A crucial aspect to any search engine optimization (SEO) strategy is to know where your users are coming from. This article will help you streamline your marketing efforts and know where they are coming from. We will be talking about UTM codes and how you can use them to to quantify your marketing efforts and show the business owner where money has been spent and that it is being spent for the right reason.
We’ve started talking about this being a UTM Guide but what is a UTM? UTM are parameters that are appended to the end of a URL. For example, https://www.BusinessYETI.com/?urm_campaign=campaignName&utm_medium=social&urm_source=blog. You will notice in our case we have three parameters being used for our UTM code. There are more codes available to use and we will cover all of the currently used ones.
There are two core components to using parameters on a URL. You will notice that after the / or after the last character (e.g. .aspx, .php, .jpg, .pdf, .docx, etc.) there is a question mark (?) that starts the entire process off letting the server know there is information that is being asked for.
The second part is you will notice that between each of the UTM codes is an apostrophe (&). This is the separator for each of the parameters being used to track the URL.
Note: A final note before we start digging into the parameters is you will notice that there are no spaces used within the URL itself. This is intentional and you should not use spaces in parameters or your URL. If you do for any reason you would replace a SPACE with %20. Sometimes you will also see people replace a space with a plus (+) symbol in the parameters. Both methods of %20 and plus are acceptable to use. We normally try to avoid the + and %20 whenever possible as when we export our Google AdWords campaigns to Excel it is less information we have to worry about processing.
As we explain the parameters below there is no true requirement to be in a particular order. The way we will be explaining the UTM codes is the typical order you will see them in a URL.
If you use have multiple campaigns or a lot of links this can be seen as cumbersome and time consuming. And it is! What you can garner from it though is a lot of great information from a marketing standpoint and why you do it. Using UTM codes you gain insights into:
Now you can tie this information into your Google Analytics account? What you don’t have one? It’s free, click here to create your Google Analytics account or contact your web designer as they should already have set you up with one.
When you look at your Google Analytics you can see where your users are going in more detail, track any AdWords campaigns, and improve the overall effectiveness of your digital marketing.
Marketing of your website is crucial. Your website is your first impression employee online. Your website employee will be able to let you know what is working with your marketing campaigns so that you know where to continue to invest, fix the areas that are broken and convert more browsers into leads. Whether your website is strictly customer service, brochure, or eCommerce site knowing where your visitors are coming from will help you market your company, and your website, to where your users are.
If this seems like a lot of work that is okay. We have some great maintenance packages that can take care of all of this for your business for less than bringing on an employee. You not only get someone to promote you on social media, but on the search engines, access to graphic designers, and software developers for one low cost. If you would like to see how you can outsource this for less than it would be to bring an employee on while you focus on growing your company you can reach at 219-229-1633, email us at sales@FawkesDM.com, or use our online contract form here.