Marketing Mondays: Consultants! How to Test and Track Your Advertising

When I first got started in the marketing business the concept of testing and tracking your marketing and advertising was quite foreign. Don’t get me wrong, there were plenty of experienced people that were doing it – and they were much more skilled than I was – but most companies just had no clue.

I remember working with companies doing hundreds of millions of dollars in sales and they were plastering ads everywhere – except the ads had no distinct call to action and most definitely didn’t have any tracking mechanism in place.

If the company was running 10 ads and the one in the Wall Street Journal was working, but the other 9 weren’t…they had no idea…and would just keep running all 10.

It doesn’t take a mathematician to figure out they could have been making so much more money by tracking which ad was working and which others weren’t.

It doesn’t take a mathematician to figure out they could have been making so much more money by tracking which ad was working and which others weren’t.

Luckily, these days testing and tracking has become much more commonplace. These kinds of mechanisms are often built into your online marketing.

But what about in offline marketing….


Without further ado let me share with you 4 ways you can track your marketing and advertising:

1. Use coded coupons – different coupon #s in each ad or promotion you run.

2. Use a different telephone number – each ad or media is connected to a different telephone #.

3. Place your code in the call to action – ask your prospect to tell you where they heard your ad in order for them to qualify or get a bonus, etc.

4. Name it – have the prospect request someone by name. Use a different person’s name in each ad or media.

There are many more ways to track your media. The important thing is that you do.

What should you test in your marketing?

Here are several elements to test…

  • Your headline
  • Offer
  • Call to action
  • Images
  • Value proposition
  • Proof / Credibility element
  • Colors / Size / Shape
  • Layout and Design

Test it. Track it. Profit from it.

Please Share This Article If You Enjoyed It:

  • Helen Xu

    Hi I love to read your blog. It’s very informative and practical. I want to say thank you.

    • Helen – thanks for the kind comment and glad to have you as part of the community here!

  • Very well said ” Test it. Track it. Profit from it.”

    That would be the best practice.

  • mna

    Thanks for your blog, it gives me a lot of new info and make relook at things I overlook before

  • I love your blog it always straight forward and has steps that I can actually follow an implement in my own consulting business.