闭环营销如何运作

“我在广告上花费的一半是浪费的；麻烦是我不知道哪一半。”约翰·瓦纳纳克（John Wanamaker）讲这些话后将近一个世纪，大多数在线营销人员仍然会感到他的痛苦。具有讽刺意味的是，今天，营销人员拥有“关闭营销和收入之间的循环”所需的技术，但实际上很少有人利用它。

闭环营销是依赖闭环报告的数据和见解的营销。“关闭循环”只是意味着销售团队向营销报告了他们收到的潜在客户发生的事情，这有助于营销了解他们最好和最差的铅来源。

对于许多人来说，建立闭环报告仍然太难了，无法实施。但是，要成为一个有效的营销人员，您需要能够将每个潜在客户，客户和美元与创建它们的营销计划联系起来。这就是营销人员可以证明自己的价值并了解如何更有效地吸引听众的方式。

但是到底怎么样闭环营销工作，您需要什么工具才能实施它？让我们找出答案！

闭环营销的四个步骤

闭环营销基本上可以归结为四个步骤。在我们详细解释每个步骤之前，让我们看一下整个过程的整体外观：

步骤1：访问者到达您的网站，他/她的推荐来源设置了一个cookie

这是您的闭环系统的入口点。随着销售和营销阶段的领先优势，cookie将使您能够将它们归因于适当的渠道。例如，它们是否是从您在贸易展览会上分发的印刷抵押品上使用的URL进入您的网站的，email marketing campaign, or a search term, you’ll be able to trace them back to that original source. Here is what that data can look like, depending on your marketing analytics software. Below, you see a screenshot of HubSpot’s traffic by channel, brought to us by themarketing analytics tools of HubSpot's software。通过查看这些数据，我们能够确定趋势和比较渠道，因为每种颜色代表了不同的营销渠道，例如电子邮件，搜索，社交媒体等。我们知道哪些是我们最有价值的流量来源，并且可以努力以优化那些表现不佳的人。

The easiest way to close the loop is to make your website the central hub for all your marketing activities. Organic search, social media marketing, email marketing, referral links, paid search, and even offline campaigns should get filtered to your website. Once someone visits your website, you'll be able to put a cookie on them and start tracking their activity.

Most web analytics systems will allow you to track sources of traffic like search terms or referring websites, but you’ll need to go a step further than this to make sure you’re accurately assigning your leads to the right marketing initiatives. To do so, you should assign a tracking URL to every marketing campaign that is sending traffic to your website.

To创建跟踪URL，您只需要在网站链接的末尾添加一个参数，您的分析系统可以识别并与特定的广告系列或主动性相关联。这将使您能够更准确地跟踪那些看起来像是来自直接搜索的访客。跟踪令牌已添加到链接的末尾，从而允许您的分析工具汇总某个流量。不同的工具采用不同的令牌，但这是Twitter访问的示例：

/？utm_medium = social＆utm_source = twitter

通过将其连接到您的URL，单击该链接的任何人都向您的分析工具发出信号，即他们来自Twitter。相同类型的跟踪令牌适用于不同的渠道，例如电子邮件，付费媒体和推荐流量。使用您的营销或分析软件进行调查，以确保您已安装了跟踪令牌，并将数据分配给适当的类别。bob电竞官方下载

Step 2: Visitor Browses Your Website & Cookie Tracks the Visitor's Actions

当您吸引流量并确定流量的来源时，您需要跟踪这些访客的行为。他们正在查看哪些页面？他们的行动轨迹是什么？这种智能将说明一条路径，可以帮助您优化更快的访客对访客，甚至访客对客户的转换。

This is the trickiest part of closed-loop reporting: making sure that you can connect a visitor’s
一旦将其转换为表格，就会与他们的潜在客户信息进行会议。如果没有此作品，您将拥有两个单独的数据库 - 一个具有匿名访问者历史记录，另一个具有潜在客户信息。结果，您将无法将这些线索连接到各自的营销来源。

为了为您提供这项工作，您要么需要在分析平台的后端做一些非常技术性的事情，要么开始使用某些为您执行此操作的软件。bob电竞官方下载已经有一些软件提供商弄清楚了如何做到这一点，而且bob电竞官方下载没有任何重新发明轮子。（全面披露：集线器软件bob电竞官方下载允许您实施闭环报告。）这是HubSpot’s Prospects tool，它跟踪访问者的活动（当他们仍然是匿名的时候），并提供一些可行的下一步，例如社交媒体帐户信息。

步骤3：访问者通过完成和提交潜在客户表格转换为潜在客户

为了使您获得的流量获利并向您的销售团队发送合格的潜在客户，您需要将访客转换为潜在客户。您可以通过向着陆页发送传入的流量来实现这一目标，从而使信息交换成为可能，并从访问者那里收集更多的英特尔。

您不仅知道您的访客来自哪里，还需要知道他们是谁。这对于关闭循环并能够将封闭的客户联系回他们的入门源至关重要。捕获此信息的方法是将网站访问者带到带有提交表格（或称为铅捕获表格）的登陆页面。Once visitors fill out this from, you’ll have whatever contact information you asked them for: name, email, phone number, etc. As a best practice, you should be sending most of your traffic to landing pages and forms so you can grow your leads database. You can learn more about building awesome landing pages in这本电子书。

Step 4: Lead Becomes a Customer & Original Source is Credited

Now it’s time to figure out how these visits transformed into sales. Which one of your marketing channels contributed the most customers? Are there ways you can optimize the process for other sources? Closed-loop marketing enables you to identify the activities that bring in the most (and least) revenue.

为此，您需要查看您的销售团队已关闭的所有潜在客户，并将其归因于他们的原始营销计划。如果在第一步到第四步中正确设置了所有内容，则应该是一个相对简单的过程。对于大多数中型企业，实现这一目标的最简单方法是通过您的客户关系管理（CRM）系统。对于较小的企业，您可以使用电子表格更加手动执行此操作。这是HubSpot的分析, providing us with insights on customer acquisition from different marketing sources, such as email marketing, social media, and referrals.

闭环营销所需的工具

But if this all sounds pretty dependent on tools, you're right -- it does. In order to set up closed-loop marketing, you need to be able to map marketing activities to sales. As we hinted at earlier, such an integration requires connecting your marketing software to your customer relationship management (CRM) software. In other words, you need to be able to tie the intelligence emerging from your marketing communication with prospective, current, and former customers to the intelligence your internal team has built with these same people.

1. 客户关系管理软件bob电竞官方下载- -The purpose of a CRM system is to synchronize the activities of your sales, marketing, and customer support teams. A CRM platform can support your business in a number of ways ranging from selling and fulfillment to identifying and rewarding loyal customers. SAP, Oracle, Salesforce, and SugarCRM are some the most commonly known CRM systems.
2. 营销Software- -Software喜欢HubSpot通过为您提供优化广告系列，实现潜在客户转换并揭示结果所需的信息，保留您的营销数据记录并使IT可行。

Integrating the Two Tools

作为一名精致的营销人员，您希望这两个系统互相交谈。从技术上讲，您的CRM和营销软件能够通过应用程序编程界面（API）相互交谈。bob电竞官方下载因此，当您的一位销售代表完成交易时，他/她可以将这笔销售标记为您的CRM中的“赢”，这将触发营销软件中的更新。bob电竞官方下载然后，您将能够向后走，并确定这个新客户最初来自何处。什么渠道将它们带到您的网站？他们之后看了哪些页面？他们什么时候转换为潜在客户，然后转换为客户？

闭环营销的好处

从封闭——情报营销人员可以收集loop reporting will expose conversion assists, or pages on their website that visitors viewed before they converted into leads or customers. Understanding a website’s conversion assists can help marketers identify the most influential pages they own. In doing so, they can learn a lot about why those pages are (or aren’t) effective, and apply these insights to improve poorly performing web pages andenhance other components of their marketing。

Closed-loop marketing also enables you to achieve alignment between sales and marketing and define the operations between the two departments. Other benefits of the integration between your marketing software and CRM solutions include the ability to implement sales assignment rules, lead scoring systems, lead nurturing campaigns, custom lead scoring, and monetary goal setting. To learn more about why closed-loop marketing is so beneficial to marketers, check out这个帖子。