Why should you care about revenue for your local clients?
You should care about revenue because that’s what your clients care about. It’s their bottom line. It’s what they understand. I can’t tell you how many times I sent reports with organic growth, keyword rankings, conversions, and leads only to realize our clients didn’t even read my report(s). I am not saying neglect all other KPIs. I am just trying to emphasize revenue growth at the top of my reports.
Let’s think of the mindset of our clients when they get our reports.
What Puya used to do before:
Email subject line: February/2015 report – New Media Sources
What Puya does sends now:
Email subject line: February/2017 revenue and analytics report
Let me ask you a question; What do you think your clients are going to be interested in more when they read those two subject lines. Alright, forget that question. What would you be interested in more? You’re about to find out exactly how much revenue was generated in February of 2017. Nuf said!
Okay, okay, I know what you’re thinking…
Most of us “digital marketers” only care about data crunching and no one is watching the bottom line for our clients. The truth is we do use and quantify data in many different ways to achieve results. It’s super important!
BUT… and that’s a big but.
Data is not, and should not be, the only thing to track.
At our agency, we like to keep it pretty cut throat and we care deeply about tracking data. But we’re married to one thing and one thing only:
So ask yourself, if “data analysis” is part of your word arsenal at work, but “revenue” isn’t:
- What are you reporting back to your client?
- Do they give a shit about rankings or traffic? If not, stop reporting garbage
- Does your client have any system in place for tracking different revenue sources?
- Are they comfortable sharing sensitive information with you so that you can track your results better?
Yes, I can share rankings and traffic numbers all day. In fact, I have dozens of data points showing how “amazing” my numbers are. Seriously, who gives a f$#$ (notice the dollar signs). I promise you, 90%+ of our large clients only care about customer acquisition and growing revenue from any given digital campaign.
Folks, track revenue. That’s all there is to it. Without out it, we’re all just a bunch of glorified data pushers.
Let’s get down to it.
Step 1: Sign up for CallRail
Your first step is to sign up for any call tracking software. I like CallRail. They’ve been good to us. Other than the random call quality problems, we haven’t had a lot of problems with them.
Putting your clients on CallRail is simple. Simply add a client and set up (DNI) dynamic number insertion. Depending on the client you can ask for 5+ numbers so that you know where their customers are calling from. This step is very important. Without knowing where people are calling from, there is really no point in tracking phone calls.
Grab the JS code and put it on your site. We put this code right before the </body> tag. Works like a charm.
CallRail is really good at figuring out the source of the call. I seldom pick anything other than “All” in the “standard tracking” section.
Step 2: Talk to your client
Here comes the hard part. You know when you ask your client if they can send you something as simple as their logo or their product catalogues? Well, you’re about to ask them to get something even more important:
Their CRM Data
Most of our clients don’t run elaborate e-commerce websites. Because of this, we’ll have to manually request that they send us all their orders each month. It’s usually an excel sheet with who they are and what they purchased.
Step 3: Compare your data to theirs
What you want to do next is compare your call data to their excel sheet. I am not going to teach you how to use excel or Google sheets (shame on you if you’re not using Google Sheets). If you want to track revenue, I assume you’re an advanced data analyst.
Our SEO (yes our SEO) then exports our call data from CallRail.
Now that you have all the data you need. You can finally start recording actual revenue numbers. Here’s a template you can use to report back to your clients.
Final thoughts on tracking revenue digitally
Can you image going back to your client and showing them real revenue numbers from your efforts?
“Hey John, you paid $5000 last month for our services. I brought back $45,000.”
And guess what? John doesn’t get any “keyword” rankings from me. He only finds out what his return on investment was with our company. How F#%$^& awesome is that?