attribution models. If we have done the job well, we will be able to know the digital steps that our clients have followed before being it.But this really, if I can call it that, is the “declared” attribution. They are the clicks that we have been able to measure. But what happens to what we have not been able to register? (before the first click and between the clicks that we do control) what happens if you visited us from different devices?
I could go on asking questions. What I’m going to is that:
Digital analytics gives us the best possible view of reality. But it does not reach the origins of each client.
Our audience has a large number of interactions before Qatar Phone Number List we know that they are interested in us (first registered click), and many others while making the purchase decision. Ask his friends, visit stores, browse from devices that we are not able to relate to, read opinions on social networks and websites … the possibilities are very numerous.
At the end of digital analytics, when you have a lot of conversion data, what you analyze are trends. If n users have behaved in this way, there is a certain pattern. Although we do not know the rest, we have a way to optimize our strategy.
Something similar happens in B2B businesses , although in a more controlled environment. The audience size is much smaller, and so are the marketing budgets. Therefore, it should be easier to keep track of the real origin of your customers.
Well, this is precisely what Jill Schiefelbein has done with her clients.
Those of us who, like Jill, dedicate ourselves to consulting or similar services, often wonder where our clients come from. We would love to know where they come from, to better focus our efforts, right?
In most cases we are only able to scratch the surface. Let’s look at the most common customer origins:
Web contact form .
Reply to one of our newsletters.
Email / call from a contact that introduces you to a third person.
Contact at an event.
These are the known clicks, the “declared” attribution that I mentioned at the beginning. But what happened before these signs? What led you to write to us? What motivated you to subscribe to our newsletter?
At most we ask who they met us through. Sometimes the answer is short (blog, event, etc.), but in many others they come to us through referrals. This is where we easily lose track, because with the question we are left in the first level, but who recommended that person? And turn to this?
In a recent Jill collaboration on entrepreneur.com , she explains how she tracked down her leads, tagged them, and analyzed their origins.
Through an analysis of the precedents of each of his clients, and I understand that with a good use of a CRM, he reached some very interesting conclusions. In your case , you found that:
47% came from talks he had given for free.
41% video content.
The rest organically.
He says that in 2018 his DE Phone Number has doubled its turnover . Of course, with experience he has been improving his services, meeting people , raising prices, … but he did not understand where he came from.
Thanks to this analysis, it is now clear where to invest its efforts, to reinforce the positive and improve its weaknesses (only 12% of the leads came organically).
If you did this analysis, what do you think would come out in your case? We are sure to be very surprised.
It is a difficult analysis to do (for the time to invest), but I found it super interesting. Can you think of a way to make it less manual?