You might think your unique digital marketing efforts are working, but how do you check the effectiveness of your campaign and compare it with your expectations? Your digital marketing ventures can range from managing a social media handle to recording a regular podcast to blogging to running a full-fledged online advertising campaign. Your marketing evaluation, therefore, will help you to channel your resources towards the most fruitful marketing efforts.
Now since you have jumped into different platforms including Facebook, Twitter, Instagram and
YouTube to shout about your business, you can go ahead and use the campaign analytics to analyze the effectiveness of your content.
Use the following tips to create a valid analysis:
Understand The Requirements and Target of Your Campaign:
To analyze the outreach of your campaign, you must realize the aim of your campaign. So before you proceed with the evaluation, answer the following questions:
- How many social shares did my posts get? How much was I expecting?
- What is the size of my follower base? How much has it grown in the past six months or years?
- What is the reach of your brand on social media platforms?
- How are your online reviews on sites like google, yp.com or websites like Yelp? Has there been any improvement in your ratings?
- What are the conversion rates on website visitors?
- Has your email list grown?
- What are the average number of inbound visitors to your site?
- How much organic traffic are you seeing monthly?
Once you determine these answers, you can use this information to compare it with your desired marketing goals. In a scenario where your campaign doesn’t create the desired effect, you can run an informative diagnosis to realize the shortcomings of your business. Once you create benchmarks for following your campaigns, you can use the available statistics to make adjustments to your strategy. It will also allow you to understand the visitors, their bounce rates and how you can use this information to promote your products and build more effective landing pages.
Understand and Reevaluate The Client Requirements:
Back when you started your online marketing campaign you used your target demographics to curate your campaign to reach a relevant audience. But this is a continuous process. You have to keep an eye on these statistics and take note of which content your target customers most respond too.
Once you know things like your search engine rank and what traffic is most attracted to your site, you can give your audience more of what they desire. Being found through the search engines will bring the most organic traffic to your site.
Examine Your Digital Presence Again:
It is important to test your campaigns. This process involves consistency in 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 marketing efforts. You can use this information to gain site traction and hence create user engagement.
Check the Return On Investment (ROI):
The most important aspect of a digital marketing campaign is measuring the ROI. How much return you got for your initial investment the whole point of the exercise. 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 platform and 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 resource allocations so that you can focus on the most favorable and cost-effective marketing option.
So the question is, how often do you analyze your business outreach on the digital media platforms? And, what can you do today to improve those in the coming period? The short answer is monthly. Start with your Google Analytics and then use the platform analytics to see what is working.
Use these tips to analyze your marketing efforts and take the best information to make adjustments as needed to maximize your ROI.
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.