When you’re devising a new marketing strategy or refining an existing one, it’s helpful to have data on hand to guide you. Understanding where your existing leads came from can help you see what marketing efforts are working, which need help, and which ones to get rid of altogether.
If you’re not tracking leads, now is the time to start. Let’s take a look at the best way to track leads and what channels you should be taking into account as you think about lead tracking.
Understand Where Your Leads Originated
A great lead tracking tool will start by telling you where each of your leads originated. There are different tips and tricks for tracking leads, and they vary from channel to channel.
For example, including a newsletter sign-up on your website is a great way to capture leads interested in joining your mailing list. This is an easy way for you to identify where that particular lead came from. When it comes to other channels, like print, creating a unique URL with tracking (called a UTM) or specific telephone number for print ads allows you to track the source of the lead.
Once you begin to understand where each lead originated, you can better evaluate your marketing efforts by channel. If most of your qualified leads are coming via social media, you know you’re doing something right there. If you’re getting hardly any bites on your print ads, it’s time to revisit your strategy there.
Compare Tactics Over Time
As you begin to try out new ways of reaching and communicating with your customers, you want to have a way to measure your success. The best way to do that is to take a look at how efforts on that channel worked in the past.
Let’s say you launched a new product in March and got tepid interest from social media marketing efforts. You have a new launch coming up again next month, and you have made some major changes to your social strategy.
The only way to know whether those changes were successful is to look back at your previous campaign. Once you have the two data sets to compare, you can hone in on what exactly worked (or didn’t work) from each of your efforts, and refine your approach even further for your next product launch.
Gather All the Information in One Place
Besides being able to compare efforts in the same channel over time, it’s also critical to evaluate marketing efforts across channels. What works for one business is not necessarily going to be successful for another.
A Spreadsheet Won’t Cut It
When you track your leads as they come in across various channels, you begin to understand what works specifically for you. But if you have different methods for tracking across different channels, these efforts can quickly become messy.
Creating your own system may not be the answer. If you’re tracking email newsletter responses in your email marketing tool, impressions and engagement through your social media management platform, and print ads through UTMs and telephone numbers, you won’t be able to find the logic in the bigger picture. And if you try to unify all of this information yourself using a spreadsheet or some other MacGyvered method, you’ll quickly find yourself in over your head.
That’s where a system like our Client Center comes in. Not only does it provide insights into marketing efforts channel by channel, but it also gathers that information all in one place so that you can compare and contrast easily.
Want to get real insight on what’s working in your marketing? Contact our team today!