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Biggest Marketing Challenge

Tip #5 - Analyze Every Step of the Process

Marketing is all about measurement and optimizing your activities based on the previous results. The Internet has given us all a lot of great tools to measure a lot more of our marketing activities, so you need to use them. Interesting things to measure are:

Number of web visitors
Website conversion rate (Leads/Visitors)
Lead conversion rate (Sales from Leads/Leads)
Cost per lead or per sale
All of the above by source or marketing program

Tracking visitors, leads, and sales against your schedule of marketing activities shows you the effectiveness of each activity.

For more on what you should be measuring, see Marketing Metrics: What to Measure in Marketing (High Level Executive Metrics) and Marketing Metrics: What to Measure in Marketing (Website Metrics).

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