You’re hesitant to use marketing efforts to boost your firm’s brand or to generate leads because in the past, it just didn’t seem to work. However, were you tracking your campaign effectively to determine what did work?
Here are three ways to track a marketing campaign’s effectiveness to determine adjustments for current plans and to influence future efforts.
- Leverage UTM codes to create and track URLs associated with a campaign. UTM’s are free to use and create, and are an extension to an existing URL. For example, your tax season landing page might be http://domain.com/2016-tax-season-landing-page. By adding a UTM to the URL, e.g., http://domain.com/2016-tax-season-landing-page?utm_source=Website&utm_campaign=tax-season&utm_medium=Facebook, you can track the source (website), the medium it was placed on (Facebook) and the campaign name (tax-season). Change the medium to the platform the content was shared on, e.g., LinkedIn, newspaper, radio, Twitter, etc.
- Split testing is a great way to see how your audience responds to your promotion. This is very effective in email. Change one control element, such as a photo, word in a headline, or color of the call-to-action button. Split your audience based on a demographic or geographic target, such as age, gender, city, etc. Then send one email to a group (A) and the second email, at the same time, to the other group (B). Use a UTM code to track links and consider separate landing pages on your site for each campaign.
- Website analytics are filled with data for campaign effectiveness. In Google Analytics, for example, clicking on Acquisition/Campaigns/All Campaigns you can see which efforts drove the most traffic to your site by medium, which is defined by the UTM code.
Knowing what your audience is responding to helps you determine the best marketing efforts to use in the future.
Without tracking, how do you know what’s really working?
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Disclaimer: This post originally appeared in the CPA Client Bulletin Resource Guide, © 2016, AICPA. Reprinted by permission.