The article by Guy Masono I’ve referred to in the past describes the last two of the 4Ts as Transact and Track. I’m going to discuss in more detail what I believe these two mean for your marketing campaign.
Transact, Masono writes, “refers to opening a two-way communication with customers and prospects based on the nature of an inquiry.” For example, your website has a lead-generating form that visitors may fill out in order to receive more information about a product or service.
The “communication” results when you or one of your employees replies to that inquiry. How quickly do you respond? Do you respond with an automated e-mail reply? With a phone call? If you don’t hear back from the customer, do you respond again? If so, how? With another phone call? With more information sent via e-mail.
Follow-up is key. It really is more than key – it is critical. Do your salespeople know what your marketing department is doing so that they may respond appropriately when a marketing campaign begins? Does your fulfillment manager have the tools, systems and processes ready to get your customers the products they order when they order it. Have a link missing in this communication/sales/fulfillment chain and just watch the chaos – and lost sales – that result.
Which brings me to the final T of Masono’s article, Track. I’ve seen it too many times – a business owner or marketing department spends oodles of dough in marketing, but keeps track of nothing. Did the direct mail piece bring in the $1 million in sales over six months, or was that the pay-per-click campaign on Google? Or a combination? Or neither? There are a number of tools out there to help you do this – some are free and some are available for a nominal cost. If you don’t know how to set these up properly, I recommend hiring someone to help you with this as the costs of setting this up will far outweigh the benefits of saved marketing dollars that are being wasted on inefficient efforts.
Track your results today and you’ll know where best to spend your marketing dollars tomorrow.
About Hartland Ross
Hartland Ross is an online marketing strategist, entrepreneur, and founder and president of eBridge Marketing Solutions - an online marketing agency and consulting firm catering to technology companies.
An expert in the principles of marketing, strategy and business development, Hartland began his entrepreneurial career in the building materials industry as a successful franchise owner and operator. He followed this up with a stint in the pulp and paper industry before landing positions with two different internet marketing startups in the online advertising sector. He then took his online success and moved on to become VP of Sales and Marketing for a national training and development company.
Considered a pioneer in the online world, Hartland has been working in the sales and marketing of web based technology companies since 1999. He is well recognized and regarded in the hosting industry and to date has worked with over 150 web hosting companies providing business growth, marketing strategy and industry direction advice and recommendations.
With 15 years of business development experience, plus over 10 years experience in working specifically with technology companies, Hartland is a sought after speaker and online authority who is often interviewed and quoted in various industry related case studies and articles.
Corporate philanthropy is also top of mind for Hartland who believes it's important to give back to his community. Hartland is a past board member of Young Entrepreneurs Association and is an active mentor for Junior Achievement helping our youth become the business leaders of tomorrow.
A graduate of UBC, Hartland holds a Bachelor of Science degree and a Master degree in Business Administration with a focus on Business Strategy.
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