33% of marketers believe attribution is critical.
Your enrollment process is filled with various touchpoints that guide families through registration. You should understand how families find your childcare centers and at which point they make the decision to enroll.
This insight is key to identifying which campaigns are delivering real results and which stages need to be optimized (by changing your messaging, designing a new campaign, etc.). Eliminate stress and improve your marketing efforts by keeping a closer eye on what's working and what's not. Let's explore the benefits of implementing multi-touch marketing attribution at your centers.
What is multi-touch marketing attribution?
Without proper campaign attribution, you and your teams won’t know how to increase your ROI or how to duplicate the efforts that are working for your business. This can lead to wasted marketing spend, lost time, and decreased revenue – all of which leads to you having to answer some pretty tough questions from your executive suite.
Schedule a demo to boost profits for your childcare business - today. ✅
Example of multi-touch marketing attribution
Which communication channels matter?
The average customer uses 10 different channels to communicate with businesses. Fortunately, multi-touch marketing attribution and UTM campaigns help you determine which marketing campaigns are leading to enrollment conversions and keep track of the families coming from all these sources.
This sounds like a lot, but when you consider that your programs are being marketed to families through channels like these (below), that number appears much more reasonable:
- Childcare listing directories (like Winnie, Kinside, and Care.com)
- Email, text, or phone call
- Road signage
- Billboards
- Word-of-mouth referrals
Types of Marketing Attribution
1) Single-Touch Marketing Attribution
First-Touch Attribution
There are two common types of single-touch marketing attribution: first-touch and last-touch. First-touch attribution credits the initial marketing touchpoint that parents view, click, or download as the enrollment conversion.
For example, imagine a parent first learns about your childcare business through a Facebook Lead Ad. If they end up enrolling their child for care, the Lead Ad is considered the touchpoint that converts the family. Regardless of how many emails were sent after they saw the ad that eventually led to their enrollment, the very first marketing channel that drove them into your pipeline is considered the reason for that family enrolling.
Last-Touch Attribution
Alternatively, last-touch attribution gives credit to the final marketing point that a family interacted with before registering for care. For instance, a family could originally discover your center through a blog post. Next, they fill out a form on your website and your team starts sending them emails and text drips to get them to schedule a tour.
After the tour, they receive an email about what sets your center apart from your competitors with a link to your digital enrollment forms. If they fill out those online forms, the email with the link becomes the last-touch attribution point.
2) Multi-Touch Marketing Attribution
There are various types of multi-touch marketing attribution. But in general, multi-touch marketing attribution recognizes each touchpoint within your marketing campaigns – from digital ads to print collateral – as contributing factors that led to a family enrolling for care. So, you and your team get a clearer picture of the parent journey and how to optimize your marketing efforts.
Best Practice: Set Up Multi-Touch Attribution with UTM Codes
UTM codes are bits of text added to the end of a URL that helps you track where your website traffic is coming from.
With a childcare solution, like LineLeader by ChildcareCRM, you can effortlessly create and track UTM codes. See which leads responded to a given marketing campaign or came from a particular social media platform. It’s recommended that you include a unique trackable link in social posts and content that can direct prospective parents to your website. That way, they can learn more about your program while you get to monitor how effective that post is at driving traffic.
You’ll gain insight into which traffic came from a specific channel like ‘organic social’, but you’ll also get a better understanding of which platforms are performing best (such as Facebook versus Instagram). Know what's resonating with parents so you can replicate high-performing content in other areas.
Why do I need multi-touch attribution for my center?
Multi-touch marketing attribution helps you...
- Visualize the parent journey – see all touchpoints and interactions that led to enrollment
- Identify gaps in your enrollment or marketing efforts
- Gain insight into your channel performance
- Learn more about your parent’s behavior
- Prioritize resources for your most effective channels to optimize childcare marketing
All of this can be done practically hands-free with LineLeader – the ultimate marketing automation platform to grow your childcare organization. Easily understand each family and the level of your enrollment efficiency (and so much more) with LineLeader
Schedule a demo to gain in-depth insight, optimize ROI, and boost profits.
