Do you track job leads, their source, value and your success / conversion rate ?
If so, do you use a manual or a software based method ?
I am changing a few aspects of our business (partly because I want to...) as we look to start a new business avenue and ramp up on an existing service.
I believe I know where our leads come from in my mind, but am planning on formally capturing this to ensure I/we spend efforts on the correct method(s) that are producing leads-to-jobs.
We all love to see our names in 'lights' and it is easy to get sucked into vanity marketing - Magazines, Newsletters, Social Media (Twitter, FB, LI, Blogs etc), Glossy leaflets, Brochures etc without having the figures to back it all up.
Importantly, I want to ensure I know where my target market 'looks'....
So once invested, do you measure it, analyse and adjust ?
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Spreadsheet; to record each enquiry and basic details. Only small-scale, so no need to bother the algorithms as you can see at a glance what works, and what doesn't.
Frustratingly though, it's something I often forget to ask on an initial call.."Where did you hear about us?".
Perhaps there's a need to develop a prompt list rather than relying on a blank notebook and memory blank! ;)
I am currently having our company website dsigned professionally for the first time and as part of the process we are working on our overall marketing strategy and plan in order to track our leads more effectively.
We have been doing Resin Bonded driveways for over 10 years and we retain the details of all enquiries eg where, when, how and record the result.
This has told me a lot like the shift in how people search and what they search for.
I have recently been very dismissive of yellow pages and debate every year whether to continue (bearing in mind my results show a decline over the years but is that relative to our small advert?) and hey presto an enquiry via them - The client's not on the internet, uses the yellow pages, was contacting us for block paving ( not our resin) but we got the order after educating them with regards to the benefits of what we do!
Back to the subject matter - yes we analyse and adjust (now using twitter and facebook) but are not ruled by data. We use it as a guide. We find talking to people (networking!) and customers feedback help us make decisions and choices. But we try and be very organic.