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Life Health > Running Your Business > Marketing and Lead Generation

Is your marketing working? Part 3

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These days, there are thousands of ways to market your firm. So how do you know which tactics will work? Determining the efficacy of your marketing campaigns has always been difficult—until now.

Part of the beauty of web marketing is that you can track and measure what works and what doesn’t. For example, Google Analytics can reveal many details about who is visiting your site and the actions they are taking online.

Here’s an important metric to help you determine whether your web marketing efforts are paying off:

Form submissions. The best websites play a role in earning new business and maintaining strong client relationships. Allowing web visitors to request information from your website can be a powerful lead-generation tool. Simply ask web visitors to subscribe to your newsletter or request a meeting.

2 ways to increase form submissions:

    • Place valuable content (like a white paper or educational video) behind a form. Word to the wise: Keep the form short and simple. You don’t want to make people feel as if they’re signing their lives away to access your content.
    • Advertise content with an enticing call-to-action.

Don’t just sit back and wonder how your marketing campaign is going. Take advantage of the tools available to you and evaluate your marketing campaign so you can improve your results.

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Maggie Crowley is a marketing coordinator at Advisor Websites. A graduate of Georgia Southern University, she develops inbound marketing strategies and manages the company’s online presence. For more information, go to advisorwebsites.com.