subject: Crm Databases And Lead Generation: 5 Ways To Track The Source Of New Customers [print this page] In previous publications we've discussed the importance of tracking the source of each lead in your CRM database. Equiped with this data you can measure the success of your individual marketing activities. You can become more tactical when planning your future marketing moves and ultimately boost profits.
But this will only happen if you have accurate data. So the questions is: how do separate the source of new leads. And make sure that the marketing data you have is accurate? In this article we'll give you 5 rules for easy source tracking.
1. Collection Rule
If you want reliable data, you must enforce the rule that every new customer who comes into the business must be asked how they heard about you and their answer must be entered into your CRM database. Be firm with staff who don't specify lead source when creating a new record and make it clear that the policy is here to stay. With this information you'll be able to identify broad trends in your marketing, like how many new customers find you on the web as compared to leads from print media advertising. For more targeted tracking (e.g. which specific ad is attracting clients) look to methods 2-5 below.
2. Dedicated 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.. 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. Promo Codes
When new clients call your main office number it can be tricky to find out how they found you. Quizzing callers to death to find exactly which ad their responding to could turn people off. So consider including a promo code in your ads. Beware of numbers as they are just so 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
Referrals are a great source of new business, by formalizing the referral process with an affiliate program you can access more. However affiliate programs fall down if your affiliate partners are not paid for all the customers they send you. 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
Direct mail is doing very well at the moment. 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, but the data will be worth the effort. With this information you could turn your marketing activities around and radically increase the profitability of your business as a whole. But you must be diligent. Final tips include:
* Make sure you have a CRM database that is easy for your staff;
* Find a CRM database that is web integration capable (to track affiliate traffic) and;
