Measuring Your Marketing Effectiveness

Landing pages can tell you how well (or not) your marketing is doing.

Are you spending a lot of money on advertising and marketing, with the “hope” that it’ll bring in new patients?  Did you know that a simple landing page can help you measure your marketing effectiveness?

In the past, businesses had to produce marketing ads and, for the most part, just “hope” the ads would be effective. The only way they could determine whether their marketing and advertising efforts would be successful was to survey the public prior to running the ads. Usually only the largest of companies were sophisticated enough to do this so most small businesses could only judge by measuring the increase in their business.

The internet brings new ways to capture information from leads and to find out where they are coming from. One key way to do this is through the use of landing pages on your website.

A landing page is a webpage that traffic is directed to from any of several sources in your marketing or advertising. The most effective landing pages will contain a unique URL and is only sourced by one particular campaign.

For example, if you run a radio campaign around Mother’s Day for the chance to win free LASIK, you could set up a special “Enter to Win” landing page with the URL “www.momsfreelasik.com”. Then when the radio spots aired, people would hear the URL, go to the website and enter to win. This will give you a tangible way to measure your results.

Landing pages can also be used in advertising efforts, such as Pay Per Click (PPC) campaigns. Most businesses will pay a lot of money for PPC campaigns and then just direct traffic to the homepage of their website. This process won’t tell you how many leads come in because of PPC, it will only tell you how many people clicked your ad and saw your website.

If you want to measure the effectiveness of something like your PPC campaigns, then you should give the people inquiring something to do when they click on your ad. This can be something as simple as taking a self-evaluation. You will capture the lead information and be able to follow-up with them.

Placing a code on the backend of the landing page, is essential to tell you where the lead came from. Taking the self-evaluation as an example, if someone fills it out and you receive an email with the results, how do you know if it came from a PPC lead or just someone visiting your site? You can put coding on the backend so that when the lead information is emailed to you, special words can tell you where it came from. Remember not to direct any other traffic to this page or your lead source information will be skewed incorrectly.

Landing Page Essentials:

• Unique URL – specific to each campaign or marketing channel
• Calls to Action – give them a reason to give you their information so you can continue to market to them
• Backend Coding – know where the leads came from to effectively track your marketing and advertising

If you would like to discuss landing pages or find out more about what Fast Track Marketing can offer your practice, please call Brandi Musgrave at 303.731.2634 or email her at:  brandi@fast-trackmarketing.com