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Closed-Loop Marketing – The Basics


Closed-Loop Marketing

Closed-loop marketing cuts through the widespread vagueness of marketing myths and assumptions and reveals real data about the success (or failure) of your marketing efforts.

Closed-loop marketing is about developing relationships with consumers based upon information about their particular preferences for a product or service. By gathering data about customers through interactions, where the marketer has placed cookies on visitors, on the landing page or website. In addition, the marketer may also have collected names, email addresses and user names from social media including Twitter and Facebook, allowing a process of continual communication to take place. By sending all traffic to a special landing page you will be able to ask  them to sign up for information, which will allow you to build customer profiles that can be added to an email list.

Tracking your Visitors

Making your website the central hub for all marketing activities will allow you to filter all incoming traffic from organic search, social media, email marketing, paid search and referral links. As soon as a visitor lands on your website you can start tracking their activities placing cookies on their particular source. By adding this tracking option you will be able to examine the data and evaluate which source is producing the most traffic. The areas that need improvement can then be the focus of subsequent changes. This is the entry point to your website, and if the visitor came from a trade show, Google, an email link or through a link on a blog post, you will now be able to track back to their source.

Most web analytics systems will allow you to track visitors by their search terms or referring website, but a step further is required to make sure your visitors are being assigned to the proper marketing initiatives (sources).

Creating a Tracking URL

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    This is a step that throws off many marketers because it treads into the world of IT and programming, but it’s not that difficult and once you learn the procedure, it’s easy to do. To make a tracking URL all you need is to add a parameter (or a token) to the end of your website’s link that will allow your analytics system to identify and track the visitor with a particular campaign.

    For instance, the tracking token used for Twitter may look like this: /?utm_medium=social&utm_source=twitter

    By using this kind of token that attaches to your URL your analytics tool will work for any of your incoming channels.

    Managing your CRM

    The next step is to create a landing page that has an area for visitors to sign up for a download such as a free e-book, Top 10 list, a free sample or a link to a video. The possibilities are many. The other thing you will need to make your marketing efforts work is a Customer Relationship Manager (CRM), which is marketing software that will map out your sales activities. The CRM platform can synchronize your sales activities and support your marketing and sales team. CRM platforms support your business activities from selling and fulfillment to identifying and rewarding loyal customers. SAP, Oracle, Salesforce and Base are just a few of the more popular options.

    More to come in our following posts…

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