If you haven't taken the time to measure the results of your offline marketing campaigns then you're not by yourself. When it comes to tough economic times, many businesses cut back on their marketing efforts never realizing the impact that it can have on their business. Too often offline marketing has no effect because it wasn't executed properly. So you may be wondering why did they invest in this marketing campaign to begin with? Often marketing efforts are simply branding ploys or the company will give an excuse like we didn't have adequate technology in place to execute the campaign. No matter what the excuse it simply doesn't hold water anymore because there is no excuse for not measuring the outcome of your marketing efforts. Money for marketing can be limited, so we will show you some simple ways to measure the outcome of your marketing efforts. You measure your phone calls by having a report automatically made available for you on a monthly basis. For around $25.00 per month you can register a 1300 number and have it routed to your local business number. The benefits are twofold.

You measure your phone calls by having a report automatically made available for you on a monthly basis. For around $25.00 per month you can register a 1300 number and have it routed to your local business number. The benefits are twofold.

First, customers are more likely to pick up the phone and call because it's cheaper to just make a phone call. Rates are minimal, and should just be factored into the cost per client. If you are concerned with the cost of marketing than it is likely that you are not monitoring your marketing outcomes. If you were then you may be able to appreciate the cost per lead. If the objective is to receive phone calls, then at least register a 1300 toll free number. For Australian businesses check out '1300 Numbers Australia' and 'Simple 1300 Numbers'.

The second benefit is you have monthly reporting to work out your cost per lead. The same phone still rings, but the difference is each call redirect is being recorded for reporting. This type of report can show you the duration of your calls as well as how many people are calling you. For example if you spend $5,000 per year, and you receive 2 phone calls per month, your cost per lead would be $208.

Only by measuring your marketing campaigns can you decide if your marketing spend is being used in the most appropriate manner. There is no viable excuse to not measuring your marketing outcomes. Period.

Marketing for the mere sake of branding is no reason to not measure the outcome. When it comes to tough economic times, many companies curt back on their marketing budgets. Wouldn't it be wonderful to know exactly how your marketing campaigns are affecting your business? Cutting back due to the economy is disaster in the making. By measuring your marketing outcomes it will allow you to cut back on areas that are ineffective.