It’s extremely important to know where your customers are coming from. Why? It tells you if your marketing is working! Lead source tracking in ServiceMonster offers insight so you can use your advertising budget in the most advantageous way possible. It allows you to effortlessly identify the marketing and ads that are converting the most customers, which will make it easy to decide which ones should be expanded and which ones you should consider discontinuing. (We feel so strongly about ROI tracking, in fact, that we’ve made it a key component in our FillMySchedule program!)
If you’re not already in the habit, start asking every customer (yes, even repeat customers!) how they got your number today. Maybe the first job they scheduled with you was because their friend told them what great work you did on their carpets. However, this time, they saw one of your ads on Facebook, and it reminded them that it’s been over a year since their last cleaning. If you copied over the original lead source (word of mouth), it would skew your data. The most recent job’s lead source would be Facebook.
Let’s say you just started a new marketing campaign, and you want to be able to track how it performs over time. The first thing you’ll want to do is create a new lead source for it in ServiceMonster. Start by clicking on the Marketing tab and then on New Lead Source:
Use the Quick Add dropdown in the upper right-hand corner, and select New Lead Source at the bottom of the menu.
Add a name, description, category, group, and sub group (if desired). Be sure to hit Save, or Save & New to create another lead source.
What if you’re in the midst of entering in account or order details, and you remember that the lead source you need to select hasn’t been added to your lead source list yet? No problem – after clicking the Lead Source magnifying glass, just drill down to create a new lead source without having to navigate away from the New Account screen.
Keep in mind, it’s essential that you don’t just enter in a lead source at the account level, but that you also include one for each order; they each tell you different things. Account lead source tells you how each of your accounts heard about your company, whereas order lead source provides you with specific intel on what the most effective triggers are for people to actively book jobs.
For example, let’s say one of your customers became your customer after a referral from a friend. The last few years they’ve reported that the ads you run on Facebook have been their motivation for booking, but on the last job they mentioned that a FillMySchedule card they received was a driving factor for scheduling. That new message you chose to include in the cards this time must be striking more chords than the one previous! With this information under your belt, you might want to consider taking some of the money that you’re investing into your Facebook campaigns and instead put it towards your FMS campaigns. Lead source tracking enables you to make the most of the marketing dollars you have to work with! If you’re having trouble remembering to add in lead source, click on the Company tab and select “Require Lead Source.” With this activated, the system will pop up a warning letting you know that you can’t proceed until lead source has been filled out.
It’s the end of the month now, and you’d like to take a look at your lead source stats to see how things look.
For a quick review of both account lead sources and invoice lead sources, click through to the Marketing Dashboard, where you can see stats for the last 30 days at a glance.
If a more detailed look is what you’re after, select the Reports tab. Under the Marketing category, you’ll see a couple of different options: Accounts by Lead Source and Invoices by Lead Source. The Detailed version offers full data manipulation, with links into accounts or invoices, along with financials. The Summary option ranks your lead sources from the highest number of accounts or invoices down to the lowest. Be sure to select the specific date range that you’d like to focus on!
It’s also important to take note of Responses and Conversions. Responses are the number of accounts that have a lead source selected, within the selected date range. Conversions are the number of orders that have been created from responses and that have made it all the way to invoice status, within the selected date range. Responses are a good way to gauge how effective each of your marketing avenues are, and Conversions are helpful in determining the ROI for your marketing efforts. You can view these metrics by clicking the Reports tab, and going to Campaign Results.
When it comes to lead sources, particularly order lead sources, specificity is your best friend. Avoid listing “current customer” as the order lead source: when you look back at your lead source data, “current customer” doesn’t tell you anything. You already know they’re a customer – what you want to know is what made them book another job? Did they see your ad on TV and that reminded them to schedule a cleaning? Or maybe they saw you in the newspaper, or heard someone talking about your business and it reminded them. Whatever the reason may be, try and be as specific as possible when you create lead sources. The more precise you are, the more useful and actionable the collected data will be, and the more consistent you are about entering in accurate lead source information, the easier it will be to effectively allocate your marketing funds.
Lead sources track the health of your marketing, and empower you to make decisions that directly benefit the success of your business. Make sure that you’re getting the most out of lead sources!