Author’s Bio: Tom Senkus is a marketing expert, international entrepreneur, and freelance writer with over 15 years of experience. For more information on his published work and list of writing services, visit his website at www.tomsenkuswriter.com.
If you run a business, you may be wondering exactly how customers are finding your business. One of the biggest problems for marketers is that, while they may spend hours upon hours crafting the most perfect advertisement campaigns, there are relatively few ways to gauge how well they are taken by the general populace. For many businesses, it seems that customers appear as a random element, sometimes eagerly eating up your content and engaging your business, while at other times, appearing so indifferent that there may be no logical explanation — or is there?
The truth is that customer-based data — like customer acquisition, ROI (“return on investment”), conversation rate, and the origin of their inquiries can be measured in a number of ways. No business wants their marketing efforts to be wasted on dead-ends. In this article, we will examine a few methods of how businesses can find out how customers are reaching their business and address ways to open up their brand.
Ad Campaign Metrics with KISSmetrics
Considering that most businesses are predominantly online these days, it makes sense to invest in online tools that track analytics across social media, email campaigns, website visits, and so forth. For this purpose, there’s no better tool than KISSmetrics. While using it isn’t the cheapest option (~$120/month), having the ability to concurrently track your audience engagement, customer’s behavioral analytics, email campaign automation, and many others while using only one powerful tool (instead of many disparate apps and platforms) can shed light on where your customers are coming from.
Ask Your Customers How They Found You
It sounds too obvious to work, but asking your customers a simple phrase, “How did you find out about us?” can be truly enlightening.
If you tie in a promotion, discount, or simply praise their ingenuity, most customers are usually more than happy to share how they found out about your company. To sweeten the deal, you may want to pop this question and add incentives, like company discounts or sweepstakes.
As an example, if you decided to run a radio ad campaign on local stations, you can get feedback and understand not only where they heard your commercial, but also which programs they preferred to listen to in between ad segments. This can give you both an idea of how they found out about your company and also their demographics that make up target markets.
Should you choose to implement this into your company’s analytical approach, make sure to train your employees with a system to log how many times customers say particular responses. Again, this may not give you a completely accurate method of measuring how your customers found out about your company; however, it opens up a dialogue for customers to share how they prefer to be advertised to.
Virtual Phone Numbers
Looking for a clever way of tracking how your customers are reaching you? Then you should try using virtual phone numbers that are linked to specific ad campaigns, limited-time promotions, events, or expansion efforts. To be clear, virtual phone numbers are telephone numbers that route calls from one phone number to another (known as the “destination number”) using the Internet and newer technological developments, like VoIP and cloud computing.
Service providers, like United World Telecom, enable businesses to purchase subscriptions for telephone numbers that can be located anywhere in the world and for any length of time you choose. Ultimately, you can track how customers (and other businesses) are reaching your business if they dial one telephone versus another.
By using virtual phone numbers, these calls can be routed to the same destination phone number and handled by your call center, but they can shed insight on how customers actually dialed your company’s phone number. As an example, if you use toll free numbers for a month-long promotion, your caller ID on will reflect how many calls are made specifically to this number. If this number is used solely on exclusive email campaigns, you have a good idea of how effective your efforts actually are.