Google Analytics is a great (and free) tool for determining where your website leads are coming from. The analytics can help you determine to advertise in different ways: on LinkedIn, publish a blog or place an ad in your industry’s digital publication. When a potential customer show up at your website, Google Analytics will tell which advertising source created the lead.
But what about leads that show up at your door or call you on the phone? Does your business still get customers this way?
I was recently speaking with the owner of a specialty construction firm. He was on his way to spend a weekend at his booth at a fair. When I asked him about the leads he got from the fair, he didn’t track the leads and he wasn’t sure if he ever received any from this event – but he talked to a lot of people.
Lead Tracking: Non-Google Analytics
I asked him to consider doing the following exercise during his spare time hanging around at the fair.
1) Make a list of all the jobs he did over the last 5 years (he does large projects, so this number would be likely less than 50).
2) Think back to the source of the lead for these jobs and note the source of the lead.
This sheet of paper is now his non-Google Analytics. Now he can do the important part, he can ‘analyse’ it to see where his best investment in advertising has been. This particular business owner is reputable, honest and talented, but he is very busy working hard and working late into the evenings. I suspect he could take the time and money he invests going to fairs and trade shows and refocus less time and less money in more efficient marketing efforts and even better quality leads.
If you need any help setting up a ‘non-Google Analytics’ worksheet just let us know. Email us: firstname.lastname@example.org