This is emerging as a trending topic, – finding out what communication formats work and what doesn’t. It has always been possible to measure response to advertising and communication. It is just that online makes it nice and easy. Here are 6 measures – 3 online and 3 offline!
1.Website tracking – who visits which pages, how long they stay how many pages they look at etc – reported in Google analytics.
2. SEO tracking – what words and phrases get you to the top of search engine results pages – Google analytics!.
3. Converting visitors into orders – the link between the first hits to your site and the number of conversions. If you don’t convert, maybe you need to look at your sales process and the sales wording and copy
4. Track your enquiries in – where did you see us? (informs communication selection) You just have to get your sales team to ask the questions and then record them!
5. Quantify lead conversion into quotes (informs on lead to response, internal sales/ business development skills, quotes to conversion, sales closing ability- your team and internal marketing). Your sales records will tell you this – it measures effectiveness of sales process and sales technique.
6. Traditional awareness survey (informs on generic communications campaigns – e.g. traditional poster sites, sponsorship, social media campaigns etc.). If assessing awareness and recall, this is more in the research survey field where you are testing unprompted and prompted recall.
All of this is worthwhile as it provides huge insight into how to attract customers and how well you interact at various stages of the sales process.