Most small business owners understand the importance of lead generation for attracting new customers to the organization. Yet many don't place enough emphasis on tracking the effectiveness of their lead generation campaigns.
Here are some simple tips for tracking the success of your digital lead generation campaigns.
Google Analytics
Google Analytics is a highly effective tool for tracking and monitoring the success of your digital lead generation campaigns. You have the ability to track a range of key metrics that could give you new insight into what's driving your business's sales.
Many businesses focus solely on the number of visits and page views they receive, but those metrics don't necessarily drive sales. You have the ability to configure your Google Analytics account to track your lead generation campaigns and measure the success of your digital advertising efforts.
Using the metrics gained from your Google Analytics account, you have the ability to gather information about who is returning to your website for a second look and what channels they're using to reach your site. You can learn about their specific geographic location and even what browser or device they're using.
Most importantly, you can determine what pages they visited while they were on your site, which gives you valuable information about what they're most interested in while they're browsing your content.
Facebook Insights
Many small businesses use social media platforms to generate interest in their brand, products, or services. Posting regular updates and sharing interesting information might generate plenty of customer interaction, but are you tracking which posts are converting those views into paying customers?
If you have a Facebook page for your business, Facebook Insights can show you exactly what posts are generating the type of interest you want from your prospective customers. Pay attention to the information shown about which posts are enticing people to click through to your sales pages, or which posts drive people to subscribe to your business newsletter.
YouTube Analytics
Carefully-created videos can transform the success of your digital lead generation campaign. Figures released by Mist Media reveal that the average internet user spends 88% more time on a website with video. Likewise, statistics released by Unbounce indicate that using video on a business landing page can increase conversion rates by up to 80%.
Share your videos on YouTube and embed a link back to your website or a clear call to action within the video content. You can display the video on your business website's home page or share them on social media platforms to increase the number of views each video receives. You can use YouTube Analytics to check your metrics and determine how well your digital lead generation efforts are working.
While using lead generation tools and working on various lead generation tactics is always a good idea for any business, it's equally as important to track the success of any campaigns. After all, you have the information at hand to let you know what campaigns aren't worth repeating, but you're also aware of what's working well you can replicate that success.
