Online Marketing Funnel - Adecco Mission KNVB
Clicks are of course fantastic, it indicates that the banner is clearly visible and that the call-to-action works. However, if all these people leave the website immediately, these clicks are also worthless. That is why we have added UTM codes (codes that keep track of where a website visitor comes from) to all sources that should lead to visitors to the website. With the help of Google Analytics and the LeadQ system, among other things, we can keep track of which visitors complete certain actions. In Analytics, it is easy to determine which source is the most successful. There are a number of important metrics that determine this. The steps in the well-known AIDA model are a good guideline for making the various conversions measurable:
Attention: Banners, e-mailings, and social advertising are ways to attract the attention of the recipient. This conversion can be described as attention conversion , the number of people who see the banner and click through to the website. In the flowchart, this is the step from views to visitors ;
Interest: Once interested parties have landed on the website, it is important to stimulate interest in the campaign. Visitors must be converted to participation, or an interest conversion . In the concept, it is therefore important that the expectations that are created (in banners, e-mails or display ads) match the content of the landing page. In the flowchart, this is the next step, namely from visitors to participants ;
Desire: Once the game is played, the interest is there and the relationship becomes increasingly warm. The point here is not only to keep the participants interested in the game, but also to ensure that they leave their details if they are interested in vacancies. To do this, the participant must actively indicate that they are interested in vacancies. This is about the conversion between participants and people interested in vacancies . As can be seen in the flowchart, a group is eliminated here;
Action: After indicating interest in vacancies, a telephone number is requested dominican republic phone number list so that the correct Adecco or Ajilon branch can contact you. The action can be clearly defined here, namely filling in the telephone number.
The results: Hyves converts, LinkedIn is relevant
Attention
The measuring tools we used in this phase: Google Analytics, Google AdWords, Facebook Ads Analytics, Hyvertising Statistics, LinkedIn Ads Statistics and our own database.
Mission KNVB - Funnel - Attention (AIDA)
In the attention phase, and visitors is measured. The impressions come from the sources that have been used. For example, Hyves, Facebook and LinkedIn all have their own statistics module to display the number of impressions. Their own database indicates to how many people the e-mails have been sent and Google AdWords registers its own impressions. In Google Analytics, all clicks that the sources have produced are then registered. Using the previously mentioned UTM codes, it is possible to trace exactly where each visit comes from.
The e-mail marketing activities were started in the first weeks of the campaign and were aimed at the existing customers, prospects and candidates of Adecco and sister organization Ajilon. Logically, the click-through percentages from the e-mailings are very high, since they are targeted and relevant e-mailings.
Social Advertising has invested in Hyves, LinkedIn and Facebook. What stands out in the first 6 weeks of the campaign?