I recently gave a presentation for the NJ ABC/ISES/NACE chapters called “Am I really making any money?” Too often I hear people talking about the number of clicks to their ad, how high they come up in search results or how many friends they have on Facebook, but rarely do I hear people talking about how much money they’re making. Of course there are good reasons for that; you don’t want to share your personal finances; you don’t want to brag; or maybe it’s because you don’t really know.
There’s a big difference between getting people to click through to your website and making money from those clicks. There’s a difference between getting someone to open your email campaign and making money from that campaign. Getting someone to read your mailing piece or print ad doesn’t make you any money.
Learn to connect the dots
What you want to do is connect the dots between the people viewing your ads and website and the sales you make. That’s a lot harder than it sounds since there are many steps along the way. For example: someone sees your ad on a website or a search engine result, so they click through to your site. Once at your site you want them to contact you, which probably happens via email, rather than phone (a topic for another article). They email you for information and pricing and hopefully you get them in for an appointment. Once in your office for the appointment you hope to make the sale. So how are you going to connect the dots from that sale back through them seeing your website to the original source… the ad or search engine?