Is Your Online Marketing Actually Working? Here’s How to Know for Sure.

by | Jul 1, 2025

Imagine you have a small budget to throw a party. You want to spend your money on the things that will make it the most fun, right? You wouldn’t want to waste it on invitations that never reach anyone.

Local businesses have to think the same way about their marketing money. They have limited budgets and need to make sure they spend them on things that actually bring customers into their stores.

But sometimes, that’s really hard to figure out.

The Problem: Wasting Money in the Dark

Many local businesses struggle with their online marketing. They might have a small budget and not a lot of experience, which can lead to big problems.

  • A business might spend money to “boost” a Facebook post, but have no real goal for what that boost is supposed to do.

  • They might pay for a website that looks nice but doesn’t bring in any phone calls or customers.

This happens because it’s hard to know if the marketing is working. Businesses sometimes chase “vanity metrics”—things like getting a lot of “likes” or website visitors. These things can make you feel popular, but they don’t always help your business. It’s like having a lot of followers online but no one to hang out with in real life.

When this happens, business owners can get frustrated and start to think that online marketing just doesn’t work. This creates a tough cycle where businesses don’t market well, which makes it harder for them to grow and attract new, talented employees to the area.

The Solution: A Guide to See What’s Really Working

The good news is that there are simple ways for businesses to track their marketing and see what is actually bringing in customers. Here is a practical guide they can use.

  • Point 1: Focus on Actions, Not Just Likes.

    Instead of just counting “likes,” businesses should track actions that are strong clues that someone is interested in buying something. These clues could be:

    • The number of phone calls they get from a “click-to-call” button on their website.

    • How many people fill out a “Contact Us” form.

    • The number of sign-ups for their email newsletter.

    • How many people click the “Get Directions” button on their Google Business Profile. These actions are much more valuable than a simple “like” because they show someone is ready to connect.

  • Point 2: Use Simple Tracking Tricks.

    Businesses can use easy tricks to connect their online ads to real-life sales. It’s like being a detective and finding clues. For example, they can:

    • Create an offer that says, “Mention you saw this on Facebook and get 10% off!”

    • Use special coupon codes or QR codes in their digital ads that customers can use in the store. When a customer uses the special offer or code, the business knows exactly which ad brought them in.

  • Point 3: Ask the Simple Question: “How Did You Hear About Us?”

    This might be the most powerful and easiest tool of all. Businesses should simply get in the habit of asking every single customer how they found out about them. By keeping a simple tally of the answers, they will quickly see which marketing efforts—both online and offline—are the most effective at bringing people through the door.

Don’t forget to ask our webchat about the best online marketing solutions for you!

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