Many small businesses are hesitant to advertise in newspapers and magazines by the sheer myth that such advertisements cannot be effectively tracked for response.
In truth, it can be achieved very easily using simple routing approaches effectively for leads and sales tracking.
We shall set the scenario and illustrate: Our target of discussion is small business owners who run local businesses with less than 100 staff at best.
The nature of their business is in delivering products or services directly and personally to their clientèle, for instance service-based like financial planning advice, legal advice (note that some countries do not allow law firms to advertise) or quantity-based like specialized stationary, electronic goods etc.
Their target markets typically spans a geographically localized scope within the surrounding few states.
They do not enjoy the vast financial muscle of large corporations, possessing only limited marketing and financial resources.
Being small and maybe start-ups, there is little understanding and usage of internet marketing although they do have company websites.
There is need to run campaigns and advertise the business in order generate more leads which then are turned into sales and hence, revenue.
Advertising channels broadly encompass television commercials (TVCs), press advertisements, marketing collaterals, email marketing & websites.
Tracking TVCs, Press Advertisements & Marketing Collaterals Prepare Your Tools

• Design Ad copies and emails with Hotline (Loop-Back) feature & website address prominently placed
• Prepare a Lead Tracking Schedule either manually or using an email format, encompassing and tabulating No.
  of Enquiries, No.
  of Leads, Source of Ad Channels, Name of Sales person routed to, Lead Status.
  
• The Lead Tracking Schedule will be tabulated at the end of each day
• Prepare a telemarketing script to lead generate effectively

The Process

• Ensure that the Hotline and email responses are attended to immediately
• Telemarketer to check the source of ad channel
• Route the lead to sales person.
  
• Sales person to revert on status of leads after attending the lead via email or call update.
  
• If your email system has the capabilities, consolidated email reports will be routed to your system on a daily basis

Tracking Email Marketing

• Track the number of your emails are opened or read.
  
• Track the number of email readers visit you website via your links
• At best, allow half a day turn around time.
  The longer you wait on the lead, the colder it gets.
  
• Monitor the hotline leads

Tracking Websites

• Ensure that there is a response or "shy yes" page which allows your website visitors to leave their details or inquiries
• Use certain analytics tracking systems to track your website traffic flow.
  
• The comprehensive reports will indicate from where, who, and how loyalty your visitors are.
  This will help you to further hone your target segments.