Industrial Marketers - Health Check your Industrial Directory Campaigns
WRITTEN by: Bill Sterzenbach |
We see a lot of industrial clients. In the spectrum of activities, we almost always see some degree of Thomas or Globalspec as part of their mix. Usually, These guys add to the value of their marketing efforts and are a positive component, but sometimes either through weak implementation or overly broad application we have clients that could improve the use of these tools greatly.
Step One: Measure
Be sure you have tracking parameters on all of you links in the directories. This is very simple to setup. To setup easy Google Analytics tracking URL's go here.
In addition to measuring clicks, you definitely need to measure calls as well. Some of the directories provide a phone number for tracking, but others do not. Ideally you should purchase your tracking numbers from a third party giving you flexibility if you need to move your program around. There are several great providers out there. I like IfByPhone
Step Two: Compare
Now that you are tracking your calls and inbound clicks, you should be able to compare the results to your other campaigns right within Analytics. It's now a simple dollars to results comparison. I'd look at direct traffic vs. search traffic vs directories. Take a look at conversions, time on site, page views per visit, and bounce rate
Step Three: Tune
Now, you may find from your journeys that the directories are not performing as well as other initiatives. Don't abandon them just yet. Contact your rep, let them see your findings and ask for direction. Often a rep can fix an ailing campaign with a few tweaks.