Small Business Internet Marketing Secrets

Measurement28 September 2010

Michelle Gamble, Chief Angel

The Marketing Process

REPORTING

Track and Measure Effectiveness

#1 PriorityReturn on Investment (ROI)

By Channel

3

Channel #Leads

Conv Rate

#Sales

$ Revenue

$Cost

%ROI

Print

Radio

Website (Branded)

Organic/SEO(Unbranded)

PPC

Referring Websites…

Google Analytics is a MUST

5

Get help to set goals and use other tools

Integrate forms into a CRM ideally

Many tools now also talk to accounting systems

Know your starting point

• Value of sales• % of repeat sales• Location of sales• Time taken from lead to

conversion• Increase in awareness

What to Track Leads & sales by channel

Leads & sales by region

Type of lead (e.g. SME vs Corporate)

Leads & sales by sales person

Leads & sales by value

Stage in the sales cycle

Client satisfaction

Review monthly with a view to understanding cost of each lead and sale

Resist doing nothing because you are scared to invest

Have a plan so you can focus on the

priorities

Be fearless

Be focussed

Be relentless

Be consistent

Happy Marketing!

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