If you’re going to put time, effort, and most importantly - money - into marketing your business it’s vital that you track how those efforts perform in bringing customers to your doorsteps. As with any investment, you want to make sure they’re paying out. As we discussed in our previous post, if you're not tracking how your marketing efforts are actually performing, you’re running the risk of continually sinking resources into failed efforts. And no one wants that...
Now, at this point, I don’t think we need to convince you on the importance of tracking your advertising and marketing efforts — you’ve probably already got that part. However, something you may be wondering is... well, what exactly should I be tracking? It’s a completely valid question.
So, let’s get to it and start rattling off the 7 communication tools for business you probably use on a daily basis that you should definitely be checking in on.
You probably send out emails to your customers all the time. However, in order to know what emails are compelling and which customers just ignore you want to be keeping track of a few things. First and foremost you want to determine what your open rates are. Are customer opening your emails, or just hitting delete? Information like this could lead you to making quick, easy fixes like whether you need more enticing subject lines or not. Secondly, if you include any links or call to actions for promotions or bookings, you want to know if any of your customers are actually clicking through to them. Knowing this could help with identifying if maybe you should consider altering your promotions and/or potentially editing the contents of your email.
2. Text Message
This is a “newer” means of communications that many local business owners are turning to. Text message marketing is becoming so popular because it receives substantially higher open rates and clicks throughs than email. So, if you’re experimenting with text message marketing, it’s important for you to be keeping track of what your open numbers are and if the actions you're indicating within each message are being followed out. This way you can determine whether or not text message marketing is a form of communications that resonates well with your customers or not.
3. Online Directories
First reputations mean everything. When it comes to online listing directories like Yelp and Google my Business, 9 times out of 10 that’s where new customers will be “meeting” your business for the first time. These directory profiles of your business will also house reviews on your business. It’s important you keep track of these reviews and monitor any negative ones. Subsequently, it’s important you make sure any superb reviews get the attention they deserve as they can help attract the eye of potential customers.
Currently there are 1.57 billion active users on Facebook. With so many potential new customers logging into the social media giant on a daily basis, it’s important your business has a presence there too. With your business’ Facebook page it’s vital for you to monitor your posts’ likes, comments, and shares. This can help you to identify what type of posts engages your customers the most. Additionally, similarly to monitoring your reviews, you want to make sure you’re keeping track of any negative comments being made so you can address any potential issues.
Twitter is another social media site that your small business can use to reach a big audience of potential, new customers. On Twitter, it’s important you pay attention to your tweets replies, likes, and retweets. Just like with Facebook this can help you determine what posts your customers reacts to the most.
Sometimes a picture can be more compelling than words. Instagram is arguably the best social media site for local businesses to market their services with visual marketing. As with Facebook and Twitter, if your business has an Instagram account you want to monitor how many likes and comments your posts are receiving. This way you can make adjustments to the type of pictures you share.
Just like Instagram, Pinterest is another great tool for local businesses to visually market their services. Rather than telling potential new customers what it is you do, you can simply show them. As with the other social media sites, you want to make sure you’re keeping track of and monitoring all your likes and 'repins.'
Ready to start tracking these vital communication tools for business? See how Frederick can help monitoring and obtaining this data seamless and easy.