This is a guest post from John Clements, a Direct Response / Lead Generation Marketing consultant.
Your marketing expenses are probably the biggest variable you can control. Those advertising dollars could directly determine the amount of your profitability. Controlling your marketing is how can you stop wasting money and keep more it!
Now by “control,” I certainly am not advocating unnecessarily limiting your marketing spending; rather, I’m saying — spend wisely.
“How do I spend wisely?” you ask. By knowing absolutely, without question or assumption, what marketing programs or channels are the most to least effective, and eliminating the least effective ones. You can re-direct your marketing resources in those areas that are the most profitable.
Tracking is the answer to knowing what sources are working (or not) for your company, whether they are offers, lists, creative, or channel specific. Which call-center agents or event/show promoters are the most or least effective? Not just the ones that produce the most leads . . . but more importantly, which ones convert those leads/inquiries into the most appointments? And which ones ultimately result in installed business? (more…)