Your Prospects Are Multichannel. Are You?
UTM codes were formulated to track channel and content performance. Make sure you use them religiously on all links on ads and promotions and in embedded links in documents. Set up a shared Google doc or spreadsheet to automatically generate UTM codes for your team with an approved picklist of values for Medium and Source. Minify the links to ensure their integrity before using them. Here is an example, a link to a white paper on strategic planning and budgeting for marketing. It goes without saying that you use your Marketing Automation Platform (MAP) form capabilities to grab the UTMs and save them in the contact record.
Use a tag manager, and make sure you “pixel” visitors to your content no matter where they found the link. That way to can add them to your “pixeled” database of unknown but interested parties and do promotions to them through Facebook, Twitter and Instagram.
By tracking everything you will gradually start to learn which channels and content work best for you to attract visitors to your website and drive revenue.
Next month, we will continue the Revenue Marketing journey conversation, and focus on the marketing technology stack.
Please feel free to share your experiences with content marketing strategy and other insights on the above topics in the comments section below or email me at email@example.com.
Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.
Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at firstname.lastname@example.org. Download TPG’s new white paper: "TPG ONE: A New Approach to the Customer Journey."