If you are heavily invested in digital marketing, it’s important to know how to measure your efforts. And if it is working great, you need to know your measures to create another ripple in the water. So, how do you check the effectiveness of your marketing campaigns and how can you compare it with your expectations?
Your digital marketing ventures can range from managing a social media handle to running a full-fledged Facebook ad campaign. The marketing evaluation, therefore, will help you to channel your resources towards the most fruitful marketing options.
If you have jumped into different platforms including Facebook, Twitter, LinkedIn, Instagram and YouTube to shout about your business, you can go ahead and use the campaign analytics to analyze the effectiveness of the campaign.
Use the following tips to create a valid analysis:
Understand The Requirements and Targets of Your Campaign:
To analyze the outreach of your campaign, you must identify the target of your campaign. So before you proceed with the evaluation, answer the following questions:
- What are the average inbound visitors to your site and what percentage of organic traffic are you receiving now since the campaign launch?
- How much social shares did my posts get? How much was I expecting?
- What is the size of my follower base? How much has it grown or shrunk in the past months or years?
- What is the outreach of your brand on social media platforms? Has things improved since your campaign launch?
- How are the reviews on sites like google or Yelp? Is there any improvement in the number of reviews or the user ratings?
- What are the conversion rates? What is your cost per sale?
Once you find these answers, you can use this information to compare with the previously set of data and goals. In a scenario where the pre-defined goals were realistic, but your campaign doesn’t make a comparative effect, you can run an informative diagnostic check to realize the shortcomings of your marketing efforts.
Go ahead and create benchmarks for future campaigns. Start with you Google Analytics and use all available statistics and predict how your online presence will be improved. Once you understand your web visitors, their ideal content, and their bounce rates, you can use this information to promote your products and landing pages.
Understand and Reevaluate the Client Requirements:
Back when you started your campaign you took notice of the demographics and curated a campaign to target the relevant audience. But this is a continuous process. You have to keep an eye on these statistics of the customers and potential buyers and how you can target them efficiently.
You can do so by finding your Search engine rank and what content most attracts traffic to your website. Your goal should be to get your business to rank on the first three search results as they are most likely to be explored. Being found through search will bring the most organic traffic to your site.
Examine your digital presence again:
This process involves consistently comparing the statistics of your visitors, the bounce rates, and how well your content engages them. The active participation of your audience will create informative insights thereby helping you to streamline your content ideas. You can also use this information to gain site traction and create user engagement.
Check the ROI or Return on Investment:
The most important aspect of a digital marketing campaign is the ROI factor. How much return you got for your investment. However, identifying the source of a sale accurately is difficult, but in the end, it is essential to calculate the overall ROI. Similarly, make efforts to track the traffic from each social platform and how well were the corresponding conversions.
The whole aim of a digital marketing return analysis is to find the most rewarding source of traffic. This will create a significant advantage in streamlining your marketing resources so that you can focus on the most favorable and cost-effective marketing option.
So the question is, how often do you analyze your marketing outreach on the digital media platforms? And, what can you do today to improve the ROI in the coming period? Use these tips to analyze your market outreach, website traffic and conversion rates to make the best marketing investment decisions.
About the author
Anthony Bergs is a Digital Marketing Specialist and a Project Manager at Writers Per Hour. He always keeps an eye on the marketing sector to implement the best innovations into the strategies that he builds. He’s always open for new connections and partnerships.