So you ran a marketing campaign for some time now (preferably over a month) and have the data you need for analysis.
It is now time to decide what you will keep and what you will eliminate from the campaign.
Well, it is good to know that this goes beyond simply choosing one part because it works and ignoring another because it doesn’t work.
What you would consider as working, or not working will depend on the goals and objectives that you are trying to achieve.
So without further ado, let us give you some actionable tips on how you can quickly improve your marketing campaign!
#1 Define Your Goals!
Having clear targets goals and objectives will help you find out which part of the marketing campaign as well as which channel is producing the desired results.
This is why you should clearly state your short-term as well as long-term goals.
You may for instance have a short-term goal where you are looking to increase by 3 or 4 leads each month.
You may also consider boosting organic traffic by 20% in the new business year.
On the other hand, you may have a long-term goal where you increase traffic by 45% each year for consecutive years.
#2 Give It Time, Man
The best marketing strategies will likely have several tactics which all combine to produce effective results.
However, for each of these tactics, you must allow sufficient time for them to run, gather data and eventually analyze, evaluate and adjust.
Let’s assume that you are running a pay-per-click campaign. Such ads often have the goal of increasing traffic.
Letting the campaign run for a week or two is obviously not the best choice to make as it will not have gathered sufficient amounts of data for you to make conclusive findings.
In this case, you may need to run the campaign for a month or two.
So don’t forget - Keep giving it time.
#3 Consider Other Metrics
Even while your marketing strategy is made up of several tactics, remember that to see the whole picture you will need to evaluate multiple metrics.
Suppose you wanted to increase traffic to your site. You may consider display ads. A
After all, they may drive a large portion of the traffic to your site, right?
However, what you may miss noting is that of the traffic brought in by display ads the larger percentage has a high bounce rate!
When you consider all this, then it becomes apparent that the display ads aren’t the best source of the traffic to your site and you should probably cut them off your marketing strategy.
So again - Don’t rely on just one metric, look at the entire picture!
#4 Consider Revenue By Leads
Not only should you track the leads that you get but also the revenue associated with them.
If you have not read 'Predictable Revenue' by Adam Ross, it's one of my favorites on this topic.
It is easy to consider some leads good while others not so good.
But by comparing leads and the sales data associated with each lead, then you can be able to judge the success of your sales efforts.
As you evaluate the leads, it is important to also consider where you got the lead.
Marketers are thus able to determine which channels offer the best leads.
Pay per click, as well as organic search leads, are some of the best leads simply because the leads are already searching for the products or services that your business offers.
A marketing campaign is not just about evaluating metrics individually and deciding on the one that has the highest figures.
Remember that to get the real picture you will need to consider multiple metrics in the right context.
Only then will you be able to make the best choice on which tactic or strategy to keep and which one to discard.