Written by: Sam KoekemoerContributors: Sheryll Chua
Introduction to Campaigns
Campaigns in FunnelBud are best defined as the most granular source of leads that we wish to track.
By properly tagging campaigns into logical groups like Social Media, Blog Posts, Industry Segments (Technology, Safety, Medical, Industrial etc.) and so on, FunnelBud gives the ability to monitor the successes and failures of all your marketing efforts. From now on, you can start spending your time working on strategies that generate real results.
When to create a new campaign or use an existing campaign
We recommend that you create a new campaign for every combination of Topic and Medium - Topic is what the campaign is about, and Medium is where it will be posted. For example, if you have a landing page to download a White-Paper on Safety that will be promoted on Facebook and LinkedIn, you would create two campaigns:
White-Paper - Safety - Facebook
White-Paper - Safety - LinkedIn
Why not create a new campaign for each individual post? Wouldn't that tell us how effective each post is compared to others?
The short answer is Yes, we can create a campaign for each post, but it isn't entirely necessary. Creating a new campaign for each post makes reporting tricky when there are many posts. The simpler (and our recommended) alternative is to simply filter the campaign reports by date if you'd like to see how many responses there were to a given post. This also means that you can re-use campaigns over and over when posting on the same medium about a topic that has been posted before.
How to choose the correct channel
How to group by tags
Campaigns should be tagged by their Topic and Medium, so that you can group related campaigns together for reports. A campaign can have more than 2 tags, if the Topic falls into a logical category of Topics, or the Medium falls into a logical category of mediums. For example, if you are creating a Campaign for a white-paper that talks about Safety, and will post it on Facebook, you should add tags for:
The Medium: Facebook
The group for this Medium: Social Media
The Topic: Safety
The Group for this Topic: White Papers
How to track campaigns
Page URL tracking - Track all leads visiting a page under a single campaign. Use for blog posts and website pages.
Referring URL tracking - Track all leads visiting from a particular URL under a single campaign. Use for affiliate tracking only (very rarely used) or use when you want to track all referrals from a social media platform like Facebook or LinkedIn. This will track both clicks on posts and any links to a trackable page.
UTM tracking - The most accurate tracking method. Place a string of text at the end of your links before posting. Use for all externally posted campaign links (paid ads, social media, guest post, etc).
Track via automation - Tracking is created in the visual workflow. Use for special implementations or integrations.
Duration and Attribution Weight
Duration - choose Perpetual campaign even if you know the duration of the campaign. You can always filter by date range later on.
Attribution weight - choose Neutral so all campaigns will have the same attribution weight. You can assign different attributions to the campaign when creating reports.
First or Last? Which Campaign gets the credit for sales?
When it comes to measuring sales ROI (Return On Investment - revenue generated by various strategies), FunnelBud allows you to choose whether to give credit to the original source of a lead or the most recent campaign interaction - this is known as a lead’s Primary Campaign.
If you have a long sales cycle and generally sell a single service, then it makes the most sense to assign the original lead source.
If you have a short sales cycle (which often also means a lot of repeat business), then it makes the most sense to assign the most recent campaign interaction.
While reality has a bit more grey area in between these two options, FunnelBud currently does not. You can set which campaign gets the credit for sales by going to Settings > Company Profile and select one of these options:
Always attribute the first campaign the user visits
Always attribute the last campaign the user visits
FunnelBud will decide and set this option for you when we start your account.