When it comes to online marketing for your small business, you can be proactive with Google Analytics and track the interactions that customers have with your marketing materials before arriving at the site to make a sale or enquiry. But even this might not necessarily give you the full picture of your online marketing performance.
In truth, modern internet-savvy consumers often interact with a site a number of times before making a conversion, so it’s important to be aware of all of the ways they came to engage with a site or product. This is attribution modelling.
By recording every step in a chain of interactions with a website we can assign a more accurate value to each online marketing channel.
At first glance, your conversion data might be dominated by direct traffic, where customers have punched in your URL for themselves. In turn, this might lead you to believe that your other non-direct marketing channels are less valuable. But with attribution modelling we can uncover how the customer interacted with the site before their final converting visit.
It is likely to become very apparent that SEO or PPC plays a much greater part in the conversion process than first assumed. Yes, a visitor might have converted on the back of a direct visit, but they may have first discovered the company through a banner ad, a PPC link or a natural SEO listing on a generic search term.
Attribution modelling could reveal that a PPC campaign, perceived as poorly performing, might actually be drawing in important traffic which ultimately converts via another channel.
Are you seeing the bigger picture of your online marketing campaign? Talk to the experts at Hit Search today. We could plan a successful multi-channel online marketing campaign for your business, which benefits from the most transparent reporting available, so that you know exactly what you are getting for every penny of online marketing spend.
Hit Search also recently unveiled Real Time Dashboards (RTD) so that customers can see exactly how their campaign is performing at a glance. For more information, visit http://www.hitsearchlimited.com or call 0845 643 9289.