Testing Marketing Response Via Call Tracking and Email Response

When time is short but ideas are many, you really want to make sure you test things that might improve your marketing in priority order.

We know that practically every client of ours makes massive strides in improving their marketing when using AdMeter to track response to their campaigns. What people do struggle with sometimes is knowing where to start and how to continue improving conversions.

Whilst working with a recent client we researched their testing system and found that they had half a system in place. They were changing things to test conversions but weren't really recording the results and building upon each test.There wasn't really a control that they could test new hypotheses on to create a new "winner".

Much of the improvement in marketing response was ad-hoc. This mean that the changes they made could have been responsible for improvements, or maybe it was because of external factors.

Commitment to testing

The commitment to continued testing is a huge part of improving marketing. Yes, it's hard sometimes to change entrenched ways of doing things. Sometimes you have to bring in experts. And yes...AdMeter's role is often giving the facts, which you can base decisions on to make those changes!

We recommend clients...

• Make a commitment to test marketing
• Start with a simple test where improvements are easy to implement and measure
• Resist the temptation to stop testing if things don't improve

Using some of the processes detailed in the book "You Should Test That" by Chris Goward it is possible to prioritise (and measure systematically using AdMeter) the response to certain improvements and introductions of marketing tactics for any firm.

In working up a priority plan for testing there's a simple spreadsheet you can use to score your hypotheses.

For example let's take a law firm (solicitors). They want to improve their marketing and want to measure response to some new tactics and improvements to existing tactics. But they cannot do it all at once so they decide to prioritise their activity.

They use a simple grid to help them decide which improvements will make the biggest financial impact and how easy it is to make those improvements. (Company culture can often prevent change either through lack of knowledge or tradition so this is an important factor to consider).

They come up with the following rankings using potential impact, importance (money) ease of implementation and total score as they headings for the columns. This allowed them to prioritise by coming up with a total score...

All of the yellow highlighted improvements (high scoring) they decide to implement in a three month marketing plan. They track the improvements using AdMeter and continually test further improvement to create "winning" marketing tactics. Any improvements on these tactics are carefully tested to ensure external events, e.g. time of year, are controlled for.

The truth is that very few companies will test things. Even fewer will do so systematically. Most companies are so overwhelmed with things they never get started.

By providing our clients with the tools to measure their current marketing efforts and future improvements - aligned with our insight into how to prioritise - AdMeter can help you improve your marketing no end.

We'd love to score a few goals for you. You set 'em up...we'll help you knock 'em in.

Call your call tracking and email strikeforce today on 0800 158 8825

PS The book "You Should Test That" by Chris Goward is excellent. Although it is mainly about online conversion optimisation it can easily be used for offline marketing conversion.

Flush Your Marketing Money Down The Toilet Without Tracking Response

If I asked you to take £500 and flush it down the toilet would you do it?            

How about if I said “Please?”

Have you ever bought anything online or over the phone only for it not to turn up?

Do you say, “Oh dear, never mind, I’ll let them keep my money” and drop another load of cash into their hands and hope next time will be better?  Or do you start asking questions?

If you’re like me, you get on the phone pretty damn quick and demand to know where you paid-for goods are. And if you don’t get what you want you’re not gonna take no for an answer. And that’s why you need to go to a quiet place and read the rest of this article.

Because...

• If you don't know how many people call you because you advertise...
• If you don't know how well your advertising is working...
• If you don't know how much more money you could be making if every advert was mega-profitable...

Then you are flushing that money down the pan.

Rather than wondering “How well does it work?” and “How much do we make out of it?” why don't you decide to find out?

It's alright being a HIPPO (Highest Paid Person's Opinion) but that doesn't make you rich. Facts make you rich when you act on them.

In 10 days you will be able to tell exactly what it is you are getting when you pay your money for advertising...

Ford Retail's secret weapon pulls in enquiries for car dealerships nationwide from AdMeter onVimeo.

Admeter works by recording all inbound phone calls to your offices, the marketing channel they responded to (including any Google ads) and ultimately the cost of that lead.

Because it captures callers phone numbers it allows you to make things happen rather than just watching things happen.  Results can be spectacular when you act on the information.

One of the prestige car dealerships uses this system and has increased sales by 283% in 12 months because of better marketing.

And it's not just getting more calls for less money that AdMeter works. It's also the best way of training staff to answer the phone.

Conversions of callers to sales skyrocket when you can hear call recordings. You'll be simply amazed at how easy it is to dismantle the barriers you've probably got against making sales.

Call Recording from Admeter - how to dismantle your sales prevention department. fromAdMeter on Vimeo.

AdMeter is quite simply an outstanding tool that will stop you flushing marketing money down the toilet.

But if you like seeing crisp £50's travelling one way round the cistern  - that's ok don't call us on 0800 158 8818

Do Marketing Agencies Get Fired For Not Measuring Call Results?

That's what the client pays for and will stick around for.

Unless you're a NIKE, Coca-Cola or some financial institution, (that gets bailed out whenever things go wrong) it's very likely you'll want to be able to measure your marketing. And that's where so many agencies ultimately lose out.

Because unless you can prove that the help you give is delivering leads, which then go on to become sales...your client really only has an opinion to go on. But they want FACTS. That's what's going to keep them married to you for a lifelong relationship (or until you fire them...which is another matter!).

So if you are doing PPC, Advertising, Direct Mail, Email Marketing, or any type of marketing that relies on getting prospects to call or email in response to it...then you must measure offline and online response to campaigns for your clients...and give them the reports on this in a format they can understand...without it being a pain in the proverbial for you to do it.

At Admeter we are world-famous for our reporting of call tracking and email tracking. Our reports look great, can be automated and tell you exactly what you want to know - which is where your marketing is working and where it isn't.

Check out our blog post on Call Reporting Software Here

This allows marketing agencies to advise clients and keep them in the loop on the campaigns that are running and enable them to come up with surprising and pleasant FACTS. These can then be actioned by the client. It's about a partnership that is based on a firm foundation, rather than one that is based on smokes and mirrors. The former endures. The latter soon fades away.

There's an excellent blog post from Brian Signorelli from HubSpot about the relationship between client and agency, which if you are an agency, is well worth reading.

Agencies resell Admeter

If you are an agency and you want to resell Admeter to your clients...(now there's an idea...help your clients learn more and make a profit out of doing it!!) then best thing to do is get in touch with us here. We already have a number of agencies working with us to help find out how successful campaigns for their clients are.

You could be one of them.

Call 0800 158 8818 or email video@admeter.ad-ml.co.uk

PS here's a brief 3 minute video about call reporting