They say a picture is worth 1,000 words, which is why Straight North created the infographic below, the Lead Generation Ecosystem. It allows you to take in the entire scope of online lead generation in one view. Originally designed as an internal training tool, the infographic is now available to the public and has already helped many entrepreneurs and companies spot opportunities and problems with existing campaigns.
Pay special attention to the hexagons below and to the right of the COMPANY WEBSITE. It is here where many campaigns fail, in the blocking-and-tackling processes of data management and analysis. Missing pieces and misconnected pieces in this area will hamper or completely ruin marketing campaigns regardless of how creative and strategically sound they are.
For example, many marketers make the simple but devastating mistake of not tracking phone inquiries. Form submissions from the website are easy to track in Google Analytics and other backend website platforms, but phone tracking requires special technical setup. If it isn’t done, then marketers have no way of knowing which marketing campaign (if any) generated the phone inquiry. Without knowing this, marketers cannot judge how well campaigns are doing or test them properly to make improvements. This simple disconnect renders the campaign ineffective — at best.
Review the infographic now:
Infographic created by marketing campaign
Brad Shorr is Director of Content Strategy at Straight North, a full-service Internet marketing company in Chicago that specializes in SEO, PPC and web design. With over 25 years of sales and marketing experience, Shorr been featured on major online business publications including Moz, Forbes and Entrepreneur.