How to Identify and Measure Effective Marketing Channels for Your Clients

By Suraj Jha on Aug 25, 2021

Whether you’re developing your clients’ marketing strategy yourself or hiring an agency that provides white label SEO services for you to resell, choosing the proper marketing channels and knowing how to use tools to gauge their effectiveness are essential skills for any marketer. This article will cover defining your clients’ marketing goals, choosing the most effective channels to reach those goals and key performance metrics.

Define Your Client’s Marketing Goals

Defining your client’s marketing goals is not that difficult. Here are a few tips on how you can approach this process.

SMART

Generally speaking, your clients’ business goals should guide their marketing goals as well. Of course, their marketing goals should then guide marketing plans.

There are different ways of defining marketing objectives for a business. The best and the simplest one we recommend to you is the SMART framework:

• Specific – Use numbers to clearly define what your marketing plan should deliver to your client.
• Measurable – Have metrics in place that show your progress and the effectiveness of your marketing plan.
• Achievable – Set your goals within the realm of possibility.
• Relevant – Create marketing goals that resemble your client’s business goals.
• Time-bound – Again, be specific regarding the success you should achieve in a certain timeframe.

Revenue-Driven

Another approach that can help you define your clients’ marketing goals is calculating how much revenue you need to generate and the channels you can use for that. For that, first determine how much revenue one sale generates. Then analyze how many sales you need to make to match the goal revenue and estimate your conversion rate based on available data. Finally, define your client’s marketing goals for a timeframe.

Pro Tip

Don’t overwhelm your marketing plan by setting up too many objectives. Pick two or three of the most important ones and include those as metrics to define your clients’ marketing goals. White label SEO services are excellent resources to prepare your clients’ marketing strategies.

Match Client Goals with the Appropriate Marketing Channel

The user persona is the primary factor that you should use to choose a marketing channel for a client. For example, if your client offers services to middle-aged working professionals, using LinkedIn or Facebook ads would be better than TikTok. Ask yourself: In what channel is my client’s target audience most active? Then prioritize that in your marketing plan.

Your Go-to Strategies for Picking Appropriate Channels

Different marketing channels will be appropriate for your different clients. So, to ensure that you pick the right channels each time, just follow one strategy. Match your client’s goals with what a channel can deliver. Goals you need to match include marketing budget, potential return [ROI], your client’s industry and customer fit.

The best strategy to follow when picking channels is to let your client’s customers tell you. One way to do this is to run a poll on your client’s website, Facebook page, Instagram post and on other social media to see where you get the most response.

Google is a channel that works well for most clients, no matter what their goals are because it dominates the search engine market with a 92.47% market share. You can hire a white label Google advertising services provider to help your clients rank high on SERPs.

A Note on Traditional vs. Digital Channels

Depending on your clients’ business, you should increase or decrease the ratio of traditional channels such as print advertising, billboards, direct mail, and in-person sales in your marketing plan. Strike a balance between digital channels and the conventional ones.  Don’t wholly disregard either.

The Top 3 Metrics to Focus On

Just like there are a ton of marketing channels, you also have several key performance indicators [KPIs] to measure the effectiveness of a marketing channel.

If you don’t know how to analyze these metrics, you should hire a white label SEO services provider for your client’s marketing. Let’s look three of the most useful metrics you should look at for each client.

1. Conversion Rate (or Goal Completion Rate)

Conversation rate is a great KPI because this tells you what marketing channels the target audience mostly responds to. Say 100 people view your client’s ad on Facebook, but only 30 people click on it and make a purchase. But 60 people saw it on LinkedIn and 30 of them converted. That means a LinkedIn ad has a higher conversion rate (50%) than a Facebook ad (30%) for your client’s business.

Conversion rates help you decide which marketing channels to drop and which ones to double down on. You can also calculate the cost per conversion [CPC] for each of your clients’ marketing channels to determine the effectiveness.

2. Incremental Sales

If you’ve recently launched a campaign on a new marketing channel and want to know if it’s earning your client money, then incremental sales is the KPI you should use. It’s great because you can quickly calculate exactly how much your clients’ revenue has increased since you started using the new channel and determine its effectiveness based on the numbers.

3. Multi-Channel Attribution

Since you’re likely using multiple marketing channels to promote each client’s website, you should get insights about what a typical customer’s journey is like from visitor to customer in each of the channels. Multi-channel attribution is an essential KPI because two-thirds of shoppers use more than one channel before making the final purchase. You can determine each marketing channel’s exact value [ROI] through multi-channel attribution. Then use the information to reassess each channel’s effectiveness and guide future budget allocations.

Three Tools to Measure the Effectiveness of a Marketing Channel

You should strategically choose the tools to measure the effectiveness of marketing channels or hand the job over to a white label SEO services provider. Otherwise, you’ll be lost in large amounts of data and gain no valuable insights. If you are doing it yourself, here are three of the many useful tools for measuring particular channels:

1. Google Analytics – It’s great for determining website traffic coming from SERPs, from ads on social media and through email links. You can use it to analyze your marketing effectiveness on blogs, websites, emails, social media and search advertising.
2. HubSpot – It’s designed to give you current stats on opened email links, social media engagements, landing pages conversions, visitors on the website and SEO analytics. So, use this tool for the appropriate channels. It’s also great to measure multi-channel attributions.
3. ConvertKit – It’s ideal for your clients who have content-driven businesses. Here, you’ll get analytics on email marketing, conversion rates, Facebook and SEO. You can use it to measure the effectiveness of most digital marketing channels.

You Don’t Need to Do It All on Your Own

A good white label SEO services provider such as Umbrella can design powerful campaigns on your clients’ most effective marketing channels. You can leverage their expertise to increase the ROI for your clients.

With over 16 years of experience, we know just what channels to use and how to personalize marketing campaigns for your clients. Contact us today to discuss how we can help you help your clients.