The Digital Marketing Operations Handbook: Campaigns, Leads, and ROI Tracking (2024)
Matai fa'atauga fa'akomepiuta fa'atasi ma ta'iala e fa'atatau i fa'amaumauga. Ta'iala sili ile pulega fa'aupuga, fa'ailoga ta'ita'i, ma le su'eina ole ROI. E aofia ai fa'ata'ita'iga & auivi fua.
Mewayz Team
Editorial Team
O le Tusitaulima Fa'agaioiga Fa'atauga Fa'atekinolosi: Fa'asalalauga, Ta'ita'i, ma le Su'ega ROI
Fa'afouga mulimuli: Aperila 2024 | Tusitala: Le Mewayz Strategy Team
Lisi o Mataupu
- 1. Folasaga: Aisea e avea ai le Maketi Gaoioiga ma Lau Auupega lilo
- 2. Fa'ata'atia le Fa'avae: Tech Stack & Process Audit
- 3. Le Ta'iala mo Fuafuaga Fa'alauiloa
- 4. Fa'atino Fa'aupuga Fa'alatele
- 5. Le Ta'ita'i Pule Fa'asao: Mai le Pu'eina i le Liua
- 6. Fa'ailoga Ta'ita'i Fa'atonu & Fa'amuamua
- 7. Fa'atauga Fa'atau: Fa'afanua le Malaga a Tagata Fa'atau
- 8. Fuafuaina o le Maketi ROI: I tua atu o Fuafuaga Fa'atauva'a
- 9. Fa'atauga Fa'atautaiga & Fa'atonuga o Galuega Fa'atino
- 10. Le Lumana'i o Fa'atauga Fa'atau: AI & Va'aiga Fa'amatalaga
- 11. Le Mewayz Marketing Ops Toolbox
- 12. Fesili e Fai soo (FAQ)
1. Folasaga: Aisea e avea ai le Fa'atauga Fa'atauga ma Lau Auupega lilo
I le va'aiga fa'atekinolosi fa'atauva i aso nei, o le matematega ose mea taugata e le gafatia e se pisinisi. Kamupani o loʻo i ai galuega faʻatauvaʻa faʻapitoa e vaʻaia25% maualuga le faʻatauga faʻatauma ausia15% maualuga ROIi luga oa latou tupe faʻaalu maketi (punavai: Forrester Research). O fa'atauga fa'atauga o le potu fa'ainisinia lea o lau 'au fa'atau—le a'oa'iga e fa'aopoopoina ai fuafuaga, tekinolosi, ma fa'agaioiga e fa'atupu fa'atupula'ia le fa'atupulaia.
O lenei tusitaulima o lo'o tu'uina atu ai se auivi atoatoa, fa'atino mo le fausiaina ma le fa'amalieina o au galuega tau maketi. O le a matou fa'atalanoaina mea uma mai fuafuaga fa'alauiloa ma le ta'ita'iina o le pulega i le lavelave o le su'esu'eina o le ROI, fa'atumu ma fa'ata'ita'iga ma auivi e mafai ona e fa'atinoina vave.
2. Fa'ata'atia le Fa'avae: Tech Stack & Process Audit
A'o le'i fa'alauiloa fa'asalalauga, e tatau ona e su'eina au atina'e o iai nei. Ole fa'aputuga fa'atekinolosi motumotu ose mafua'aga autu ole fa'aalu ma'imau ma ta'i leiloa.
Ta'ita'ia se Su'etusi Tekonolosi Maketi
Lisi mea faigaluega uma i totonu o lau auupega, lona aoga, tau, ma le tu'ufa'atasiga. O le averesi o le kamupani vaeluagalemu o lo'o fa'aaogaina 12+ meafaigaluega tau maketi, ae ova atu i le 30% o lo'o le fa'aaogaina pe fa'aaogaina (punavai: Gartner).
< laulau>Fa'agasolo Fa'afanua & Fa'ailoaga o Va
- Fa'afanua le fa'asologa o ta'ita'i o lo'o iai nei mai le fa'apogai i le fa'atauga talia.
- Fa'ailoa fa'amaufa'ailoga e pipii ai ta'ita'i po'o leiloa fa'amaumauga.
- Fa'amau le fa'agasologa o le tu'uina atu i le va o maketi ma fa'atauga.
- Su'e fa'amaumauga tumamā (fa'ata'ita'iga, fa'aluaina ta'ita'i, fa'amae'aina fanua).
3. Le Ta'iala mo Fuafuaga Fa'aaupuga
O se fuafuaga fa'ata'ita'iga fa'atulagaina e fa'aogaina ai 'au, fa'amatala fua, ma fa'atulaga se fa'ailoga manino mo le manuia.
O le Fa'ata'ita'iga Fa'ata'ita'i o Fa'asalalauga
Fa'amoemoe: [Sili SMART: Fa'apitoa, Fuaina, Ausia, Fa'atatau, Taimi-taimi]
Ta'ita'i Fa'atonu: [Fa'amatalaga Fa'apitoa mo Tagata Fa'atau]
Fe'au Autu: [Tulaga Tau, USP, CTA]
Fa'asoasoaina o le Tala Fa'atatau o le Tupe: [E ala i le alaleo & gaioiga. Va'ai le laulau i lalo.]
Success metrics (KPIs): [Fa'aaliga, CTR, CPL, MQLs, Avanoa]
Taimi: [Fuafuaga, Fa'alauiloa, Taimi, Ripoti Aso]
Mo se fa'amatalaga felagolagoma'i atoatoa o lenei fa'ailoga fa'atasi ai ma le fa'aogaina otometi KPI, fau lau fa'asalalauga i Mewayz.
Fa'asoaina o le Tala o le Tupe & Va'aiga
Fa'avae i fa'amaumauga fa'asolopito, fa'asoa le paketi i alalaupapa e sili ona maualuga le tupe maua. CPL averesi ile alalaupapa:
< laulau>Punavai: HubSpot State of Marketing Report, 2023; fetuutuunai mo le tau o tupe.
4. Fa'atino Fa'aupuga Fa'atele-tele
O le fa'atinoga o le fuafuaga lea e fetaui ma mea moni. E taua tele le fa'atasi ma le fa'amaopoopoina o alalaupapa.
Fa'ata'ita'iga Sili Fa'apitoa Fa'asinoala
Imeli: Fa'asinomaga e mafai ona fa'asili i luga fua o kiliki i le 14%. I taimi uma laina su'ega A/B ma CTA.
Social Media: Vitio fa'atupuina 1200% sili atu sea nai lo tusitusiga ma ata tu'ufa'atasia (punavai: WordStream).
SEO/Content: Itulau e tali ai le mana'o o tagata su'esu'e ma e iai le 2000+ upu e fa'a2x maualuga i le averesi.
O le Lisi o Fa'asalalauga Fa'asalalau
- Aseta uma (itulau tulaueleele, fa'asalalauga, imeli) na faia ma QA'd.
- UTM para'i fa'atupuina mo so'oga uma.
- Fa'apipi'i tulafono fa'ailoga i itulau talafeagai uma.
- Fumu pu'e ta'ita'i ua tu'ufa'atasia ma le CRM/tulaga fa'autometi.
- Na fa'amatala e le au fa'atauga le fa'aupuga ma fa'amoemoe o lo'o o'o mai.
- Otometi le fa'ailoaina o ta'ita'i ma tulafono fa'atonu ua fa'atulaga ile CRM.
5. Le Ta'ita'i Pule Fa'asao: Mai le Pu'eina i le Liua
E na'o le 27% o ta'ita'i o lo'o sauni fa'atau atu pe a latou ulufale i totonu o le fa'agasolo (puna: MarketingSherpa). E mana'omia se faiga fa'amanino.
Vaega o le Ta'ita'i Fa'atonu Fa'asao
< laulau>Fa'afailele Ta'ita'i Ma'alili
E tusa 50% o ta'ita'i ua agava'a ae le'i sauni e fa'atau. Fa'atino se fa'ata'ita'iga fa'afailele fa'atasi ai ma mataupu fa'aa'oa'oga, fa'ata'ita'iga, ma vala'aulia webinar e fa'aauau pea ona fa'aauai se'ia o'o ina sauni fa'atau.
6. Fa'ailoga Ta'ita'i Fa'atonu & Fa'amuamua
| Kamupani o lo'o fa'aogaina sikoa ta'ita'i ua va'aia le77% fa'asili i le ROIi lo tagata e le o fa'aaogaina (punavai: Gartner).Fausiaina o se Fa'ata'ita'iga Sikoa
Fa'aitu togi mo le fetaui o tagata (fa'amatalaga manino) ma le tulaga o fa'auiga (fa'amatalaga manino).
< laulau>MQL Threshold Decision Matrix
Fa'aoga lenei matrix e fa'amatala ai le sikoa e fa'atatau i le MQL. E mafai ona maua ni 'ai le lelei mo gaioiga fa'aleaogaina (fa'ata'ita'iga, le'i lesitalaina).
< laulau>Pro Fautuaga: Fa'aoga se tulaga e pei o Mewayz e otometi ai lenei sikoa ma vave logoina fa'atauga pe a o'o le ta'ita'i ile MQL threshold, fa'aiti'i lalo taimi tali mai aso i minute.
7. Fa'atauga Fa'atau: Fa'afanua le Malaga a Tagata Fa'atau
Attribution o le fa'agasologa o le tu'uina atu o fa'aaitalafu i fa'atauga fa'afeso'ota'i e ta'ita'i atu i le liua. A aunoa ma lena, o lo'o e fa'alelei i le pogisa.
Fa'atusa Fa'atusa Fa'atusa
< laulau>Fa'atinoina o se Fa'ata'ita'iga Fa'asinomaga Tele-Touch
- Filifili Lau Fa'ata'ita'iga: Amata ile Tulaga Fa'avae mo se faiga paleni.
- Fa'amautinoa le Fa'amaoni o Fa'amaumauga: E tatau ona iai le su'esu'ega UTM i ala uma.
- Tu'ufa'atasi Fa'avae: Fa'afeso'ota'i au fa'asalalauga fa'asalalauga, au'ili'iliga, ma le CRM e va'ai i le malaga atoa.
- Su'esu'e & Lipoti: Fa'ailoa po'o fea alāleo o lo'o fa'aaafiaina suiga, tusa lava pe le o le kiliki mulimuli.
8. Fuafuaina o Maketi ROI: I tua atu o Vanity Metrics
O le ROI moni e alu i tua atu o fiafia ma sea e fua ai le aafiaga i tupe maua. Ole fua masani ole:
ROI = (Attributed Revenue - Marketing Investment) / Maketi Tupe * 100
Ccalculating Customer Lifetime Value (LTV)
Ina ia malamalama i le ROI moni, e tatau ona e iloa le taua o le tagata faatau. LTV ose vaega taua.
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Start Free →LTV = (Tupe Maua Fa'alemasina Fa'aletupe i le Teugatupe * Tupe Fa'asili %) / Fua Fa'atatau
Fa'ata'ita'iga: O se tagata fa'atau i se fuafuaga $49/mo ma le 94% fa'asili ma le 2% fa'alemasina fua faatatau e iai le LTV o le: ($49 * 0.94) / 0.02 = $2,303.
Fa'ata'ita'iga Fa'atatau o le ROI: Fa'atauga Fa'amatalaga
< laulau>9. Fa'atauga Fa'atauga & Fa'atonuga o Galuega Fa'atino
O le fa'a-autometi o le fa'ateleina fa'ateleina lea o faiga tau maketi. E fa'aitiitia ai galuega fa'ata'ita'i, fa'amautinoa le tumau, ma fa'atagaina le fa'avasegaina i le fua.
Tausaga Taua e Fa'autometi
- Ta'ita'i Fa'afailele: Fa'agasolo fa'asalalauga imeli e fa'atatau i sikoa ta'ita'i po'o mea e la'uina i lalo.
- Ta'ita'i Tofiga: Fa'asolo otometi MQLs i le sui fa'atau sa'o e fa'atatau i le teritori, alamanuia, po'o mea e fiafia i ai.
- Toe fa'atasi: Fa'ailoa ma tulituliloa ta'ita'i mata'utia ma se fa'ailoga manumalo.
- Tumamafa o Fa'amatalaga: Fa'ailoga otometi fa'alua pe fa'afou fa'amaumauga e fa'atatau i gaioiga fou.
Lisi Su'esu'ega Lelei o Galuega
- O lo'o manino le fa'aoso o galuega (fa'ata'ita'iga, tu'uina atu o pepa, fa'amalieina sikoa).
- O lala uma ma fa'ai'uga e mafai ona fa'amalamalamaina (afai/ona fa'atatau lea).
- Imeli ma galuega e fa'apitoa i fanua tu'ufa'atasi.
- O lo'o i ai se sini fa'ai'uga manino po'o se fa'aliliuga mo le galuega.
- O lo'o fa'amaumauina le fa'asologa o galuega mo le fa'afaigofieina o le toe faia ma le su'etusi.
10. Le Lumana'i o Maketi Fa'atau: AI & Va'aiga Fa'amatalaga
O le isi tua'oi o au'ili'iliga va'ai, lea e va'ai ai e AI taunu'uga ma fa'atonu ai gaioiga.
Aiga fa'asolo mai
Fa'ailoga Ta'ita'i Va'aiga: O fa'ata'ita'iga AI e su'esu'e le faitau afe o fa'amaumauga e va'ai ai e le gata po'o ai o lo'o toaga, ae po'o ai e sili ona fa'atau, e masani lava e >85% le sa'o.
Content AI: Meafaigaluega e au'ili'ili ai mea e sili ona lelei i luga ole laiga i luga ole laiga e fa'ailoa mai ai autu, ulutala, ma fa'asologa e foliga mai e fetaui ma lau au maimoa.
Chatbots & Conversational Marketing: AI-driven bots e agavaa e taʻitaʻia 24/7, tusi fonotaga, ma maua ai le lagolago vave, faʻateleina fua o suiga mai itulau tulaueleele e oʻo atu i le 30%.
11. Le Mewayz Marketing Ops Toolbox
O le fa'afoeina o nei faiga lavelave e mana'omia ai se tulaga fa'atotonugalemu. Ua saunia e Mewayz se faiga fa'aogaina fa'apitoa e tu'ufa'atasia ai au faiga tau maketi.
Fa'amama lau Fa'atauga Atoa
Aisea e fa'afetaui ai le 12+ meafaigaluega ua motusia? Mewayz tu'ufa'atasia le pulega fa'aupuga, fa'ailoga ta'ita'i, CRM, au'ili'iliga, ma fa'aautomatika i totonu o se fa'avae malosi e tasi ma 208 modules.
Auai 138,000 tagata fa'atau maketi o lo'o fa'aogaina Mewayz e fa'aola lelei le fa'atupulaia.
Leai se credit card e mana'omia. E leai se totogi fa'avavau fa'atasi e aofia ai le avanoa ile 25 fa'atauga autu.
Ki Mewayz Modules mo Fa'atauga Fa'atau
- Fa'atonu Pule: Fuafua, paketi, ma siaki fa'aupuga uma mai le lisi e tasi.
- Inisinia Sikoa Ta'ita'i: Fausia fa'ata'ita'iga fa'aaganu'u fa'atusa fa'atasi ai ma ta'iala manino ma fa'asinomaga.
- Fa'auiga Tele-Touch: Otometi lava ona fa'ailoa tupe maua i alalaupapa fa'atasi ma fa'ata'ita'iga fa'apitoa.
- Otometi Fa'afaigaluega: Fuafua ala fa'afailele fa'apitoa ma faiga fa'alotoifale e aunoa ma se fa'ailoga.
- RoI Dashboard: Va'ai le aafiaga tuusao o au taumafaiga ile paipa ma tupe maua ile taimi moni.
12. Fesili e Fai soo (FAQ)
O le a le fua fa'atatau e tasi e sili ona taua mo faiga tau maketi?
E ui ina taua tele le tele, Fa'atauga Fa'atauga Fa'atauga %e taua tele. E fuaina pe o le a le pasene o lau pisinisi fou o loʻo faʻamalosia e taumafaiga tau maketi. O lenei fua fa'atatau o lo'o fa'aalia sa'o ai le sao o maketi i tupe maua ma fesoasoani e fa'amaonia le tala fa'atatau o tupe ma le vaevaega o alaoa. Ole fa'ailoga lelei ole va ole 30-50% mo le tele o kamupani B2B SaaS.
E fa'afia ona tatou toe iloilo ma fa'afouina la tatou fa'ata'ita'iga fa'ailoga ta'imua?
Iloilo aloaia lau fa'ata'ita'iga kuata. Ae ui i lea, e tatau ona e mataʻituina pea lona faʻatinoga. Ole fu'a mumu autu ole maualuga maualuga ole fa'atau-teena MQLs. O lo'o fa'ailoa mai ai o lau fa'ata'ita'iga o lo'o mata'i maualuga tele fa'atatau ile fa'atauga e le fa'atauaina. O fa'amatalaga masani mai le 'au fa'atau e mana'omia mo le fa'atumauina o se fa'ata'ita'iga sa'o.
O matou o se 'au to'aitiiti ma e utiuti le paketi. O fea e tatau ona tatou amata i faiga tau maketi?
Amata i faiga, ae le o meafaigaluega. Fa'amaumau lau ta'ita'i o lo'o iai nei ma fa'ailoa lau fa'ama'i tele (fa'ata'ita'iga, ta'ita'i tali taimi, fa'amatalaga fa'amatalaga). Ona fa'atino lea o se galuega fa'aototometi e fo'ia ai lena fa'afitauli fa'apitoa. O se tulaga e pei o Mewayz e fetaui lelei mo lenei mea aua e mafai ona e amata i modules e te manaʻomia i luga o se fuafuaga e leai se totogi pe taugofie ma faʻalautele aʻo e tuputupu aʻe, aloese mai le tau ma le lavelave o le tele o fofo.
O le a le eseesega i le va o le MQL ma le SQL?
O leMarketing Qualified Lead (MQL)o se ta'ita'i lea ua manatu le maketi ua sauni mo le fa'atau atu e fa'avae i luga o fa'ailoga fa'ailoga (demographics and engagement). O leFa'atauga Fa'atauva'a Ta'ita'i (SQL)o se MQL lea na fa'afeso'ota'ia e se sui fa'atau oloa ma ioeina o se tagata fa'atau gafatia e agavaa mo le tuliloaina. O le tu'uina atu i le va o le MQL i le SQL o se taimi taua tele i le fa'ase'e.
E fa'afefea ona tatou fa'aleleia le fa'aogaina i le va o maketi ma 'au fa'atau?
O le auala numera tasi o le fausia se Maliega Tulaga Au'aunaga (SLA) i le va o maketi ma fa'atauga. O lenei pepa e tatau ona faʻamalamalamaina le mea e aofia ai le MQL, o le a le vave o faʻatauga e faʻafesoʻotaʻi ai se MQL (faʻataʻitaʻiga, i totonu ole 24 itula), ma o le a le faʻaaliga o loʻo i ai mo taʻitaʻiga teena. O le iloiloina fa'atasi o le paipa ma lipoti fa'atinoga o fa'asalalauga i vaiaso ta'itasi e matua fa'aleleia atili ai le fa'aogaina.