The ROI Guy: Tracking Your Marketing: How Much Is Enough?
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Hi, Richard Seppala, the ROI Guy. In scores of crime TV shows and movies where they’re trying to bust a crooked operation, an investigator always ends up saying, “Follow the money.”
Well, that’s not a bad expression to live by when it comes to your marketing.
In the past, most marketing tracking systems simply used a unique phone number on every campaign to track their success. How many people called a certain number would indicate how many leads responded to the campaign that number was linked to. Whichever campaign generated the most calls would be deemed the biggest success.
One major, major problem: those marketing tracking systems didn’t follow the money. In other words, knowing the number of leads generated was only part of the story – but how many of them actually ended up as paying customers because of that marketing?
In the past, that was just too complex a question to be able to answer. It would require technology that could follow a lead past the initial contact and through every point in the buying process.
The service I initially offered my clients was a simple call tracking system that would tell them automatically how many leads a campaign generated. I knew it wasn’t enough, and we went a step further, developing “The ROI Bridge,” a system that captured contact information from incoming leads, recorded and transcribed their phone calls, and uploaded their info into our clients’ CRM software for easier follow-up marketing.
Although I didn’t think about it at the time, this was actually a step closer to “The Holy Grail of Marketing” - determining the True ROI of a campaign. By enabling my clients to automatically put leads into their system, the foundation was built to continue to follow those leads to see how far into the buying process they traveled.
It all came together for me when one of my clients discussed the need for a tracking system to see how much money a marketing campaign generated as opposed to their costs. He and I both knew that knowing the simple number of leads wasn’t enough – we needed to “follow the money.” Because that’s what counted the most in any business.
Working with my tech team, we were able to put the pieces together to finalize “The ROI Matrix,” my new service that actually does determine the “True ROI” of a campaign down to the penny. All that’s required on my clients’ side is a few keystrokes to tell the system what’s happening with a lead (they are prompted to do this with automated emails sent to their staff through our system).
Knowing how much money a campaign makes versus how many leads it generated can make all the difference in the world. And it’s really the only way to determine the actual effectiveness of marketing and advertising – and how to improve their ROI.
Visit www.YourROIGuy.com for more information on “The ROI Matrix” and how to make the most of your marketing. We’d love to help you “follow the money!”
About the Author
About Richard Seppala: Richard Seppala, also known as “The ROI Guy™,” is best-selling author and marketing expert that is regularly sought out by the media for his opinion on marketing campaigns that really work. Richard has been seen on NBC, CBS, ABC and FOX affiliates as well as in The Wall St. Journal, USA Today and Newsweek. Richard is known for constantly asking the question “What is the return on the investment you make for each of your marketing campaigns?” He founded what has now become “The ROI Guy™” in 2005, a company that provides advertising tracking for clients nationwide. The ROI Guy™ Tracking System monitors the success or failure of ad campaigns, tracks marketing response rates, determines return on investment (ROI) and identifies the strengths and weaknesses of your marketing and customer service programs throughout your business lifecycle. Critically acclaimed as “The Holy Grail of Marketing,” The ROI Guy™ Tracking System is just that, because there is no easier system that puts the power and ease of real time results for lead generation on autopilot with all of your marketing campaigns. To learn more about Richard Seppala, The ROI Guy™ and how you can receive the free Special Report “Your Income Explosion Guide: 7 Powerful Reasons Why Your Telephone is the Lifeblood of Your Business,” visit http://www.YourRoiGuy.com or call Toll-Free 1-800-647-1909.
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