Tracking and measuring results in your Hispanic marketing strategy
Posted March 26, 2010 5:31 pm by Hispanic Market Advisors℠

Is your Hispanic marketing strategy working? In order to get the best return on investment (ROI), tracking and measuring results is an essential part of one’s overall marketing campaign.

tracking-results-hispanic-marketingA number of tools are available that make the job of measuring the effectiveness of one’s Hispanic marketing strategy much easier. Probably the best known tracking tool is Google Analytics, a free service offered by the search engine giant that allows in-depth analysis of one’s website traffic. For sites that also use Google AdSense and/or AdWords, the Analytics tool also allows easy tracking of conversions (sales/clicks).

Google Analytics and similar site statistic tools provide information on the number of unique visitors to one’s web site, the sources from which these visitors came, the keywords used to find websites, and other highly relevant data. By knowing where your visitors are coming from, and especially the visitors that end up buying a product, one can test which Latino marketing efforts are working and which are not.

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Other ways of tracking and measuring the results of your Hispanic marketing strategy include using contact forms on your website, and if you have a toll-free number, using the reports provided by your phone service for that number. The flow of responses measured in phone calls or completed contact forms gives web owners an idea of whether a specific marketing campaign has created an uptick in traffic or not.

Setting benchmarks for your Latino marketing efforts

After measuring and tracking results for a period of time, you can establish average rates of traffic, conversions, etc., and then set benchmarks for your Latino marketing efforts. For example, a web site may be getting large amounts of traffic and unique visitors, but for some reason visitors are not buying or clicking on ads once they reach the site. With web measurement tools, one can experiment with different types of presentations, sales pitches and the like to see what works best, and thus improve one’s site performance.

Since measurement tools allow one to know precise dates, times, landing pages and other relevant information, one can easily detect whether a press release, blog, article or other publicity event has created a buzz. If you are placing advertisements on other sites, services like Google Analytics allow you see how much traffic you are receiving from those sites and how many of those visitors are converting into sales or clicks. With such information website owners can determine whether they are getting sufficient ROI from any specific site to justify continuing the campaign at that web location. In addition, you can study each traffic source and analyze their average time on site. The referring sites with higher averages, for instance, may indicate more qualified visitors.

Because the internet world changes so rapidly, companies must maintain vigilant monitoring of their Hispanic marketing strategy efforts, if they hope to get the best use of their money, to avoid unpleasant surprises, and to focus on those market channels that work best.

Related topics: How to measure the ROI for Spanish-language sites