It’s easy to know whether or not you’re hitting your revenue goals. Equally important, however, is understanding which marketing tactics or strategies are helping you hit those goals, and which ones aren’t. Luckily, there are several ways to measure the ROI of your marketing campaigns.
Using Landing Pages
When you create a website, you don’t know who will find it or by what means. With a landing page, you can dictate both of those variables. Instead of visibly anchoring it to a navigation menu, include the landing page link on marketing pieces connected to a campaign targeting a specific audience, allowing you to determine how well individual campaigns are working. Since you control who has access, it’s also the perfect opportunity to tailor messaging just for that audience. An added benefit of using a landing page is the ability to use Google Analytics to track the behavior flow of that specific audience as they navigate your site.
Of course, web traffic alone isn’t a strong indicator of ROI. Hopefully your landing page has a call to action leading to a contact form, RSVP portal, or a white paper download. In addition to generating a new warm lead, you may be able to track a future sale to that specific marketing campaign.
This strategy works for nearly any campaign. When using targeted marketing, you want to direct website visitors to specific content that’s relevant to them. Landing pages are particularly useful for targeted direct mail, radio, and PPC campaigns with a narrow marketing message.
Using Promo Codes
Businesses often use promotions to add urgency to their marketing campaigns. With a little extra planning, promo codes can teach you a lot about your audience! Rather than provide one code across many different tactics, use different codes so that you can measure which tactics or what types of messaging worked.
One thing to remember: make sure that you don’t mix your promo codes. Try to ensure that no single lead ends up with several different promo codes. This requires precise management of your direct mail and email lists, as well as careful consideration if you plan mass marketing tactics like radio or billboards. If you choose to use both mass marketing channels and your existing customer base, ensure that your current customers receive the better deal for being loyal!
You can use this strategy when employing several tactics within a campaign – like some people getting postcards and others getting emails. This would help determine which tactic had the better ROI. You can also divide up your lists and test out different messaging, and use the different promo codes to track which marketing messages connected more with your target market.
Using landing pages and promo codes are just two effective components of an overall marketing strategy geared towards measurable, calculated growth. In pursuing this end goal of calculated growth, businesses make both their marketing and their dreams sustainable. Want to chat more? Visit our Contact Us page and get in touch with one of our experts today!