If you’re like most busy marketers we know, you’ve got a long list of daily to-dos. There are landing pages to assemble, email campaigns to craft, paid ads to build, social media profiles to update, and a blog to maintain.
Daily tracking of lead generation data isn’t exactly high on your priority list. Yet regularly reviewing the right metrics is exactly how you’ll know which of those efforts is really working.
In this post, we’ll show you how to better leverage your data and fit it into a busy schedule. If you want to keep your finger on the pulse of your company’s lead generation efforts in less than eight minutes a morning, this is the process for you.
THE QUESTION: Which campaigns are successfully driving traffic?
THE TECHNIQUE: UTM Parameters
How often do you use UTM parameters to track where your leads are coming from? These can be a powerful way to find out which specific emails and blog posts are driving qualified traffic to your landing pages.
Get into the habit of sending people to your most important content using UTM links. Then, when you fire up your lead generation analytics each morning, it’ll take just two minutes to see if yesterday’s efforts were successful at sending people to your website.
THE QUESTION: Where are new leads coming from?
THE TECHNIQUE: Lead Attribution
Next up is a glance at your attribution data. This will tell you precisely how people are discovering your brand. Since most leads interact with a company through multiple touchpoints before making a buying decision, you need to see what customer “journeys” are guiding people down the path to conversion.
While attribution modeling can get highly involved, let’s start with the basics. One easy way to see this data at a glance is to look at Google Analytics under Acquisition > All Traffic > Referrals. (Or, if you’ve set up goals, you can look under Conversions > Multi-Channel Funnels > Top Conversion Paths.)
THE QUESTION: What’s convincing them to convert?
THE TECHNIQUE: A/B Testing
If you haven’t A/B tested yet, start there. There’s a good chance your existing toolset has options for this powerful technique. Within Formstack Platinum accounts, for example, you can click one button to instantly create a second, testable version of a web form. Most email marketing platforms and landing page builders also come with A/B testing tools.
Test one feature at a time, and check the results each morning. Instead of painstakingly churning out new campaigns, you can uncover untapped opportunities within existing ones. You may be surprised at how many new leads you can squeeze out of a current campaign this way!
There are many more metrics you could use, but these are some of the most actionable.
Looking for more tips to maximize your lead generation efforts? Check out the link below!