Take Full Control of Your Campaigns
Let’s take a little trip down memory lane… Do you remember getting report cards back in high school? Whether you dreaded having to disappoint your parents with less than stellar grades or happily showed off your grades because you were genetically blessed, report cards provided a way to track your progress as a student.
Imagine if your teachers didn’t provide you with feedback in the form of grades and comments.
How would you know if you were improving and which subjects needed work? What’s the point of investing hours into studying, writing a test, and not knowing how well you did? It’s pretty obvious that students need to track their progress one way or another. The same is applicable in marketing, but sometimes tracking doesn’t even cross the mind of many tourism entities and business owners. It’s no longer good enough for people just to see your ad. The goal should be to have your targets take an action once they see your ad, whether that’s visiting your website, giving you a call, filling out a form, whatever that trackable action may be.
From online marketing to print and billboards to radio ads, every aspect of your marketing is trackable if you can just get creative. Let us show you how.
Before you get started
A powerful and effective marketing campaign is built on a strong foundation. Before you launch your campaign, make sure you…
Track the traffic coming to your website. Google Analytics is free. You will be able to find out the average amount of traffic on your site, where it’s coming from, the average time spent on your website and how many pages each visitor views.
Set-up vanity URLs
Through GoDaddy, you can buy domains for as little as $10.
If your website is ABCChiropractor.com, buy WeFixYourBack.com. Then, direct the vanity URL to a page that already exists on your site.
By analyzing the traffic that comes from a vanity URL, you will have the ability to gauge the effectiveness of your campaign.
Note the dates that your ads will run, so you can see how long your ads resonate with your target market.
Watch your website’s traffic closely for the first two days of your campaign. In many cases, it is during this period that you will notice a spike in traffic.
Print Ads: Make Your Audience go “Flippin” Nuts Over You
Being able to quickly pull up an article or blog on your mobile device is the epitome of convenience, but there are many who will tell you that there’s nothing like the feel of paper between your fingertips. If your Best Buyers are still flipping through print publications, here’s how you can reach them:
• Buy a vanity URL for each magazine or newspaper that you advertise in
• Those vanity URLs will point to specific pages on your site
• You’ll discover which publications are sending traffic to your site and which ones are not
Find out how many people are coming to your site, how many pages they view, and how long they remain on your site. This will give you an idea of how valuable the publication is to your marketing budget.
Are the numbers high? Keep running your ad. Are they low? Cut it out of your budget.
NOTE: Not everyone that is interested in you will type in your vanity URL. However, enough will for you to see traction and gauge what is working and what is not.
Use Consumers Online Behaviors to Find Them
The trackability of an online campaign is generally easier for people to understand as the internet gives us the power to instantly track online behavior. Keep the following in mind: NEVER send them to your homepage with your paid ad campaigns. Always direct them to a page inside of your website.
Oftentimes, we will create landing pages (separate from the main website) that can only be accessed by clicking the ad. This allows us to see what they do once they land on that page (e.g. fill out a form, click a button etc.) and how much traction those ads are gaining.
One of the most important things that you should be doing, or the agency that you hired should be doing, is UTM tracking. No need to bore you with the details, but UTM tracking communicates directly with Google Analytics and breaks down what your audience is doing through each specific ad that you run. It helps to identify engaging copy, relevant images, the right gender or ages to target, and which source is driving the most qualified traffic. If you are outsourcing this or working with an agency, you MUST ask them to set-up UTM tracking. If they don’t know what that is, save your money and go elsewhere.
Catch Your Audience’s Attention
Whether they’re seen while cruising on the freeway or walking around in the bustling downtown core of a city, you want to know if the big statement your business is making is actually creating an impact.
Tracking billboards is largely like tracking the other media; use vanity URLs. Take note of the first day that it goes up. Normally, you will start to see a nice bump in your website traffic within the first 5 days. Examine how long the lift lasted and if it remained past the date that the billboard was taken down. Most of the time we recommend rotating locations every six weeks because this allows for fresh eyes to view the ad.
One of our tourism clients that we consulted with placed 3 new billboards up all at once. They each had a different vanity URL to help track which billboard produced the best results. After 6 weeks, we moved them to different locations while keeping the same vanity URL. After monitoring the results, we made comparisons to determine which messaging and location drove the most traffic. In this case, there was a clear winner with regards to the best message and location. With this information, our client was able to make smarter purchases when it came to billboard space.
Et voilà! There you have it, three different marketing methods and how to track each one. It doesn’t take a rocket scientist to understand whether or not your marketing efforts are bearing fruit, but it requires time, diligent examination of your website’s traffic data, and a whole lot of creativity. If you would rather outsource these tracking efforts to a trusted marketing agency, there are plenty of companies out there with the expertise that can take your business to the next level.