Should SEO Have Its Own Line in Our CRM Campaign Attribution Model?
Yes, SEO should have its own line in your CRM campaign attribution model. This clear distinction allows you to accurately measure the impact of your SEO efforts independently from other channels. By isolating SEO, you can identify its contribution to lead generation and sales, providing valuable insights for resource allocation and strategy refinement.
Why SEO Attribution Matters
Understanding where your leads come from is like having a map. It tells you which roads are worth taking and which ones are dead ends. SEO is one of those roads that often gets overlooked. Many businesses lump it together with other digital marketing efforts, like PPC or social media, when analysing campaign performance. This can lead to a muddled picture of what’s actually driving results.
Take a SaaS company, for example. They might run multiple campaigns across different channels — PPC, email, social media, and SEO. If SEO doesn’t have its own line in the CRM attribution model, its true value can get lost in the shuffle. You might miss out on knowing that a significant portion of organic traffic is converting into loyal customers. And that’s a missed opportunity to double down on what’s working.
Steps to Incorporate SEO in Your CRM Model
Incorporating SEO into your CRM campaign attribution model doesn’t have to be a headache. Here’s a simple way to get started:
- Identify SEO Traffic: Use tools like Google Analytics to track organic traffic. Ensure that this data is fed directly into your CRM.
- Tag SEO Leads: Create a specific tag or label for leads that originate from organic search. This makes it easier to track them through the sales funnel.
- Customise CRM Reports: Adjust your CRM reporting to include a distinct line for SEO. This will help you see its direct impact on sales and lead generation.
- Analyse and Adjust: Regularly review your reports. Look for trends and adjust your SEO strategy accordingly.
- Collaborate with an SEO Specialist: If this sounds overwhelming, consider working with a seo optimisation expert. They can help streamline the process and maximise your SEO efforts.
By following these steps, you can ensure that your CRM reflects the true value of your SEO campaigns. This clarity allows for better decision-making and more effective allocation of marketing resources.
Why a Separate Line for SEO Just Makes Sense
Think of your marketing strategy as a braai. Each channel is a different ingredient. SEO is that secret spice that gives your efforts a unique flavour. Without its own line in your CRM, you might not realise how much it’s enhancing the overall taste.
Having a separate line for SEO also helps you better understand the customer journey. You can track how potential clients interact with your brand from the first Google search all the way to becoming a loyal customer. It’s like having a detailed recipe for success.
And let’s be honest, who doesn’t want to know which efforts are bringing home the bacon? By giving SEO its own line, you’re not just tracking numbers — you’re uncovering insights that can drive your business forward. You’re making sure that every rand spent on SEO is accounted for and justified.
In the end, clear attribution leads to smarter marketing decisions. And that’s something every business can benefit from.