An effective marketing attribution strategy is one of the most important components to include in your business’ marketing approach.
To give you more insight into why this is key, this article will take you through what marketing attribution is, and how it can lead to success. On top of that, you’ll also learn how expert software – such as Mediahawk’s call tracking services, for example – can further improve your strategy.
What is marketing attribution?
Marketing attribution is a process that involves analysing the company’s entire marketing performance to gain a clear picture of how effectively you’re delivering new leads and sales.
You need to extensively monitor and evaluate every area of your marketing, including each channel, campaign, and activity.
This way, you’ll have the most accurate data surrounding customer engagement across your business, and be able to identify your strengths and weaknesses more precisely.
In order to make the right enhancements to your marketing, you first need clear and well-structured data as a foundation. The more insightful your data, the more informed you are on how to improve your marketing efforts.
How can call tracking improve your marketing attribution?
If you want to significantly improve your attribution process, you should incorporate call tracking software into your business.
This expert tool allows you to track every customer call, as well as receive beneficial data on customer engagement across your marketing.
Some of the crucial data offered by the software includes:
- Which sources produced customer calls – All of your inbound calls can be tracked to show which marketing sources customers visited before they called.
- Activities delivering inbound enquiries – Each time you receive an inbound enquiry, you can trace the different activities that funnelled the customer to this point of interaction.
- Sources that led to website visits – The software can also show you which touchpoints were visited by customers who also landed on your website.
- Revenue generated from each call – You’ll also be able to see how much revenue your business received from each call. For example, this could be a purchase made by a customer over the phone, or after they called you.
How can marketing attribution elevate your business?
With the right attribution strategy, accompanied by call tracking software, you can greatly enhance your business in many ways. This includes:
Identifying your most valuable leads
With the insights from your software, you can use this to develop customer journey maps for your attribution.
These will cleverly map out every touchpoint visited by customers before, during, and after they called, in addition to the journeys of those who didn’t call.
Therefore, when you identify a valuable lead – such as a customer who calls with keen interest in a purchase, for instance – you can trace which sources they visited prior to the call.
As a result, you’ll know which areas of your marketing are delivering the highest-quality leads, and you can focus developments accordingly.
Improving your activities
You can also use the data from your attribution to identify which activities are producing the most leads and sales for your business.
You can then review the different elements of these activities, and find out what makes them engaging for customers.
With this, you can structure your marketing efforts to improve interaction. For example, you may find that social media channels are best for activities which include short, more direct content.
This way, every area of your marketing is designed to generate the highest number of leads and sales, based on the crucial data revealed by your attribution process.
