Measuring the Effectiveness of Your Online Marketing

Mario Feghali, SpareFoot.com& MiniCo

1. What’s the goal of having a website?

A. Look prettyB. Have great animationsC.To get more tenants

The Goal of a Website is…?

Save Money by Tracking

What is analytics?The process of measuring marketing performance and efficiency.

• Why should you care?– Every year, storage companies spend millions

of dollars advertising their business but few know what is working.

What do internet users do?Call

Do you have a number on your site?Can you track it?Fill out a formWhat information do you collect?How do you follow up?NothingHave an online coupon?Provide directions to your facilityRetargeting*

Mario’s Storage

A new storage company that just built a website!Needs clarity into how consumers are actually using his site.Wants to get more tenants.

Web AnalyticsGoogle Analytics

Powerful, easy to use, and FREE!Track your online activity Sign up: http://www.google.com/analytics/

• What can I track?– Basically anything you can think of:

Number of visits Bounce Rates Traffic SourceTime on site Page Metrics Specific GoalsPageviews & Much More

Easy to follow

Track by Traffic Source

1. mariosstorage.com 2. /size-10x10.html

3. /thank-you.html

What’s the Goal?

Conversion Funnel

500

200

10

Step 1: Get to home page

Step 2: Pick a unit (/size) 40%

Step 3: Confirm (/thank-you) 5%

10 rentals total. What if each click cost $3.00?

Track Calls Easily

Call TrackingSet up unique numbers you can attribute to specific sourcesMeasure the number of calls receivedRecord each phone call

• Callfire.com• $3.00-$6.00 /number & $1.00-$2.00/month• Can be applied anywhere

Pick a number…any number

*Add tracked number to webpage

Track Call Metrics

Type Sum Average Duration (sec)Live Answer 5 158.26Answering Machine 3 20.37Transfer 2 90.65Busy 1 2.34Error 0 0.0No Answer 3 0.0Misc 1 30.24Total 15

Measure Everything

Online MarketingSEOPPCLocal business listings (example)Online classifieds, directories, more…

• Offline Marketing– Print ads– Flyers (example)– Signs

Track here

Call: 512-350-3595

Performance of Flyer

50

20

1

Step 1: Students page (/students)

Step 2: Pick a unit (/size) 40%

Step 3: Confirm (/thank-you) 5%

Let’s also assume 3 calls that all turned into rentals. Is this good?

1000 flyers that cost $2.00 a piece

Tracking is Powerful

If you can measure it, you can manage it

• Call Tracking– Callfire.com

• Web Analytics-google.com/analytics

• Applications to online and offline marketing

Mario Feghali, SpareFoot.commario@sparefoot.com661-302-6001