Do You Know Your ROI?

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There’s a lot of mistrust between the people who run businesses and their marketers. According to a recent survey, less than half of CEOs believe their Chief Marketing Officer (CMO) is on their side.

It’s common for businesses to blame the marketing department first when things aren’t going well. But marketers share some of the blame for this lack of trust. Too many marketers act like their craft is shrouded in mystery instead of being straight with their clients.

It’s essential for marketers to be up front with clients about what they’re doing. The tools that marketers use can be pretty sophisticated, but it really isn’t that difficult to explain how ROI is measured. If your marketer doesn’t come clean, then they probably have something to hide.

Three areas where your marketer should be able to show you clear results are Dynamic Tracking of incoming calls, Google Business Profile tracking, and Google Analytics.

Tracking Incoming Calls to Your Website

A tracking number is a unique phone number tied directly to an individual who calls your office. Every time a new customer discovers your website, they will be assigned their own tracking number.

The tracking number is applied seamlessly whenever someone comes to your site, so the customer never realizes that they’re getting a different number than everyone else.

A call tracking device can give your office a whisper about the client, which means you get some basic information about the lead. For example, the whisper might tell you the source of an incoming call. This may include:

• Organic search
• Google ads
• Facebook ads
• Newsletters,
• Landing pages
• Offline ads such as billboards

Google Business Profile Tracking

Google Business Profile, formerly known as Google My Business, is a free tool that provides several benefits for local brick-and-mortar businesses. Advantages provided by Google Business Profile include increasing traffic, using Google Maps to boost sales, enhancing brand engagement, and displaying your Google Rating, operating hours, address, and phone number to users.

There’s an invaluable tool that allows you to measure customer engagement on your Google Business Profile called an Urchin Tracking Module (UTM). A UTM is a tracking code that tells you how customers are moving around your Google Business Profile and which features they’re using.

UTMs can let you know when a Google Business Profile client:

• Clicks to call
• Downloads driving directions
• Looks at a photo
• Checks out your services

UTMs can also tell you what the Google Business Profile customer does when they get to your website – where they go, what they click, and what they buy.

Understanding Google Analytics

Google Analytics provides a wealth of information about the people who visit your website. Your marketer’s main task will be filtering out all the noise to provide you with concise information about your ROI, such as tracking PPC campaigns.

Google Analytics has dashboards and filters that allow you to pinpoint the following types of information about the people who visit your website:

• The devices they’re using
• Popular pages
• Interests and demographic information
• Conversion rates for online campaigns
• Intake form submissions
• Channels that drive traffic, including organic searches and social media

It’s Not Magic, It’s Marketing at SLS

If your marketing firm isn’t telling you what they’re doing to improve your bottom line, it’s time to find a new team. We never play games at SLS Consulting, Inc.

Call SLS Consulting, Inc., at (323) 745-1806 for a FREE consultation today. We tell our clients exactly what’s going on.