In today’s episode, Kelley and her co-host/marketing genius Justin Knott. Today’s episode is all about tracking our marketing campaign: how to track your marketing campaigns, what are the best tools, and how do you get a leg up on your competition.
Check out the show notes below and download the full transcript.
Why is it so important to track these marketing campaigns?
It sounds like a no-brainer but larger organizations may have some tracking things in place, or blind spots in their initiatives. They’re either not tracking correctly or not set up correctly like their tag manager, or they’re just simply not tracking at all. Without tracking you are literally marketing blind.
ROI and Marketing Budget Decision Clarity
If you don’t have tracking, you don’t know your ROI, you don’t know which campaigns are the most successful, you don’t know whether to increase or decrease spend on those campaigns.
Testing and Optimization
You can’t optimize or test effectively if you’re not getting the proper data sets by tracking things correctly. Digital marketing has so many ways you can test and optimize campaigns and having the ability to test and optimize your campaigns is incredible, and is what separates the good from the great.
Often times people do not do enough with the data to get better and better. You want to be driving up conversion, driving down cost per conversion, increasing your impression share, and you can’t do any of these things without data.
Track Your Leads At All TouchPoints
You don’t know what the customer journey actually looks like without data. A lot of times people will just present an advertisement, and they’ll either convert or they won’t. If they don’t convert, it’s just lost revenue and if they do convert, that’s just great.
In a perfect world, if you had 100 leads that either called or clicked on your link, 100 out of 100 are not going to end up with an appointment. Because all of your leads are not converting, that means there is a leak in your loop and you want to close it as best you can. If someone is not ready to make a buying decision, they will continue to get segmented content from you to ultimately get them to make a decision. But, you need data in order to do that, otherwise you will be throwing money at a wall and praying that it sticks, or losing the leads.
What tool do you recommend for website Analytics?
- Google Analytics – the most powerful tool, our go-to tool and its FREE and under utilized. A lot of people add Google Analytics to their website and don’t use it or forget that it’s there. You want to focus your Google Analytics reports on the following:
- Monitor overall site traffic growth .
- See the sources that are driving traffic to your website.
- Analytics goals – the goal metrics in Google Analytics is really underutilized but a powerful tool.
Questions to ask yourself when it comes to Traffic sources:
- How are they entering? What landing page is driving the most traffic to your website, is it blog posts, the home page, service line pages?
- Where are they staying? Where are they spending the most time on your website?
- Where are they leaving your website? Where are you seeing a substantial drop off on your website?
How often should you check Google Analytics?
Ideally, you want to do it everyday. It’s really important in making decisions for your business, seeing how new content for your business is performing, and what you need to further optimize. If you have a marketing department or agency, they should be looking into those things constantly, but check in weekly or every day if you can.
At minimum you want to be looking at your Google Analytics every month and paying attention to the reports and doing a high level 30-45 minute run through once a month for the overall health of your website and find out what’s working and what’s not.
How do you track SEO success?
There are hundreds of tools out there that physicians and practices can use to track their SEO Success.
If you’re looking for a free, available, and effective option:
- Google Search Console – one of the most powerful tools that is out there for SEO visibility. It’s important to claim and verify your website with Google Search Console and submit a site map. Google Search Console will track all of your organic search performance for all keywords you rank in the top 100 search results for on your website. This is a great baseline to track your progress
- Uber Suggest – Neil Patel and his team provide you with one of the best FREE SEO research tools on the market. You not only get to analyze your site, but it gives you top pages, top keywords, content and keyword ideas. An added bonus is their SEO analyzer tools that give you a site audit and analyze your backlinks.
If you’re looking for a premium level SEO tool:
- SEMRush – this is a user-friendly SEO tool that does keyword research, tracks your competitions keyword strategy, runs an SEO audit, searches for back linking opportunities and so much more.
- AHrefs – is a popular digital marketing analysis tool that gives you URL rankings, competitor analysis, and preparing digital audits.
How do you know what keywords to track in these programs?
- Organic keyword conversion tracking – this is critical to know your organic traffic growth, keyword growth, and page growth.
- Competitor Analysis – With this option you can see what your competitor is ranking for, and you can find out how to target those exact keywords.
What tracking for digital advertising should we do?
- Google ads dashboard- best way to monitor your Google Ads campaigns
- Call tracking Software- tracking and analytics for phone calls and web forms. Hands down best way to track your ROI for SEO, PPC, and even offline campaigns.
- Tag manager – helps you better understand your conversions & site analytics. Works with Google and other 3rd party tags.
How do you track all of your marketing efforts in one place?
- CRM Software – Also known as customer relationship management software. It is a way to manage interactions with current and potential customer covering many of these business processes: customer data, customer interaction, access business information, automate sales, and ultimately drive sales growth.
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Thanks for listening. Kelley Knott
by Kelley Knott
Kelley Knott is an expert Physician Liaison Trainer and consultant. Her passion is the help liaisons and practices maximize their effectiveness to improve patient care and revenue new revenue streams for their practice or hospital system. She is one of the first people in the US to develop online courses specifically geared toward physician liaison marketing. She is a published author, entrepreneur, and speaker.