The Real Deal Offline Series: Are You Tracking The Leads Generated For Clients?

Hey Offliners,

Do you track the leads you're generating for your offline clients?

One of the things that I struggled with when I first got started was getting comfortable talking to my clients about inserting a lead tracking component in the marketing efforts that I was setting up for them.

Most offliners are just so happy to get a client that they don't really want to rock the boat by setting up tracking tools to truly know if the marketing campaigns they're using are really working.

However, at least two things happen when you don't track the quantity and quality of the leads you're generating for your clients:

- One: You never get the high level of confidence that you're marketing strategies and advice are really making a impact in your client's business.

- Two: You can't optimize your campaigns, techniques or strategies. You're always just trying something that may have a negative impact on your clients business.

I've tried many lead tracking systems, but the best ones are usually the simplest ones that are dummy proof. Tracking your client's leads can be as simple as:

- When setting up a client's landing pages use your own autoresponder account or insert your own unique email address in the clients autoresponder to be notified every time someone fills out a contact form on their website.

- Using a tracking phone number on the specific landing pages or marketing materials that you built for your client.

- Using a tracking code on coupons and ads that customers must use at time of purchase to qualify for the discount.

However, my biggest challenge was when I was doing a offline campaign like direct mail letters, newspaper ads, radio etc. and the client didn't really stay on top of tracking the leads or they weren't forthcoming with the information.

So in the last six months or so, I've been including mandatory lead tracking from the clients end as a part of my contract and I'm spending a considerable amount of time telling my clients that tracking their leads is the most important part of their daily business.

Do most offliners track the leads generated from their clients and what are some tips to help with helping clients "see the light" about lead tracking?

Chris