Our Marketing Tracking Document [Free Download]
When we first started marketing SiteFox, we realized that it wasn’t all about big marketing campaigns or messaging programs.
We quickly learned that it was really about maximizing our returns from each channel.
One of the things we did early on was setup a document to track each channel and gauge its efficiency for registering new clients. The efficiency is based off a number we derived after deciding on how much of our revenue we wanted to invest in marketing.
We’ve been using the spreadsheet for a while now and it’s really helped us strategically invest money in ways that maximize our return. So, we decided it would make the most sense to make it available for everyone.
If you want to download the sheet, just click here. (We hope you like the spreadsheet and will share this article with your friends too!)
Table of Contents
Understanding the Spreadsheet
The spreadsheet is designed to give you an idea of how much you’re spending on acquiring new clients, by marketing channel. It also, helps you decide on an optimal marketing budget based on the revenue from each client.
Use the spreadsheet to see determine what your profits will be based on fixed and variable costs per client. You can even see it graphed out, to ensure that as your company grows so will your profits.
Once you have that information outlined, you can choose how much you want to spend per client to attract new ones (the cost of acquiring a client). Input that cost to see how it impacts your profits and revenue.
When you manipulate the costs per channel, it will highlight red if it’s above your optimal acquisition cost. This makes it easy to identify which channels are underperforming.
Using the Spreadsheet
Using the spreadsheet is actually really easy. The formulas are set throughout the page to make your life easier. Just edit the boxes that are highlighted yellow to input the costs and profits for your business.
You can use a free analytics software like Google Analytics to get the information needed for each channel’s unique visits and goal completions.
If you need to keep track of offline marketing. You can add another row for that. Instead of using the metric “Unique Visits” for offline marketing, we recommend using “Reach” or how many people were introduced to your business due to your offline marketing efforts.
Note that the spreadsheet is specifically for marketing that has an ROI element. We use a different spreadsheet for our branding efforts and hopefully, once we see it working well, we’ll publish that one too!
Download it for Free
Once you’ve downloaded the file, just open it using Microsoft Excel and you’ll be able to edit and manipulate the sheet however you need to.
We’d love to hear your thoughts on the sheet. Did it help you build your marketing strategy? Is something missing? What should we add to make it more comprehensive?
Leave a comment below and let us know what you think. Also, don’t forget to join our newsletter to be alerted when we release new tools and updates in the future.