The 80/20 Rule says that 80% of results come from 20% of your effort. But which 20%? There are several things you can do to see which of your marketing efforts are bringing results.
First, ask. When someone places an order, ask how they heard about you. Put a space on your order form for online and mail orders, and ask customers who buy in-person or over the phone. Keep track of where sales come from. Your method can be as simple as a sheet of paper next to the cash register or phone with tick marks for each buyer who says they saw a particular ad or heard about you another way.
Key ads, coupons and specials. Mail orders may be sent to a department code, such as Dept. S10, telling you to which ad a customer is responding. Phone orders may include an extension number. Web ads can be directed to a tracking URL. Printed coupons may include a code on them.
By tracking results you will see which of your marketing efforts are paying off, and which are not. Keep doing what is working, but you may not want to completely abandon the things that don’t appear as successful. Perhaps your ad copy needs a rewrite and it will work for you. Or, it hasn’t had time to work yet. Some marketing, such as advertising, may be most effective when people see it or hear it several times.
Also remember that customers may see or hear of you many times before they buy. Even if you are not getting a lot of orders at your web site, the information there may be a factor in persuading customers to buy.
Don’t scrap your entire marketing plan at once. Make incremental changes to see how your sales are affected.