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You could do a survey that includes a number of customer satisfaction questions, but also includes a question to determine how they found out about you.
If you have a handful of clients that you work closely with and you really donít know how they found you, pick up phone and ask them.
At end of this exercise, you will have a list of all of your marketing activities, and results connected to each one.
(4) Separate those activities that resulted in business from those that did not
Are there any activities on your list that did not result in new or additional business? If you gave these activities a good opportunity to bring you business, then maybe it's time to consider dropping these activities and trying some new ones. After all, there is no sense continuing to spend money on marketing that has not proven to be effective for your business. Even if it has worked for someone else, it may not be a good marketing activity for you and your business.
(5) Use this information to plan your marketing for next year
Plan to spend more time, energy and/or money on those activities that brought you business and sales. These activities have proven themselves to be effective for your business, product or service. So odds are if you commit more to them, they will result in even more sales. And, if you really donít have any way to track your sales or new clients, donít beat yourself up. You are not alone. In fact, one of my biggest challenges as a marketing consultant has been to get my clients to track effectiveness of their various marketing activities. Just make sure to remedy this now, once and for all. Commit to never implementing a marketing activity again without some way to track how effective it is.
(6) Set up a way to track all future marketing activities
Recognize importance of tracking and make sure that you have a plan in place to track all of your future marketing activities. The simplest way to track is to simply ask each new customer where or how they found out about you. You may also want to consider including a code on any flyers or brochures that you distribute, and providing a reason for customer to bring that flyer in when they come to make a purchase. Reasons to return flyer could be to take advantage of a special offer, or to get a discount or free bonus gift.
You can also do this by phone or on Internet if that is how your customers make purchases. Simply ask them to provide you with code on brochure or flyer that they are calling or ordering from. Make sure code is specific to location or group of people that you distributed flyer to. If you are networking or speaking to a group and someone gives you their business card and agrees to receive your free report or e-newsletter, make sure you include a reference in your contact database of event where you met them. For every marketing activity you do put a plan in place to help you track all them. Effective tracking is by far one of easiest ways to improve your marketing effectiveness. And when you zero-in on what marketing activities are most effective for your business, you will be able to focus your efforts on only those activities, and will be able to spend less and get more as a result.
(C) 2005 Debbie LaChusa
20-year marketing veteran Debbie LaChusa created The 10stepmarketing System to help small business owners and solo-preneurs successfully market their business, themselves without spending a fortune on marketing. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com