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How to Track What Marketing Works
Hi, I’m Leigh from Onside Online. With over a decade of experience helping tradespeople grow their businesses through digital marketing, I understand the importance of knowing which marketing efforts are delivering results. In the trades industry, every dollar counts, and it's crucial to ensure that your marketing investments are driving real business outcomes.​Hi, I’m Leigh from Onside Online. With over a decade of experience helping tradespeople grow their businesses through digital marketing, I understand the importance of knowing which marketing efforts are delivering results. In the trades industry, every dollar counts, and it's crucial to ensure that your marketing investments are driving real business outcomes.​

1. Define Clear Goals

Before measuring success, it’s essential to establish what success looks like for your business. Whether it’s increasing website traffic, generating more leads, or boosting sales, having clear, measurable objectives will guide your marketing strategy and evaluation.

2. Identify Key Performance Indicators (KPIs)

Once your goals are set, determine the KPIs that will help you measure progress. Common KPIs include:​

  • Lead Generation: Number of new inquiries or quote requests.​Wikipedia

  • Conversion Rate: Percentage of website visitors who take a desired action.​Customer Acquisition Cost (CAC): Total marketing spend divided by the number of new customers acquired.​

  • Return on Investment (ROI): (Revenue from marketing efforts – Marketing costs) / Marketing costs.​

Tracking these KPIs provides insight into which marketing channels and campaigns are most effective.​

3. Utilize Tracking Tools

Implementing the right tools can streamline the tracking process:

  • Google Analytics: Monitors website traffic, user behavior, and conversion paths.​

  • Customer Relationship Management (CRM) Systems: Track leads, customer interactions, and sales conversions.​

  • Call Tracking Software: Assign unique phone numbers to different campaigns to identify which ones drive calls.​

  • UTM Parameters: Add tracking codes to URLs to monitor the effectiveness of online campaigns.​

These tools provide data that helps in understanding customer journeys and attributing success to specific marketing efforts.

4. Analyze and Adjust

Regularly review the data collected to assess performance. Identify which campaigns are meeting or exceeding expectations and which are underperforming. Use this analysis to make informed decisions about where to allocate your marketing budget for maximum impact.

5. Test and Learn

Adopt a “test and learn” approach by experimenting with different marketing strategies and measuring their outcomes. This method allows you to refine your tactics based on what works best for your target audience.​

In Summary

Tracking the effectiveness of your marketing efforts is not just about numbers; it’s about understanding your customers and delivering value. By setting clear goals, identifying relevant KPIs, utilizing the right tools, and continuously analyzing and adjusting your strategies, you can ensure that your marketing investments are driving real business growth.​

If you need assistance in setting up tracking systems or interpreting your marketing data, feel free to reach out. Let’s work together to make your marketing efforts more effective and profitable.

Leigh from Onside Online