Why you should be using UTM values
If you’re not using UTM values, you should probably get on that ASAP. Just by adding a small code to your URLs, you could be tracking what campaigns are working for you, as well as which mediums, and where your leads are coming from. This can help you make sure that the ROI of your paid marketing campaigns are actually worth it, and you can avoid wasting your time and the marketing budget.
No matter what platform you’re using to keep an eye on your leads, these values are easy to use. All you need are three labels – whatever campaign you’re trying to track – and a platform to track them on. There’s no real extra effort on your part, so it’s definitely worth it!
Now you know you need to be using UTM values, how can you use them to your best advantage?
UTM value best practices
- Always use for inbound marketing campaigns
The point of UTM values is that it will help you track inbound leads, allowing you to analyse how they engage with your content on other platforms. If you don’t use them for this purpose, you won’t get the results that they can really bring to the table.
Don’t use the code on your website pages, however. For your website, you should use website tracking tools instead, as this will more easily and accurately show you what your leads are looking at. Certain software can even tell you who they are.
- Shorten links for easier click-throughs
There’s only one problem with UTM values, and it’s that the code makes your URL a lot longer and less easy to look at. Try using a URL minimiser such as bit.ly or ow.ly – which can be especially effective on platforms such as Twitter or email campaigns. This will make it much easier for your contacts to click through to content instead of just seeing a long, unsightly link.
- Use a marketing suite that tracks, scores AND reports
It’s helpful to see where leads are coming from so you can analyse engagement and ROI, but wouldn’t it be better if you knew how sales-ready they were too? Instead of just getting the statistics about what’s working and what’s not, you should be using a system that can at least approximate how hot or cold a lead is.
Different systems have different ways of doing this. GatorMail automatically inserts UTM values for any URL you use in any campaign sent through CommuniGator. GatorLeads then uses chillies as an indicator of heat – one for quite a cold lead and 4+ for a hot, sales-ready lead and reports it in your lead dashboard. Whatever platform you choose, make sure you get the most out of it with your UTM values.
- Monitor your results
The number one way to get the most out of UTM code is to monitor the information it’s giving you. Keep an eye on which campaigns are working, what grips the most attention, and adapt your strategy on a monthly or quarterly basis. Don’t let the statistics you receive go to waste. Use your data to improve the way you market, and in the long-term your marketing will be more successful.
Want to know more about UTM values? Check out this guide…