Track where every job comes from

Who it's for: owners who aren't sure which of their marketing actually brings in work.
Time needed: 15 minutes to set up. About a minute per enquiry after that.
You'll need: a tally sheet (paper, a notes app or a spreadsheet) and access to your Google Business Profile.
Our view: ask every enquiry, every time. Count jobs, not just enquiries. Keep it simple enough that you'll actually do it.

Our Sales Tracking Guide

Step 2. Set up your Tally sheet

Make one column for each source:

• Google search

• Google Maps

• referral from a friend

• repeat customer

• ute or site sign

• letterbox flyer

• Facebook or Neighbourly

• trade directory

• other

Keep it by the phone, in your notes app or in one shared spreadsheet the whole team can reach.

Step 3. Tick twice

Step 1. Ask one

On every call, text, email and form, ask:

"Before I forget, how did you hear about us?"

Add it as a required question on your website form too.

Step 5. Save a slot per week

Once a month, open Performance on your Google Business Profile. Note the calls, website clicks and direction requests. Help: Understand your Business Profile performance.

Step 4. Check you Google Profile

At the end of each month, count enquiries and jobs for each source. Work out your win rate:

jobs ÷ enquiries = win rate

For example, 4 jobs from 10 enquiries is 4 in 10. That's the number our Can I afford ads? calculator needs.

Put one tick when the enquiry comes in. Add a second tick when it becomes a job. That second tick shows which sources actually bring in work.

Tally Sheet Template

Watch out for

• Guessing. "Probably Google" isn't data. Ask the customer.

• Counting enquiries only. A source that sends lots of enquiries but few jobs isn't a win.

• Lumping Google together. Search and Maps are different, so ask which.

• Giving up after a week. It takes a full month to see a pattern.

How to check it's working

• Check your scheduled posts in the Planner each month so there are no gaps.

  Most enquiries this month have a source next to them.

• You can say your win rate for your main service.

• You've stopped or changed one thing that wasn't bringing in jobs.

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Further reading: Promote your business (business.govt.nz)

Want us to do it for you?

Our Enquiry Fix sets up clear calls to action, click to call, a working enquiry form and call and form tracking, so you can see where enquiries come from. $695 +GST.

Part of the Local Trust Score guides from Buzz Marketing.
Check your score: Local Trust Score quiz

Example: Kiri's Monday hour

Kiri runs an electrical business and thought most of her work came from a paid directory. After a month of tallying, she found it sent plenty of enquiries but few became jobs. Referrals and Google Maps brought fewer calls but won most of them. She spent more time on reviews and kept a closer eye on the directory.

The rule: Ask, Tick, Total

1. Ask every enquiry how they found you.

2. Tick once for the enquiry and again for the job.

3. Total it every month and do more of what wins jobs.

Services

• Websites

• SEO

• Lead Generation

• Copywriting

• Graphic Design

• Google Adverts

• Email marketing

• Branding

Auckland office & Studio BUZZ:

4/5 Cunard Street, New Lynn, Auckland 0600, NZ

Serving small businesses across New Zealand

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