One of the most crucial components of a marketing professional’s work is measuring marketing campaign performance. However, the measures we use to assess our achievement don’t necessarily reveal the whole story.
We sometimes rely on data that make the performance of our marketing campaigns appear to be excellent, but the truth is that they are nothing more than vanity metrics. Promoting numbers that offer the appearance of efficacy leads to a cursory examination.
Instead of focusing on readily skewed data, we should focus on marketing performance measures that provide a true picture of our campaign’s accomplishments… or failures.
Targeting Can Help You Improve Your Marketing Campaigns
Finding a pool of qualified leads for your campaign is similar to targeting your marketing efforts. You perform some pre-work and establish which market niche you want to reach before you do any work – messaging, channel development, etc.
Creating marketing or “buyer” personas to characterize these many categories of people is a strategic method to think about targeting. Determine the features of this subset for each persona.
What do they enjoy and despise? What are their favorite hangout spots? What are the most common issues or problems? You want to determine the characteristics of numerous subgroups of your audience so you may target your marketing more precisely at them.
Customize Campaigns to Make Them More Effective
Tailoring campaigns is a marketing tactic connected to persona creation. This can include both designing your marketing campaign messaging and researching the channels through which you communicate it. Make choices that are appropriate for your target audience.
For example, you may discover during your study that one group of your clients prefers not to use print media; for them, you’ll want to create digital-only campaign materials.
Another group may only want to see print ads. Before you pour a huge swath of marketing into the ether, you need to understand this.
You want to make certain that it lands properly. You can also adjust your marketing messages and copy as needed. Do you know how to communicate with your clients?
Use Trigger Marketing to Your Advantage.
Use marketing campaign management tools to implement trigger marketing so you know who to contact, when, and where to contact them.
You’ll have more success if you can meet them with your marketing campaign at the proper point in the buyer’s journey. This is the idea of “delivering the appropriate message at the right time.”
Sending emails or campaigns at key times in a customer’s interaction lifecycle, known as trigger marketing, can greatly boost your chances of success.
You must first determine the essential moments in your customer’s journey, such as discovery, enrollment, first purchase, and/or renewal, in order to put up a trigger campaign. Then add more layers and proceed to the next phase.
For example, if you know the buyer looked for you and visited your website after you were discovered, you might send them a follow-up: “See anything you like?” Please return to see us.” Alternatively, if you have an existing customer who has recently made a transaction, send a reminder 30 days later.
Marketing automation can help (more on that later), but as you can see, a strong CRM system can also be an effective marketing campaign management tool for trigger marketing.
Track Your Marketing Strategy’s Success by Measuring its Results.
Let’s pretend you’ve planned, developed, and launched a marketing campaign. You’re ready to go. Great!
How are things going for you? Do you have any idea?
You must maintain track of your efforts and formally track them in order to find out.
This might be a simple chart (think Excel tables) or a more sophisticated dashboard. In any case, make a note of what you’re doing – draw information from databases and your head – so you can document it for the future and share it with others.
I recommend that you limit the amount of data you track to just a few key performance indicators (KPIs) that truly tell the tale of your marketing campaign plan. There is an abundance of data available these days, but make sure you’re keeping an eye on the proper data and comparing apples to apples on a frequent basis.
And make a note of it! Our recollections fade over time. It’s like that proverbial tree that falls in the forest if you don’t track and document information… No one will be aware. (They can make educated guesses, but they won’t be certain.)
Run Tests to Assess How Effective Your Marketing Plan.
Testing is another important aspect of the marketing campaign process. Remember to incorporate tests into your marketing campaign strategy.
You Need to Track What Works and What Doesn’t.
Tests might be difficult and exhausting, but they are also quite valuable. You can assess a variety of factors, including:
You can experiment to see which channel is the most effective. You may examine how well your web pages perform or how well your emails function. You can experiment with the time of day you publish articles, as well as the weekday.
If email is part of the campaign, this could look like A/B testing, such as experimenting with alternative headlines, page layout, or subject lines. It could also mean experimenting with new or different channels, or even focusing on a different group of potential clients.
One piece of advice: Use marketing campaign management software to keep track of your testing and ensure that you aren’t evaluating too many things at once. To gain actual knowledge, you must limit the number of constants and variables, just like in high school science class.
Furthermore, testing isn’t a one-time event. Testing should be done on a regular basis. Don’t rest on your laurels for too long. Continue to test – and track – to ensure that you know what’s working.
Toss Out Anything That Doesn’t Work.
It’s time to take stock after you’ve started testing and tracking. Take a step back and evaluate: Is it working? If that’s the case, congratulations, and well done. It’s time to do it all over again.
If not, you must have the confidence to chuck it. It’s fine to toss out what isn’t functioning in favor of something fresh. Remember that failure can teach you nearly as much as – if not more than – triumph.
Consider these marketing campaign management tools.
There are numerous tools available to assist you in managing your marketing initiatives. When it comes to improving your marketing campaign management, marketing automation should be a top priority. The good news is that Act-On software may make creating a marketing campaign a lot easier.
We can assist you with targeting, such as list segmentation. We can assist you with setting up email triggers. After you’ve identified your target audience and identified the important triggers, you can use Act-On to customize your messaging. You can also utilize our products to keep track of your progress and report to your coworkers or clients.