More on Business Directory Listings

Here are three ways you can begin measuring your ROI for each online directory you are currently under contract with, and those who may approach in the future: tracking, analyzing and optimizing


TRACKING

•For each directory/profile listing implement call-tracking numbers. These numbers allow you to track exactly how many calls come in from that listing. This also allows you to track leads throughout the entire process and decide if they are quality leads.

•Implement Google Analytics (the best free analytics tool available) to track referring sites (among other things). This allows you to see exactly how many people come directly to your site from your directory listing. There are some directories that can’t be tracked on analytics, so you will have to track these more closely in-house.

ANALYZING
•Each month every directory should send you a recap of the activity on your profile. They usually list how many visits to your profile, how many leads you got from the profile, how many leads went to your site, etc. You can use these numbers to compare to your tracking reports. This will also allow you to gauge if the leads are quality or not. Yes, they might bring in their number of guaranteed leads, but they may never convert into procedures, which is where the ROI comes into play.

•Reality check with customers: If the customer was looking for you by name, and your lead source intercepted them, they’re not doing you any good and you should discount those leads.

OPTIMIZING
•Each listing is different, but it’s important to find out all the ways you can optimize your listing for better visibility. Some allow you to add video, press releases, optimized content, articles, and before/after images – you should take advantage of any opportunity you can. This will allow you to know at the end of your contract that you have done everything possible to utilize the listing and you can accurately measure the ROI (bearing in mind that you are investing your time).
Also be aware of what you can get for free- sometimes free is enough to get you what you need.