Marketing Campaigns
Marketing campaigns are a powerful way to refine and improve your marketing efforts; by attributing campaign data to families within your CRM system, you can identify which of your campaigns are more successful than others so you can focus on more successful campaigns in the future. You can also use marketing campaigns to do A/B testing. Finally, LineLeader Enroll marketing campaigns support the use of powerful UTM codes.
(Unfamiliar with A/B testing and UTM codes? With A/B testing, you keep trying different things with your marketing materials and track which versions get better response rates so you can keep improving your success rate. A UTM code is a simple snippet of code that is added to the end of a URL to see where traffic comes from. For example both of the following URL's go to the exact same page...
...but the first one tells you how the visitor found that page.
Setting Up a Marketing Campaign
To setup a marketing campaign, login to LineLeader Enroll and first go to Settings > System > Features> Marketing Campaigns
Next you can go to Automation> Campaigns
At this page, you can view/edit existing campaigns or add new ones. To add a new campaign, simply click "Add Campaign"
When adding a new campaign:
The name should remind you of what this distinct campaign is.
Several reports use the Campaign Code rather than the Campaign Name, so make sure the Campaign Code is clear enough to tell everyone which campaign it refers to.
The Campaign Type is a tag you can leverage in reports.
UTM Campaign can be left blank if you aren’t using UTMs. (The "utm_campaign=" part can be ignored if you are not using this field, and you should not include that as part of the field. See the above example.)
Automatically Attributing Marketing Campaigns
Now that you have a marketing campaign setup in your CRM system, there are a few different ways you can attribute that campaign to families.
To automatically have these campaigns attribute to families, you can either:
A.) Have "UTM_Campaign" parameters included in a URL when a family is submitted into the CRM system, and as long as that parameter is mapped to your marketing campaign, it will automatically attribute.
B.) Assign Marketing Campaigns to your Landing Pages. When building a landing page in your CRM system, you will have the ability to assign a specific Marketing Campaign to that form. When any families enter your CRM system through that form, the system will automatically assign that campaign to the family.
Note: If you are using our Web Hook (aka Client Form) method, you can also pass in any Marketing Campaign value to us.
Manually Attributing Marketing Campaigns
There are two ways you can manually attribute Marketing Campaigns to families within your CRM system.
The first way is to go to a family record, click on "Marketing Campaigns" tab, and view or add campaigns to the family.
Note this tab might be hidden behind the "+" if campaigns are not actively being used)
The second way is the ability to assign campaigns in bulk. If you go to the families table in your CRM system, filter for a specific group of families in your CRM system, then click "Group Action" you will have the ability to assign a marketing campaign in bulk to all families in your filtered group.
Reporting on Marketing Campaigns
Now that you are tracking Marketing Campaigns, you can use that field in various different reports within our system.
One of my favorite ways to use Marketing Campaigns in reports is to add it as a filter. Go to any of your favorite reports, perhaps "Conversion Success", click on the fields icon in the top right, and then add "Marketing Campaigns" as a filter. When you do this, you will have the ability view your conversion data across various different marketing campaigns, to see which have been the most/least effective.
We also have Standard Marketing Reports available. Navigate to Reports>Standard > Marketing Reports and expand:
Marketing Source
Marketing Campaign ROI (Return on Investment)
Estimated Revenue
If you have any further questions on Marketing Campaigns or reporting on Marketing Campaigns in LineLeader Enroll, please contact Support by emailing support@golineleader.com