Never compare movement with progress. Similarly, running just a digital marketing campaign is not enough.
I WANT TO ASK YOU A QUESTION.
How would you improve something if you don’t even know how it is performing right now?
People in the virtual world generally make a mistake by comparing movement with progress. They think that clicking on:
1. Publish Button on an Ad or
2. Send an Email Campaign or
3. Running a Facebook/ Google AdWords campaign
is enough. Everyone knows that initiation is always better than perfection. However, that is just the beginning and the improvement of performance is based on ‘trial’, ‘errors’ and ‘fixes’.
So, far you have already been made aware of the tips and tricks about how you can optimize your Google AdWords campaign. In this piece of content, we’ll be learning how to measure the success of ‘lead generation’ and also how to analyze digital marketing campaigns performance.
A shift in the market has been experienced where we moved from the PC era to an era of wireless headphones and speakers that talk to us. ‘Online Buying’ behavior and decision-making fundamentals have also changed drastically. People tend to reach out to you instead of you reaching out to them and knocking their door.
The conventional means of traffic generation is over now, and it’s time to move to a better way of marketing by doing ‘lead generation’ with the most active marketing channels.
People are now reaching out to small businesses via marketplaces to get their desired products and services.
A successful customer acquisition happens in 4 stages:
Before jumping into the details of a campaign, you must focus on what is the outcome you are expecting from it?
For Example: If this is your first campaign then make sure that you are building an awareness campaign instead of an action campaign.
Awareness: It's a type of campaign which identifies what kind of audience will respond to your product/ services.
Interest: Interest segment out the people who are interested in the problem you are selling but, you can’t be sure that they are looking to buy the product right now.
Desire: Desire is the most important part which defines the type of customer set for your business.
KPI: Impressions: Views::Clicks:: Inquiry
Action: In this type, your focus will be to sell more and more products/ services.
KPI: Cost of Spend:: No. Of conversion
To get the maximum results out of your lead generation campaign you need to measure your campaign performance regularly.
To make things easier for you we would recommend that you use an advance lead management system for better tracking & performance review.
Daily Metrics to Measure:
There are few metrics which are crucial to measuring on a regular basis. These metrics act as a seed for the weekly and monthly measurements.
Daily Traffic to your Website/Store:
It is mandatory that you measure the traffic that is coming to your website. The Top 2 Core KPI for this part will be:
Store: Here is an example of a perfect store that you can use to maximize your leads.
Story/ Article: A content which is published on your website and is getting good traffic. https://uae.storat.com/stories/disappointed-with-results-from-google-adwords-here-the-top-7-tips-how-to-fix-your-campaign-1
Ad: The Ad or “Lead Magnet” which is getting all the traffic.
Note: Lead Magnet is a part of the content in a lead generating landing page which is used as “bait” for the user to make the decision fast & get converted.
Example: Of a perfect Ad page
Any drop in your traffic can impact the number of leads you are generating on a regular basis.
Weekly Metrics & Monthly Metrics:
What is the Click Through Rate you are getting?
“CTR” or Click Through Rate is generated based on the number of impressions you have produced on your website vs. how many actual users click on your link.
CTR should be calculated for both organic and inorganic marketing channels. It is more critical in an inorganic channel because you are getting charged for every single click. Our goal will be to generate a high number of clicks in less amount.
Clicks are not enough to convert the users. You need to measure how many people are making an inquiry on your landing page.
Make sure that you measure the following statistics carefully:
The faster you reach out to your customer the better chance you have in converting them. It is always better to categorize your leads so that you can close them into potential customers faster.
To do this, you can categorize all the leads you have acquired. As shown below:
This procedure will help you out in tracking your lead generation performance easily.
Make sure that the lead management system that you are using collect all the necessary information and also, you can add a comment, or update the details in it.
It’s great if you are using a highly advanced lead generation system to manage your leads. But to measure the source of traffic effectively you must assign your URLs a UTM Tag.
What is a UTM Tag:
UTM tag is an addition for your URLs to better capture:
3. Campaign Name: This will help you in understanding which specific campaign is bringing you that traffic.
Here, is an Example of UTM URL:
Once you get a lead, it’s crucial that you contact them within the next 10-15 minutes via any communication medium such as email, phone call.
To keep yourself updated with the current status of the lead generation campaign make sure you are using an advance lead management system which has smart notification features.
Also, if possible, add multiple email address & phone numbers so that it is convenient if you have a follow-up team for the leads you have captured.
Once you have identified the correct traffic source for quality leads you must optimize your landing page for better conversions. You can modify the images, change the content and work upon mainly the position of the call to action button and then track down what is the performance of your landing page.
For Example: Check out Point No. 6 on what is perfect anatomy of a Landing Page.