marketing-having-impactYou’ve seen the scene played out time and again. Someone steps up on stage to address an audience, taps the microphone with a finger and asks, “Is this thing working?” It may seem a little silly, but it’s not as bad as standing in front of an audience and talking for an hour when nobody can hear you.

Unfortunately, when it comes to marketing efforts today, many businesses are pretty much standing in front of a dead microphone. They’re talking, but nobody can hear them. And the really sad part of it is that they don’t even know it.

Some 90 years ago, retailer John Wanamaker famously quipped, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The same thing could be said for an awful lot of businesses today that spend time and money on marketing messages without knowing whether or not their messages are reaching the intended audience, or if they are having any impact.

These days, none of us in business can afford to spend time and money on things that don’t work. The good news is that we have an advantage that John Wanamaker didn’t have back in the 1920s. One of the advantages of online marketing—and inbound marketing in particular—is that it’s possible to track your marketing activities and see just what kind of impact they’re having.

Tracking Your Traffic. If you have your website set up properly (optimized), you should be able to monitor how many visitors are coming to your site at any particular time. Most websites today include some kind of analytics that show you not only how many visitors you have, but which pages they’re visiting (and even how much time they’re spending on those pages).  And if you set things up properly (using landing pages, for instance), you’ll even be able to tell what brought visitors to your site in the first place.

Turning Visitors into Leads. Just having people visit your website, of course, isn’t enough. You want to turn those visitors into qualified leads—people who are serious about doing business with you. With the right inbound marketing strategy, you can weed out the “lookers” and entice the serious prospects to engage with you. And those are the people you really want to spend your time and money on.

What’s great about this is that you can analyze the information your website is collecting so that you can repeat activities that work. You won’t have to wonder if your marketing activities are having an impact. You won’t need to wonder: “Is this thing working?” You’ll know! 

If you’d like to find out more about how inbound marketing can help you generate more leads—and let you know which efforts are really working, shoot me a note. I’ll be happy to help you set up a marketing program that performs.

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