If you own or run a business you understand the importance of tracking your advertising campaigns. There are so many ways to develop leads for your products or services, the goal is to figure out which are the most effective. Which campaigns are actually producing leads and which are the look good/feel good brand awareness ones. Once you have an understanding of how many leads the advertising is producing you have the ability to track the actual cost per lead of that campaign.
When I say "track your advertisements" I am not talking about asking your customers how they found you, I mean actually tracking by 3rd parties. Relying on the customer to tell you how they came about contacting you is not a dependable method. Most of the time customers don't care about your reasoning for asking and they will just say a short answer. If someone just says I Google, does that mean they found organically or did they actually Google your company name? Did they go on your website or did they use the Google places listing and just call you. The more accurate your advertisement tracking, the easier it will be to fine tune your marketing budget to the most cost effective strategies.
If you have tried several marketing campaigns, one surely has been print advertising. My guess is direct mail, flyers, business cards or even door hangers. Did you develop a strategy to track those marketing pieces? If not there are a couple ways to do this; using tracking phone number or a different domain.
Using A Domain in Your Print Advertisement to Track Conversion
In most analytic programs such as Google paralytics, we are able to track the source of a website visitor; direct, search engine, or referring site. One thing we cannot tell is how the direct traffic was familiar with our domain name. We can tell if they have ever been on the website before but we do not know how they came about typing our domain into their address bar.
An easy way to do this is use a domain in your print advertisement that is not used anywhere else. You can use that domain and create a landing page associated to your print advertisement or just point it at your main website. When someone types the domain name in their address bar and ends up on your site your analytics will indicate they came from that print advertisement. One of the best ways to do this is to lease a domain name that is short in length, memorable and related to your business.
Why Lease A Domain for Print Advertisement?
Why not buy your own domain name? The truth is, to find a short domain that is related to your industry is pretty tough to do these days. So many people have gobbled up all of the good domains for their own personal benefit, they may not even be using the domain they just know there will be a benefit for it down the road.
We recommend leasing a website because it is an affordable solution that can dramatically help your marketing efforts. It is easy to find a domain name that is short, easy to remember and helpful when tracking your cost per lead.
Example
Lets say you have a HVAC company in the Orange County, California area and you want to send out a door flyer to 2,000 residents about a new special you are running. You will want to get a brand new tracking phone number to put on the flyer and find a domain to use as well. Ideally you would want to find a domain such as orangecountyhvac.com or ochvacspecial.org to direct people to your site. Make sure to include analytics on the site or point to your current site to track the visitors the flyer produces.
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