Hopefully, you have an online inquiry form on your website. Something more detailed than just an email link, where the customer fills in information to give you some background about their needs.

Oh you have that… great!

Perhaps you have a field asking: How did you hear about us?

If you do, that’s pretty good, but not good enough.

With all the communication options, these days, chance are that someone has heard about you from two or more sources. If you just give them a fill-in-the-blank field, they’ll usually give you the source of the last place they heard about your company, and no more.

That kind of incomplete information will give you misleading data on how your advertising is working. Your print advertising, for example, may drive people to your website, but you may not hear about.

In Part 2 of this topic, I’ll share the ideal way to structure customer response to give you better information about how they found you.

Andy Ebon
The Wedding Marketing Blog

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written by Andy Ebon \\ tags: advertising ROI, Andy Ebon, database, lead sourcing, website, wedding marketing