The best tip I can give is to define your marketing attribution model accurately. That is a complex issue: there is no one way or best way, there is no secret key. It very much depends on what is the goal, the macro goal and the micro goal. Having a clear goal or goals and being on top of your content would be a good start; the key is being very well organized.
– Invest time setting up your campaign correctly: divide the campaign into smaller compartments (the direct email part, the social media part, onsite promotion or pop-up, newsletter, etc).
– Use separate landing pages for your campaigns, with one call to action per page.
– Invest in a marketing automation tool, which will collect information about the campaign and help with lead generation and follow up. It will also help with measuring and reporting. It doesn’t have to be a full time tool, you can choose an on/off solution to keep the budget tight.- Document everything you do – analyze what works best and repeat it. When something doesn’t work, analyze what went wrong and learn the lessons from it.
Done this way there should be no problem with seeing where leads are coming from and which ways work best.
What common mistakes do marketers need to avoid?
The number one thing to avoid is the something I call “I want it all and I want it now approach”; especially for small and medium-sized businesses which have limited marketing resources.
Running multiple campaigns with different calls to action simultaneously via all possible channels definitely makes you feel really busy and gives the ‘lots is going on’ look. At the same time, this approach means you’ll have a lot of trouble measuring the campaign’s reach and effectiveness, identifying which channel brings the best result and attributing it correctly.
The second mistake comes together with the first and it is called “What a great idea, let’s do it and let’s do it now”. This is when the idea for a campaign or promotion feels so right and you are so convinced that it is one-in-the-million chance to break through that you set it all up in a rush and just hope for the best. This approach can really bite sometimes.
So my recommendation would be:
– It is better to run one or two well-planned and well-organized campaigns but to be in control of the outcomes, measure the result, tweak where needed and improve on the go.
– Every great idea has great potential to become successful. Write it down, and sleep on it. And if it feels so great in the morning, plan, share with colleagues and implement it in a calm manner.
Time is both your biggest ally and also your enemy. You absolutely MUST take time when working on campaigns and time is also a great investment. Time gives a great understanding of what is going on at every point and control over not only the campaign but also the campaign’s outcomes, which is very rewarding in the end.
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