subject: Getting a Return on Your Marketing Efforts - Measurement and Costs [print this page] Getting a Return on Your Marketing Efforts - Measurement and Costs
A huge benefit of doing social media is the results that you see. You can actually measure results quicker because you can see how many contacts you make in a day, a week, or a month. It's much easier to track results online than asking people if they got your postcard or where they heard about you.
You have a lot better tools to measure your results with online marketing. A downloadable tracking system like HootSuite, that's free, is invaluable in seeing on a screen the impact of your contacts. Another tracking program is Ping.fm.
Many agents are doing offline marketing now. You must be able to measure your results. For instance, if you mail out one hundred pieces and you get two phone calls then you know it's a 2% return. It's not great, but at least you know it. But if you're spending money on print advertising, spending money on post cards and other offline media and you're not measuring your results, you're wasting your time and money.
You can also be creative in your marketing, such as promoting a webinar, where you call in a speaker to discuss an area of interest to your group. You can promote it on your Facebook fan page, your personal Facebook and Twitter. Then, you can have a couple of friends re-tweet it for you. You can do the same for them when they've got an announcement or event. You measure the effectiveness of the promotion by the number of participants. One more idea is to promote a sweepstakes on Facebook to get new fans to your page. This is an affordable option that you can measure the results just by counting the new fans.
Hi, I'm Susan, the VP
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