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Measuring Results for Offline Services

by angiebee
3 replies
I've been reading some very helpful and informative posts here regarding the offline consulting biz. However, one thing I haven't seem to come across, is how to measure results of the various services that people are offering.

In some of the posts, people are stating that their client is seeing X% ROI based on what they've done.

How do you quantify this? Ex. I got you to the first page of Google for your search term. How many sales did that translate to?

I got you x number of fans on Facebook or followers on Twitters, etc. How do you monitor/track that so you can take credit for the increase or be able to say to the owner of the business exactly or approximately how much you've increased their bottom line.

I'm assuming anyone that is providing these services is offering some type of report to the business owners that tracks their progress.

I'd be interested if anyone would be willing to share any samples/ideas on it as well as any tools they use for the measuring their results.

Thanks,
#measuring #offline #results #services
  • Profile picture of the author James Foster
    Some of this will have to do with the business's own sales funnel. Some businesses are only interested in getting people to their site (and it's easy enough to track that) because they know for every so many visitors, they'll make $X.

    But another great way to track is coupons. If you send people to their website, their website can instruct them to print off and bring in a coupon... That's as simple to track as a piece of paper with a pencil.

    But most businesses aren't marketers. They are just interested in expanding their "brand" so if you can bring them an extra 2,000 fans to their fan page... they see that as a win and won't ask any further questions.
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    • Profile picture of the author kmckillop
      As mentioned you could do coupons, either printed or verbal. Something like 'mention the word google to receive your discount'.

      Certainly creating an email list from the site is a measurable stat.

      Put a phone number in ads/marketing that is tracked (I use Call Tracking | Mongoose Metrics). That way you can see how many phone calls they're getting because of your online efforts.

      Its also very advisable to get a baseline of what they're getting right now to compare and from there, easily demonstrate the ROI based on how much more business they're getting. That combined with your other stats should provide more than enough.
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  • Profile picture of the author angiebee
    Great information...thanks!
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