Spot It.
You spend money on advertising: online ads, sponsorships, directories, print. Some of it probably works, but you can't say which part. When someone pitches a new ad, it is hard to decide, and when budgets get tight, it is hard to know what to cut.
Sight It.
Advertising often gets bought without any way to measure results. New inquiries aren't asked how they heard about you. Ads lack separate phone numbers, links or offers that would show where leads come from. Vendors report views and clicks instead of customers. And without clear goals for each channel, every ad looks equally good or equally bad.
Solve It.
Start measuring before spending more:
- List every marketing expense from the past year and what each one cost.
- Ask every new inquiry how they found you, and write down the answer.
- Use separate tracking links, phone numbers or offer codes for each major channel.
- After three months, compare the cost per lead and per new customer for each channel.
- Move money from the weakest channel to the strongest, and test new ideas in small amounts.
When you know what each channel delivers, marketing becomes an investment you can manage.
Fixed it yourself? Great. Want help making it stick? Talk to a Troubleshooter.