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Business Coaching - Small Business Marketing Basics

By: Harry Piper

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Do you use many types of advertising and are never quite sure if anything has worked for you?

Most companies put adverts in papers, send out direct mail letters, put up a website and do all kinds of things but don’t think to assess where enquiries come from. With no measurements, a cook can't repeat a recipe every time - which is the same for your marketing - without measuring results, you can't know what to repeat again and again. For example, if you place a radio promotion that costs you $15,000 at the same time as you do a leaflet drop for $10,000 and in total make $20,000 return, you need to identify which has worked the best in order to know where to spend the next time.

That's why you must take the time to understand it, and you'll soon realise that advertising that works brings in more cash than it costs. It’s like making £2 for every £1 you spend.

When you can work out which part of your marketing does this, you will spend all your cash on the strategies that work and abandon the ones that don’t.

But How Do You Do It?

How you assess your results depends very much upon the strategies used. The following ideas will be sufficient to get you started.

Use a simple tally chart, with a line for each advertising promotion; then simply place a mark whenever a customer comes in from each source.Use a unique phone number on your website, a different one for yellow pages and yet another for newspaper adverts. Use a coupon in your adverts and give £5 off with it, or something similarly appealing.

Another very neat method for measuring enquiries is to get your customers to ask for anybody by name. One business sent out leaflets marketing home repairs and told people to call and ask for David. They added one to the score each time somebody mentioned David and found it worked exceptionally well.

On your web site have a drop-down box to ask the customer how they found you - give them options like Google, Yahoo, a friend, etc, as well as an "other" choice with the opportunity to type in some text. Another great way to track customer sources is to use statistical analysis on your website, often known as analytics, to monitor what keywords people have used to find you, or what sites they've come from.

With a bit of luck this has given you some inspiration and enthusiasm to get cracking and create your own monitoring program of some sort for your advertising. Don't just sit there thinking about it - it's time to get on with it!

Article Source: http://depositarticles.com/

Harry Piper is a retired business angel who enjoys writing about business. Running your own business demands a huge amount of knowledge and effort. Enrolling on a business coaching can give you more confidence and techniques to apply to improve performance and profits. You may also enjoy this article about uk business coach if y

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