The beauty of the internet is that a business can track anything and everything when it comes to your buisness marketing.  Gone are the days when a business just sends out a direct mail piece or radio ad and crosses their fingers hoping that business would start coming in.

The internet allows businesses to create and send marketing materials and track the effectiveness through a web site or multiple web sites.  The following are ways to integrate traditional media marketing with the web.

Using Multiple Web Site Addresses
Through Godaddy, you can buy a domain name for $9 per year.  You should purchase a separate domain name for every campaign that you run.  Then, when you send out a direct mail, use a different web address for that campaign.  You can create a new mini web site for that campaign and track the visitors to that domain to determine the effectiveness of the direct mail piece. On a cheaper level, you can create a redirect from that domain to the main company web site because we can still track how many people typed in the web address even if it redirects.

Using Google Analytics to Track Conversions
You can set up Google Analytics to track a visitor from when they get on the site until they submit a form or complete a transaction.  So, if you send out 1,000 mail pieces and 100 people visit the site, that’s a 10% conversion to visit.  If 10 people fill out a form or make a transaction, that’s an overall business conversion rate of 1%.  Google can track all of that and will be able to create a report that can be compared to other campaigns.

If you use your web site correctly, you can determine the most successful marketing campaigns and focus your marketing dollars on similiar campaigns in the future.