Information is Power

One of the most important pieces of data in an emerging business is sales data. This is important because all new businesses have limited resources and these resources need to be allocated to the venues that bring in the most revenue. The decision on how to allocate resources is like throwing darts at a dart board, if you do not have information. Information is Power.

You will receive your full monthly Internet Marketing Report in a few days via email. One of the components of the report is:


Call Source Report
Jan Feb
_______________________________________
Martinez 5 49
Sacramento 10 45
Oceanside 10 31
Rancho Cucamonga 24 65
Lancaster 2 21


This report provides intelligence into how many phone calls are being driven to each AccuDiagnostics office. If you recall, each office has a separate phone number that is ONLY listed in our AdWord and SEO listings. It does not appear anywhere else. You can see that as your SEO and AdWord teams continue to fine tune and tweak our strategy, the results are improving. However, we need to continue to refine this process.

The information we are accumulating is only half of what is needed. When a call is received at a franchise location, we need to capture two additional pieces of information:

1. How the person calling found out about AccuDiagnostics. This information needs to be logged on a call sheet log and summarized into a daily updated spreadsheet. This summary spreadsheet is to be forwarded to Kylee each Monday for the prior week activity. Kylee will compile this information and redistribute it. This information will allow your SEO and AdWord team to continue to refine strategy to improve results.

2. The initial source of each new customer. When a company or individual becomes a customer, the source of that business needs to be logged. This is the SINGLE MOST IMPORTANT piece of information you can capture. If you do not have this information, get out your dart board when it comes time to budget the annual marketing budget.

John Lipp will be in touch with you to discuss the implementation of this procedure.