It’s tough to distinguish which tracking strategies are going to be most relevant and effective for your business, and it can be difficult to understand the intricacies of the code behind tracking scripts or the overwhelming nature of some tracking software.
Fortunately, to get started with marketing tracking you don’t need all the fancy bells and whistles that marketing experts are touting all the time. You just need to understand and implement the basics.
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. According to Blue Corona, fewer than 30% of small businesses are using any form of website analytics, and one in five companies hasn’t even dipped their toes into digital advertising yet. Of the small businesses that have taken their businesses online, 47% are handling their own marketing efforts. They’re not marketing experts either — and they don’t need to be!
Break Off a Small Piece First, Not the Whole Pie
Trying to understand and implement all the different aspects of marketing tracking at once can be overwhelming and confusing. To get started, it’s recommended that you focus your energy on understanding where your web traffic is coming from and which of your marketing efforts are performing the best.
Once you know which of your lead sources are performing well, you can use that feedback to iterate from there — for example, you can put more of your advertising budget toward the ads that work best, or send the one email in your funnel that gets the most click-throughs and stop sending other emails.
To accomplish this, you simply need to implement UTM variables, which allow you to assess where your web traffic is coming from based on alterations to the URL of the page you’re sending traffic to.
Stop Wasting Money on Low-Converting Channels
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, “It’s important to use a link with UTM tracking so that you can measure the results of your time and money spent promoting your business via different channels.”
You won’t have to wonder what’s working in your marketing strategy and what’s not. With UTM links in place, you’ll have all the data at your fingertips to confidently make decisions about your marketing plans and budget.
Adding a UTM Link Is Just the Beginning of Your Lead-Converting Journey
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 promote your most popular content
- Integrate with a marketing tracking platform 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 and implement them into your business, check out the UTM Link Planning Worksheet.