By Katy French
Marketing campaigns take work. From brainstorming and content creation to publishing and content distribution, it takes forethought and planning. Once your campaign is live, you want it to be successful, but how do you know if your campaign really worked? By measuring your results correctly. With a solid measurement framework, you can get the insights you need to know what works, what doesn’t, and how you can improve going forward. Luckily, we can help you there.
9 Tips to Measure Your Marketing Campaigns
Setting yourself up for success starts long before you launch your campaign. You need to know how you’ll define success, as well as the most effective ways to measure it from the jump. Here’s how to make sure you do that—and get the insights you need to improve along the way.
1) Set Goals and Timelines
Before you start your campaign ideation or content, you need to know how it fits into your larger goals. What exactly are you trying to achieve, and when do you need to achieve it by? We recommend setting OKRs (objectives and key results) on a monthly, quarterly, or even yearly basis. With this understanding, you can maintain campaign momentum and ensure you’re set up to track them appropriately.
2) Establish a Reporting Foundation
Understanding your current marketing landscape is the first step to determine if your campaigns are successful. Start by establishing benchmarks to determine:
- How you’re currently performing
- How you’re performing compared to industry benchmarks
First establish your general benchmarks, then search for industry benchmarks to compare. (For example, here’s a helpful snapshot for social media marketing.) We’d suggest starting with a general KPI doc to update on a weekly or monthly basis.
Eventually, this will let you see the big picture improvements your campaigns are contributing to. Remember: The more you report, the quicker you can identify issues and pivot accordingly.
3) Identify Your KPI (and Stick to Them)
Every marketing campaign should have a clear goal, along with specific measurable KPI. KPI are key performance indicators—the most important metrics that determine your campaign’s success.
For example, if your goal is to increase brand awareness through a digital marketing campaign, then your success may be monitored through KPI in the form of impressions, engagement, or click-throughs.
If you’re not sure what to measure, here are some boilerplate metrics to consider for every stage of the buyer’s journey.
- Publication pickup
- Social content metrics
- Organic traffic (SEO)
- Brand indexes/surveys
- Social sentiment
- Time on site
- Lead gen rate
- Leads (not yet qualified)
- Qualified leads
- Satisfaction and advocacy:
- Product usage
- Customer review scores
- Product registrations
- Account renewals
- Product return rate
- Social fans/follows
Note: Even if you have your KPI chosen, you may be pressured to report on other data (e.g., if higher-ups want products purchased or emails captured). While deeper data can (and should) be used for learning in future campaigns, don’t let yourself or your team get hung up on it.
Goals and KPI are established because you can’t do everything at once, so remember what you came to do and force yourself to measure …read more
Read more here:: B2CMarketingInsider