Healthcare Brand Growth Blog


 November 20, 2014

Closed-Loop Marketing: Tracking Your Visitors' Interactions With Your Brand

Tracking Visitors' Interactions With Your BrandIn today’s 24/7 marketing environment, a potential patient or customer can be touching your Brand at any time, day or night. Kinda scary, right? If you are committed to Brand Development like we are, you continually track and analyze those Brand interactions to make sure every touchpoint is as strong and consistent as possible.

A touchpoint, as you may know, is when someone is in contact with your Brand, whether it be on your website, a TV commercial, or a direct interaction with a member of your staff. Now think about all of your Brand’s touchpoints, specifically those that are online.  Are you tracking those interactions in some way? Do you know which of those touchpoints are most valuable? What does the typical visitor’s journey on your website look like?  

Enter closed-loop marketing.

Closed-loop marketing is a process that allows you to gather customer and patient data to better improve your marketing strategies. Here we will touch on some of the adjustments to your website you’ll need to make in order to start properly tracking your visitors in a closed-loop fashion.

The goal of tracking where a visitor comes from is to see how they ended up on your website in the first place. For example, if you have multiple marketing campaigns running at once, it would be beneficial to see how potential customers or patients are getting to your website from individual links and specific campaigns. This data allows you to analyze what marketing is working and what areas need improvement. 

To make sure that visitors are being tracked, you need to make sure each place a prospect might interact with your Brand has a tracking token attached to it. The best way to do this is to add a specific parameter to your URLs that designates what link that particular visitor followed to land on your website.

A tracking token looks something like this:
/?utm_medium=social&utm_source=(Facebook/Twitter/whatever)

Your analytics system probably has a built-in way to set it up, or our eBook, “Building An Unbeatable Brand Experience: Improving Your Sales Cycle Through Closed-Loop Marketing” has more information on the subject. Using your analytics system gives you some more in-depth information and is often the more straightforward way to implement this feature.

If you aren’t using an analytics system, there are several options focused solely on link tracking you can use to track your inbound links. Google URL Builder, used in conjunction with Google Analytics, is a pretty straightforward option for creating tracking URLs. Click meter gives good information and is free for up to 1,000 clicks before you have to pay. Other tracking sites like Bit.ly and Hootsuite are also viable paid options to consider.

After your visitor tracking is setup, you can start looking at what pages visitors have looked at, as well as the order in which visitors went as they jumped from page to page. Like setting up tracking, viewing this information is another task that is best handled by software (most likely your analytics system) that will compile all of the data you need to do this.

If you’re interested in learning more about CLM, check out Hult Marketing’s free eBook, “Building An Unbeatable Brand Experience: Improving Your Sales Cycle Through Closed-Loop Marketing.” Our eBook will help you with each step of creating a stronger and more cohesive marketing experience.

Setting up a tracking system is an essential aspect in closed-loop marketing, but it isn’t the simplest of processes. Let's touch base and I will put the Hult Team's experience. We can connect at 309-673-8191 or jflynn@hultmarketing.com, and together, we can create a better focus on your Brand.

Download the Improving Your Sales Cycle Through Closed-Loop Marketing Today!