As marketing technology continues to shape how businesses operate, it’s more important than ever to measure how successful your digital marketing campaign is. Marketing campaigns are more elaborate than simply gauging how many “clicks” your advertisements are receiving. In order to determine what’s working and what could use improvements.
Few things to consider when creating or improving your digital marketing campaign
Understand Your Goals
If you don’t have any specific goals in mind, you’ll have more difficulty determining if your strategies are working. Also, your goals must be as specific as possible, as broader goals can be more challenging to track. For example, if you want to increase sales, you may want to have a certain numbered goal in mind for the next month. Simply saying, “Let’s increase sales,” can make evaluating your marketing campaign more complicated.
Know Your Audience
By choosing the right audience, you can use your resources effectively to retain or attract customers to your business. One example is to use Google Analytics to determine where you’re getting the most traffic on social media. You can then focus your efforts on the area that’s working and gaining traction. If you’re putting most of your ad campaigns on Twitter and receiving less traffic than on Facebook, for example, you can look at the analytics of your Facebook audience and see what types of people are interested in your business.
Choose the Right Key Performance Indicators
Key performance indicators (KPIs) are considered hard data, which means they’re effective in helping you track your progress without having to guess. There are multiple KPIs to choose from, and all can be effective in determining how your campaign is performing.
- Website traffic metrics. These metrics can show how many people visit your website, how many views each page has received, who’s a new visitor versus who’s returning, and much more.
- Social media campaign metrics. Similarly to website metrics, you can view data based on your business’s social media. You can use metrics such as follower growth, impressions, engagement information, and more to determine how your social media presence affects your business.
- Email marketing metrics. Email metrics are arguably more unique than social media or website metrics. You can evaluate your open and bounce rates and the click-through rate (CTR), which shows how many people clicked on your advertisement in the email.
- Pay-Per-Click (PPC) campaign metrics. If your marketing campaign contains any PPC tools, it’s crucial to analyze the data you receive to determine how successful your campaign is.
It’s imperative to track your metrics, no matter what type you’re using. Some tools, such as Google Analytics, make this process easier, and several other resources can help you analyze your metrics.
Look at Your Conversion Rates
Conversion rates are used to track how many people download, subscribe, or purchase your products. It’s essential to have conversion rates as one of your metrics for any digital marketing campaign, as you need to know who’s interested in your business and what service they’re purchasing.
Report Your Results
After analyzing your data, you must report your findings to the rest of your business. This is so you can make any changes that can improve your campaign. Having the hard data in hand allows you to report the data more easily and your entire business to understand what aspects of your campaign are effective. If you notice an area that isn’t working as well as you’d hoped, you can make any necessary changes to that specific portion of your campaign and potentially improve your campaign’s efficacy.
Learn From Your Data
Learning from your data is vital to improving your business. For example, if you notice your Facebook presence isn’t drawing in new customers, but your Twitter audience frequently notices your business, you may focus solely or mostly on Twitter. When you make decisions such as these, you want to ensure you’re making similar decisions in the future. Your data doesn’t mean anything unless you take note of this information and apply it to future marketing campaigns.
Partner With a Digital Marketing Agency
There are plenty of resources available that can ensure your business’s marketing campaigns are successful, but your business may struggle to make sense of the data and need assistance. Fortunately, there are plenty of marketing agencies available that can provide high-quality digital marketing solutions.
By working with a marketing agency, you’ll have all of the information you need to determine how successful your digital marketing campaign is, as well as a reliable company that can offer advice on how to proceed. Technology continues to evolve, and it’s not always easy to adapt to new marketing tools. However, an experienced digital marketing agency can simplify the process, allowing you to focus on your business.
