What to do with all those measured leads?

Well now that we have some history to work with, we can set about improving the returns you are getting on your advertising spend. This is not rocket science, it's simple straightforward planning that is ignored by nearly 80% of small businesses.

Here's what you need to do:

Examine your leads and where they come from, which channels you have advertised on. If there are channels that are generating no return (no sales) then stop using them. All those dead channels are doing is building awareness of for you competitors. So, if you have a magazine advert going out that is bringing no sales, ditch it! Take the money you were spending on that, and move it to one of the better performing advertising channels. Oh, and just so we don't get all confused here, when I say "advertising channel" it's the same as saying "Magaine you are advertising in".

Once you have shuffled your advertising spend a bit, watch the results over the next month and measure the outcome.