You need to track multi-channel marketing campaigns. Good marketers know the importance of monitoring their marketing efforts.
There’s just one problem. The complexity of tracking tends to increase with every channel you add to your strategy.
And, multichannel marketing is just the starting point. Today, conversations around omnichannel marketing are increasing.
So, if you’re leveraging every channel available to market your business, you’ve got your work cut out for you. Not just regarding the effort that must be put into every channel, but the effort involved in tracking them.
Let’s look at the steps you can take to keep better track of your multi-channel marketing campaigns with greater ease.
Clarify Your Goals
There’s no sense in tracking everything. You and your team must decide what metrics matter the most.
Some multi-channel marketing campaigns are for building awareness. Others are created to drive conversions. These are two different types of campaigns, so naturally, you would also track them differently.
Another important consideration is whether to track each channel individually or set objectives for the whole. If you have stats for each channel, you can gain a better understanding of which channels are offering the highest ROI, but this will require more effort.
Wouldn’t it be good to know the exact sequence your prospects are going through to sign up for your email list or make a purchase?
This is what attribution is all about. Studying user behavior in this way can help you identify how each channel is contributing to the greater whole. It can also help you determine your most effective funnels.
With this data, you can effectively tweak and improve the performance of each channel, ensuring that they are all playing a role in increasing your overall conversion rate and are supporting your multi-channel marketing campaign.
Keep an Eye on Your Data
The more channels you add to your strategy, the more data you’ll need to track. Therefore, it’s important to keep a close eye on all the data you generate.
With the help of data, you can identify trends and potential issues with your marketing. You can also determine the exact steps you need to take to optimize your efforts.
Further, you can figure out which are your best-performing and converting channels, which give you the highest ROI, how each channel is helping you accomplish a specific goal, and how your target audience is responding to your marketing.
Take Advantage of Multichannel Marketing Software
Multichannel marketers need to think carefully about their tool stack. It’s not that there is a shortage of tools available. But they don’t all offer the same data, nor do they all play well together.
This isn’t to suggest that you need a set of tools that sync with and complement each other. But keep in mind that the more tools you’re using, the more dashboards you’re going to need to check.
Tools and apps can make your life a lot easier. But they must be chosen deliberately and with intention based on how you’re executing your multi-channel marketing campaign and what you’re trying to achieve.
Whether it’s Agile CRM, bpm’online or KartzHub, it can be helpful to utilize CRMs and all-in-one tools that allow you to track, measure and analyze all (or most) of your marketing all in one place.
As you’re probably beginning to see, tracking your multi-channel marketing campaigns isn’t necessarily easy.
If you are clear on what your goals are. You’re monitoring attribution and data. You’re using the right tools and apps. Do that, and it should make your life a lot easier. In particular, finding the right app for your campaign can make a huge difference.
How are you tracking your multi-channel marketing campaigns? What tools and applications are you using?
Let us know in the comments below.