5 Ideas To Make Tracking The Source Of Customers Easier

In past articles we've discussed the value of tracking the source of each new customer in your CRM database. Equiped with this info you can evaluate the success of each advertising campaign or marketing strategy. Source data allows you to take a more tactical view and ultimately make better (more profitable) decisions.

But how do you actually separate the sources of each new client? And make sure that the marketing data you have is accurate? In this article we'll provide you with 5 ideas that should make lead tracking easy.

1. Collection Rule
If you want reliable data, make a policy of recording the source of every new customer in your CRM database. Be firm with staff who don't specify lead source when creating a new record until everyone adopts the new standard. This will help you identify broader trends in your marketing, such as how many clients are coming in from the web versus radio advertising.

2. Dedicated 1800 or 1300 Numbers
Set up dedicated 1300 (or 1800) numbers for each individual advertisement. The beauty of this is that you'll know that every phone call made to that number comes from that advertisement alone and separating your results will be so easy. Most 1300 number providers offer packages where you pay a negligible monthly fee and then only pay extra based on the actual number of calls you receive. It easy, inexpensive and provides quality data, making it the most effective method for tracking print media ads, radio advertising and even television..

3. Tracking/Promo Codes
When new clients call your main office number it can be tricky to find out how they found you. If you ask too many questions it could put some people off. One way to get around this is by including a promo code in your ads. Beware of numbers as they are easy to forget, instead use words related to the headline or theme of the advertisement. An example could be 'longer drive' for an ad about golf clubs.

4. Affiliate Programs
One of the best ways to attract new business is through referral. And the best way to encourage more referrals is through an affiliate program. But you need to be able to track the source of these clients or your affiliate partners won't get paid and will eventually stop supplying you with new business. Provide individual promo codes to affiliates so you can separate their leads. For customers who order on the web give your referral partners online affiliate links, so that everyone who came to the site through that link is recorded against their account. To do this you will need a CRM database with web integration capabilities.

5. Custom Order Forms
You might be surprised to learn that direct mail is experiencing a surge in popularity. People overwhelmed by online advertising are once again reading the offers that arrive in their post box. The great thing about direct mail is that you can tweak your message or offer in a number of ways and track the results to an unprecedented level of detail. If you have direct mail letters that vary in a minor way you should track the results of each one separately. This is easily achieved by simply putting a custom code at the bottom of the order form. When the completed order form arrives enter the code into your CRM database to record the specific source of that new customer.

It might seem like a lot of work at first but try implementing one method at a time so your staff don't get overwhelmed. In the long run the data will truly be worth the extra effort . Final tips include:

* Make sure you have a CRM database that is easy to use;
* Find a CRM database that is web integration capable (so you can track affiliate traffic) and;
*Enforce source tracking with your staff


------

But where do you put the data? For source tracking enabled CRM database software go to: http://www.picrmsoftware.com.au/