The best way to reach your customers isn’t as obvious as it seems.
Just because one marketing channel is bringing views to your website doesn’t mean that it’s creating customers.
Knowing the difference between a winning and losing marketing channel can help you discover which sources are bringing in your most valuable customers.
2 Steps to Identifying Your Winning Marketing Channels
1. Trace each customer back to the source
You’ll first want to trace each customer back to the source where they first visited your website. Their first visit could be through a paid search, organic search, social media, or email marketing. Knowing how they arrive at your site shows you how many channels you’re dealing with. It may also alert you to channels you weren’t aware of.
2. Analyze Each Channel for Other Key Metrics
These metrics include:
- Visits per channel
- Leads per channel
- Visits-to-lead ratio per channel
- Lead-to-customer ratio per channel
Once you have this data, something a closed-loop marketing system can help you with, use it to optimize your marketing mix and focus on the channels that are delivering the best conversion metrics. Then examine the lead history of each customer and record every marketing touch and action that occurred between lead capture and close.
By calculating the percentage of customers who visited a specific page on your site prior to conversion, or who viewed a particular webinar or white paper, you can see which of your content was most effective in your marketing funnel.
This process also can include a review of specific market campaigns to determine which generated the most leads and customers. Or, you can look at which of your campaign landing pages generated higher-than-average conversions.
The insights you gain from these reports can help you fine-tune your content strategy or optimize your site to promote more influential pages.
