One of the hardest things for any business owner is to measure the success of any particular marketing campaign. Whether it is an old-school print marketing campaign in a newspaper or series of magazines of a full-on internet marketing campaign, how do you know of the actual return that you are getting? Ask any IT services marketing professional and they will tell you that it can be difficult to measure, but it is not impossible.
You always want to try and measure the contribution of any marketing campaign that your company has embarked on. You want to be able to tie revenues and associated profits to the marketing that you are doing day in and day out. How do you know what the return on your investment (ROI) is when it comes to any particular campaign? Let us take a closer look:
Measure at the Right Time
You always want to gauge the success of a marketing campaign at the right time. If you try to measure the success too early or too late, you are not going to be able to get a good read. When you invest money, you are going to have an uncertain impact on your revenue and profits. You do not know when the marketing campaign is going to have an impact and what that impact is going to be. Work with your IT services marketing partner to figure out the right time to take a measurement.
Standard Methods of Measurement
One of the most common ways that marketing campaigns are tracked is what is known as the first touch and the last touch approach. The whole idea here is that you want to see how a customer got to your business. What was the first touch that they had and what was the last touch? The first contact, in theory, could be the marketing campaign that you put together that brought them in, while the last bit may have been your customer service team or a product demo that was given. It is all about figuring out what got the customer in the door in the first place and what closed the deal.
The big thing to remember here is that it is not going to be usual for one thing to lead to a sale for your business. The marketing campaign alone, even if it is picture perfect, is not going to sell your product or service on its own. Your IT marketing professional understands this, which is why you want to measure in touch points when thinking about ROI.
The way to approach the measurement and success of an IT services marketing campaign can be very complicated. You want to give each campaign a total view, but only after it has had enough time to marinate and breathe in the space. You need to give customers a chance to experience the campaign and then begin to measure the real impact it had on whether they decided to give your business that touch or not.
About our Contributor
Robert Naragon is the Founder and President of ITQue, Inc. (pronounced “i-teek”), a Managed IT Services based in San Jose and Campbell that provides IT Support in San Jose. ITQue provides a wide range of IT services to San Jose based companies. And ITQue provides managed services to help San Jose small and mid-sized businesses increase productivity and profitability with customized, flexible hybrid cloud and IT outsourcing solutions in San Jose. Prior to ITQue, he was the Founder and President of VistanetIT, Inc., also based in Campbell, an IT Outsourcing Provider to small and medium-sized businesses in San Jose.