Map Your Channels
How to evaluate marketing channels performance. Analyze current channels' performance and evaluate potential new marketing channels.
Start by analyzing your existing conversion sources. Use your CRM, BI tools, or Google Analytics to understand your key existing marketing channels.
Your marketing channels might include:
- Paid channels (Search, Social, Display)
- Organic (SEO, Content)
- Offline / Events
- Referral / Partners
Document Channel Performance
For each existing channel, document the following metrics:
- Last year conversion volume
- Channel CPA
- Scalability constraints
- Resources needed
Look beyond just conversion numbers. Sometimes channels with higher CPAs deliver better quality leads that convert at higher rates.
Identify new initiatives and channels
Research potential new channels for next year's investments. Consider:
- Where your target audience spends time
- What competitors are using successfully
- New platforms or ad formats
- Emerging marketing tactics
- Entering new markets with localized marketing
Remember: Focus on channels that can meaningfully impact your key conversion metric. It's better to focus on fewer channels than to spread resources too thin.