If you’ve ever worked with us at Pinnacle&Co. you’ve no doubt heard us talking about how important it is to measure your results. In fact some might say that measuring is a bit of an obsession with us. But it’s actually not madness, measuring is the foundation of smarter marketing – and it’s how we achieve brilliant results for our clients.
Why we love to measure
Measuring results gives a true picture of the effectiveness of your advertising and exactly where your best results are coming from. When we know that, we can fine-tune your campaign to put more emphasis on your best-performing communication channels. It’s all about doing the best possible job for you by spending your budget wisely in the places where it will give you the strongest return.
What can we measure?
Digital channel measurement
Digital marketing makes measuring easy. We have a full suite of professional analytics tools that show us exactly what’s working. We then use this data to fine-tune our client’s advertising campaigns and make recommendations for how to attract even more customers and build their long-term loyalty.
For example, measuring open rates for emails that show the value your customers attach to receiving it.
Pinnacle&Co PromoM@ils achieve open rates of up to 80%, with an average of 40-45%, which is significantly above the standard open rate for the industry of about 15%. We train all our clients PromoM@il clients to understand the backend of their email systems so they can see exactly what’s happening with every one that’s sent. This type of insight is pure gold for understanding your customer and what engages them most.
Beyond that we can measure website interactions, how long visitors spend on which page, where they go next, where they come from and lots more. Each data point helps us refine and improve how we present your business online.
Non-digital channel measurement
With traditional media channels, like print advertising, we can still track results, but it usually* relies on you to record how your customers found out about your services.
“How did you hear about us?” is one of the most important questions you can ask a customer when they make contact. Knowing this will help us complete the picture for you and lock in a super-smart business growth strategy.
*It’s possible to track individual non-digital media channels by using different phone numbers, email addresses and URLs. For example if we wanted to measure how window posters perform compared to radio advertising for generating enquiries we could do that by giving them their own unique contact details.
Consistency is the key
Running a single campaign and stopping when the phone rings once is like planting a tree and never watering it. Regular, frequent ongoing advertising builds recognition, trust, and preference to make business blossom. It also keeps you top of mind, so that the next time they need your product or service, you’re the business they turn to.
Case studies
We’ve seen firsthand how companies can transform their results when they follow our recommendations and take a highly measured, strategic approach to their communications and customer service.
Check out case-studies on Pinnacle&Co. clients that show the value of measuring and refining over the years – you’ll be amazed by what can be achieved with a programme of regular communications created by Pinnacle&Co!
We’ve measured, then what?
It’s time to get personal
The human touch starts complementing your advertising communications from the moment of contact with a customer. Whether they’re a new lead or a returning customer the way your staff behaves is crucial to building preference and long-term customer loyalty.
As we remind our clients all the time, building a relationship with a customer you already have is a lot easier and more cost-effective than landing a new one.
A great way to look at it is to think of everyone on your staff as a salesperson. Everything they do reflects on your business and creates an impression. Even the smallest things like keeping your worksite tidy, nicely branded uniforms, or a friendly greeting can make a big difference to getting or retaining a customer.
Of course we’ll be able to measure this too. Great personal service will be reflected in more clicks, phone calls, emails, and visits.
Small jobs lead to big ones
Another thing to consider is the true value of a small job or sale. It’s easy to dismiss a small job as not worth it, but in fact it can open the door to an enduring relationship. Many Pinnacle&Co. clients have developed extremely profitable long-term relationships because they treated a small sale with the same care and attention as a large one. At Pinnacle&Co. we have fantastic clients who’ve been with us for years who first came to us for a business card!