Don’t let lead generation and measurement become an afterthought of your online strategy.
As we discussed in a previous post about online metrics, it is critical to look beyond the click-through rate to determine the success of your online campaign. Clicks are great, but take advantage of the technology to measure the leads or sales generated from your online efforts.
Here are 3 ways to improve the measurement of your next local media online campaign:
1. Landing Pages
First and foremost, make sure your online ads do not simply click through to your homepage or another generic page on your website. Create a custom landing page, with the same look and feel of your advertising campaign, which contains information relevant to your ad.
For example, if you are promoting a bundle package in your ad copy, make sure that the user lands on a page explaining the products and the promotion. Make it as easy as possible for them to convert into a lead or a sale. If they are directed to a generic page, they are likely to leave your website all together.
2. Unique Phone Numbers
Using a unique phone number is a common practice for direct response campaigns, and is used to track the ROI of particular media tactics or placements.
Many online vendors will offer a call-tracking feature, which will create a unique phone number and track the phone calls generated by the campaign. Often times, this feature will allow you to listen to the phone calls and determine the quality of the leads or number of completed transactions.
While I encourage you to consider adding this level of measurement to your online campaign, I would also suggest you use a phone number in conjunction with another measurement tactic. If someone is conducting research online, they may not want to pick up the phone to call you. They may prefer to complete an inquiry form or download additional information.
3. Content Downloads
Providing information or resources to a potential client is a great way to build your database and generate leads. It is relatively simple to include a PDF download on your landing page and tie the download to a contact form.
Depending on the sales cycle of your product/service, you may want to consider a resource guide to further educate the potential client, or a “brochure” type document that provides additional information on your various products.
If these prove helpful to a potential client they will come back for additional information or to make a purchase.
Make sure the tactics you use to track your leads and sales are a part of your overall strategy from the beginning, and do not become an afterthought when the URL for the campaign is requested.
Think through how you want a user to engage with your brand and your information. These measurement tactics need to achieve your overall campaign goals. And, can be the most critical piece to track ROI and determine if your campaign was a success.