I'm proud to be one of the writers for MamaTribe's features and this month I have created a hierarchy for how to prioritise your digital marketing channels. Here is a quick overview of the steps: 

1// Get your website structure and content right, making sure you are mobile first.

2// Focus on Search Engine Optimisation by researching keywords and adding them to your title tags, headings, descriptions, URLs and image ALT tags. 

3// Introduce basic email automation for important emails and make sure they are on brand.

4// Establish yourself on social media, remembering that it is better to excel at one or two social networks rather than spreading your time too thinly.

5// Dabble with social media advertising to increase your social reach and utilise social network pixels.

6// Up your email marketing ante with an email template and regular newsletters.

7// Get serious with your digital advertising across both social media and search platforms. 

8// And then add the rest, such as affiliate, content and influencer marketing.

To read my advice on prioritising your digital marketing channels in full you can find the MamaTribe feature here. 

As you build the amount of traffic you are driving to your website then it is important to be able to compare campaigns to figure out what is working.

​The way to do this is to start using tracking parameters in the links you use to your site. These are codes that you add to the end of each link to tell Google Analytics where the visit has come from. The most basic of these are:

• utm_source= the top level marketing channel of your link;
• utm_medium= the sub-channel; and
• utm_campaign= specific campaign details.

With these parameters your URL will look something like this: www.mywebsite.com?utm_source=email&utm_medium=welcome&utm_campaign=welcome_v1.

Once you start to use these parameters you'll be able to tailor your reporting to look at specific channels / campaigns, and compare them against each other. The most basic form of this can be found under Acquisition > All Traffic > Source / Medium. You can also add the parameters as 'advanced' filters on many reports or use them to build a segment.

Complete consistency in the parameter information format you use is the most important thing to remember. In fact, it is best to think these out before you start so that you'll be able to report using the same parameters over time.
Ask yourself these questions and then base the tracking you use on it:

• What kind of campaigns are you running? Make sure to have a parameter set out for each type.
• How detailed do you want your reporting? I.e. Do you want to know the date of each campaign, or is there a type of campaign that is more relevant?

​
​You should only have a few sources, a handful of mediums and many more campaigns. Here are some examples:

1. Email
   www.mywebsite.com?utm_source=email&utm_medium=welcome&utm_campaign=welcome_v1
   www.mywebsite.com?utm_source=email&utm_medium=newsletter&utm_campaign=template1_020418www.mywebsite.com?utm_source=email&utm_medium=newsletter&utm_campaign=template1_300418
2. Instagram
   www.mywebsite.com?utm_source=instagram&utm_medium=stories&utm_campaign=keyword_020418
   www.mywebsite.com?utm_source=instagram&utm_medium=profile&utm_campaign=adifferentkeyword02-090418

If you are new to using Google Analytics tracking parameters then their URL builder is a really helpful tool to ensure you’re adding the parameters correctly. You can find this here: https://ga-dev-tools.appspot.com/campaign-url-builder/

And with that I'll sign off with a fun (?!) fact; UTM stands for Urchin Tracking Module, a legacy from the platform Google Analytics is built from; Urchin WebAnalytics Software.

*Please comment or message me with any questions or feedback. Thanks!*