Marketing Tracking is a rather ubiquitous term in the entrepreneurial world, and with that ubiquity comes a bit of uncertainty. Since marketing tracking is such an umbrella term encompassing multiple methods and stages of tracking a campaign, it can be tough to distinguish what kind of tracking strategies are going to be relevant and effective within your business. It might feel as though you are attempting to piece together your marketing tracking strategy without truly understanding how each element works and how they interplay with each other.
When you’re first breaking into the tracking world, it’s hard to know where to start. You might read an article that explains the intricacies of the code behind tracking scripts and feel overwhelmed, because you’re not completely sure what they even are. You’re just looking for a straightforward way to find out where your web traffic is coming from or which of your lead sources are performing the way you want. You don’t need all the fancy bells and whistles that marketing experts are touting all the time. To start off with, you just want to understand and implement the basics.
You might even have recently started digital advertising within your business and feel as though some tracking tools require you to be a marketing expert to figure them out. Or you’ve never gotten a simple, straightforward answer to exactly what you need to do to figure out where your leads are coming from, and you’re tired of all the marketing lingo. There has to be a simple answer, right?
Most Small Businesses Aren’t Marketing Experts
While it might feel like your business is late to the modern marketing game, you’re definitely not alone on the bench. According to Blue Corona, fewer than 30% of small businesses are using any form of website analytics, and one in five businesses haven’t even dipped their toes into digital advertising yet. For those small businesses who have taken their businesses online, 47% are handling their own marketing efforts, meaning they’re not marketing experts either – and don’t need to be!
Break Off a Small Piece First, Not the Whole Pie
There are a lot of different assets involved when launching a marketing campaign, and effectively tracking and then optimizing these assets is what’s going to make the biggest impact on your ROI. But, as we stated before, marketing tracking encompasses a lot of different things. Trying to understand and implement all those different elements at once can be overwhelming and confusing. The solution is to focus your energy on tracking where your leads and web traffic are coming from. Once you know which of your lead sources are performing, you can use that feedback to iterate from there. To accomplish this, you simply need to implement UTM variables which allow you to track the campaign lead sources by specifically altering the URL that you are sending traffic to.
Stop Wasting Money on Low-Converting Channels
Not convinced that UTM variables are the way to start? Think about this: In an average marketing campaign, your business is going to utilize multiple channels in attempts to generate as much traffic as possible to your desired website or landing page. If you are sending all your traffic to the same website, how are you going to know which source they are coming from and which ones are performing the best? According to the UTM Link Planning Worksheet, “UTM links allow you to track your audience to see exactly where they are coming from.”
Integrating UTM Variables Into Your Tracking Strategy Should Be Your Next Step
Tracking your marketing campaigns by implementing UTM variables will allow you to:
- Know exactly where your leads and web traffic are coming from so that you can have a more complete picture of your customer journey
- See which platforms are generating the most leads so that you can put more effort into and budget behind the sources that are sending you the most prospects
- Understand which of your digital advertisements is converting the best in order to optimize your ad sets to only include your best performers
- Know which content piece or blog article is driving the most traffic to your website so that you can better promote your most popular content
- Integrate with a marketing tracking platform (like ONTRAPORT) that will automatically store and sort the information you gather from your UTM variables for future use
- Know when it’s the right time to “turn off” underperforming lead sources so you can get the most out of your marketing budget and boost your ROI
For in-depth information on what UTM variables are and exactly how to generate them and implement them into your business, check out our UTM Link Planning Worksheet.