But this is really, if I can call it that, the “declared” attribution. These are the clicks that we have been able to measure. But what about what we have not been able to record? (before the first click and between the clicks that we do control) what happens if they visited us from different devices?
I could go on asking questions. What I'm getting at is this:
Digital analytics gives us the best possible view of reality. But it does not reach the origins of each customer.
Our audience has a large number of interactions before we know they are interested in us (first click recorded), and many more while they are making the korean girl whatsapp number purchase decision. They ask their friends, visit stores, browse from devices that we are not able to associate with them, read opinions on social networks and websites… the possibilities are very numerous.
In the end, when you have a lot of conversion data, what you analyze are the trends. If n users have behaved in this way, there is a certain pattern. Even if we don't know the rest, we have a way to optimize our strategy.
The same thing happens in B2B business , albeit in a more controlled environment. The audience size is much smaller, and so are the marketing budgets. Therefore, it should be easier to track where your customers really come from.
Well, this is precisely what Jill Schiefelbein has done with her clients.
Those of us who, like Jill, work in consulting or similar services often wonder where our clients come from. We'd love to know where they come from, so we can better focus our efforts, wouldn't we?
In most cases we are only able to scratch the surface. Let's look at the most common customer origins:
Web contact form.
Response to one of our newsletters.
Email/call from a contact introducing you to a third person.
These are the known clicks, the “declared” attribution that I mentioned at the beginning. But what happened before these signals? What led them to write to us? What motivated them to subscribe to our newsletter?
At most, we ask who they knew us through. Sometimes the answer is short (blog, event, etc.), but in many other cases they come to us through references. This is where we easily lose track, because with the question we stay at the first level, but who recommended that person? And then this person?
In a recent post by Jill on entrepreneur.com , she explains how she tracked her leads, tagged them, and analyzed their origins.
Through an analysis of the background of each of his clients, and I understand that with a good use of a CRM, he reached some very interesting conclusions. In his case , he found out that:
47% came from talks he had given for free.
41% of video content.
The rest organically.
He says that in 2018 his business has doubled its turnover . Of course, with experience he has improved his services, met people, raised prices,… but he did not understand where it came from.
Thanks to this analysis, you now know where to invest your efforts, to reinforce the positive and improve your weak points (only 12% of leads came organically).
If you were to do this analysis, what do you think would come out in your case? We're sure to be very surprised.