31 October 2019

How To Measure Your Marketing and Get More Qualified Leads

Is this your goal?


If you can get leads for your business that are responding to a special offer or who have taken a step toward you because of your marketing efforts, you’re just steps away from getting a new customer.

It’s critical to measure the leads that your marketing is bringing in, and that the message and offer of that marketing is in line with your business goals.

There was a great post by Entrepreneur Magazine called Why Tracking Marketing Metrics Can Pay Off. The article emphasized profiling your ideal customer and discovering the media to best target that client by using response measurement and metrics.

…understand that most marketing and advertising campaigns are pure failure. They don’t work for a variety of reasons.

So the difference between response-driven marketing and branding-oriented marketing is that you can track, test and measure the first type and adjust it until it is right for your business.

Why is it so important to track, test, and measure? You need to establish baseline performance numbers for your company in your particular category of business and then to try to improve upon them.

Brad Sugars made some valid points but one stuck out:

“Most…advertising campaigns are pure failure.”

He goes on to explain the difference between response-driven marketing and branding-oriented marketing. We can’t help you with branding marketing, because it’s impossible to measure. However, measuring response-driven marketing is where Callcap thrives.

Like Brad said, basically, most advertising is a gamble. Smart business owners, though, mitigate their risk by putting measurement tools into action.


One very practical way to measure your marketing is to test a small campaign and see how many responses you receive. For instance, you can send a direct mailing out to a small sub-section of your market, and include a custom URL for your website and a unique call tracking number. Then, using Google Analytics for your web results and a phone call tracking service for phone inquiries, you can measure the response you got from that direct mail. If you don’t get much response, you’ll know that you need to tweak things before going “all out.”

Instead of putting all your eggs in one basket with a huge direct mail campaign that costs $20,000, you can use this test method and only spend a fraction of that while measuring your response. Then, once you’ve narrowed in your most effective message, it’s time to spend the big bucks because you know it will work. You have your numbers nailed down.

Measuring your marketing moves advertising from hopeful thinking to a numbers game. And that’s where the profits live: in the numbers.

To learn more about call analytics, contact us today or request a demo below to see how Callcap can take your marketing strategy to the next level!