As a digital marketer, we often find ourselves facing this basic question – how to measure my marketing campaign effectively? Well, this is a question best answered in detail.
If you can’t measure it, you can’t improve it. — Margaret Core
The message is clear. Any campaign that you run for your brand needs to be measured, to know whether it has been successful or not, to ensure how to not repeat the same mistakes next time and to pave the way to success for your next campaign as well.
When you are running a campaign for your brand, you need to first consider the time, effort and money involved to make it successful. There are several other aspects of a campaign that also should be measured to know if your efforts are bringing the required success, which we will be explaining in detail below.
Nowadays, there are many tools available online that help you measure your campaign, be it a social media, web, SMS or an E-mail campaign. Social media platforms also offer detailed insights into their analytics tools such as Facebook Insights and Twitter Analytics, which definitely makes work easier for you. However, understanding what your analysis report is saying is hard work and time-consuming, which is where we come in.
So what exactly are the approaches to measure your marketing campaign? We, the people of Greenroomnow, list out some of the popular methods below.
Social Media Marketing Campaigns
We can define social media marketing campaigns as an effort to reach your business goals using one or more social media platforms. A brand can use social media in multiple ways to achieve its goals. For example, Paul Barron uses social media as an idea generator, trend mapper and strategic compass for all his business ventures.
“Social media is changing the way we communicate and the way we are perceived, both positively and negatively.” – Amy Jo Martin
In today’s time, every brand is being closely monitored offline and online, by its audience, its competitors and other media houses. A brand is expected to churn out trustworthy content, engage with its followers and maintain a good digital image. Therefore, the choice is not whether a brand should do social media or not, but how well they should do it.
To know if your social media marketing campaign is doing well, you need to learn how to measure the said campaign, through various parameters.
We have listed below few ways to measure your marketing campaigns on social media to maximise your ROI (Return on Investment).
1. Measuring your campaign on social media metrics.
It is very easy nowadays to measure how far your brand message has reached through your campaigns. The metrics shared by social media platforms have made the task of advertisers easy. The following key performance indicators (KPIs) will help you to track your marketing campaigns.
Followers – You can track the increased number of followers that your campaign has generated. This will help you understand how the audience resonates with your campaign and its message.
Clicks – This, in a way, will help you know the interest levels of your audience. Are they really looking for what you are trying to market?
Shares – This is a way of recommendation. If someone shares your content, then you can safely say that your target of reaching out to more people is fairly done. This will help you spread your content effectively.
CPC (Cost per Click) – Measuring the CPC of your campaign can be one of the prime metrics. It measures the clicks to your ads, which further help to generate either website traffic or interaction with your company’s products or services. Facebook Ad Manager also gives you a brief outlook on all the necessary metrics that are needed for your marketing campaign.
2. Measuring with Google Analytics
When you are running a campaign, usually you will want more data to see where your visitors are coming from and what’s the engagement of the campaign is. With the data that is available, you can accordingly set the budget for your future campaigns and at the same time, determine the ROI as well.
How to go about in Google Analytics:–
Setting up the UTM in Google Analytics for your campaign is crucial. In your Analytics, go to Acquisition -> Traffic -> Source to know more about where your visitors are coming from. To have access to in-depth insight reports of your campaign, you will have to go to Acquisition -> Campaigns.
Source – adespresso.com
Learn more about tracking campaigns in Google Analytics here
3. Understand your social leads
To maximise your ROI, you need to understand which social media platform is performing best for you. In other words, you need to identify which channel is generating more leads for you.
For example, if Facebook is generating more leads for you, compared to other social platforms, then you need to generate more valuable content for Facebook and run target based campaigns accordingly. This will help you maximise your marketing efforts, thus concentrating on one social platform at a time.
How to go about in Google Analytics:- In Google Analytics, go to Acquisition and then, click on Overview. Once you will see All Traffics, click on Channels and then, you will see a list of traffic channels (social, organic, referral and so on). Click on the Social to evaluate the channels which are generating leads.
Basically, there are three major metrics that should be tracked for an E-mail campaign.
Opens – The no. of customers who opened your emailer.
A higher open rate means that either the reader can resonate well with the content of your emailer or the subject line was catchy enough to attract their attention.
Click rates – The no. of customers who are clicking on your E-mail to take an action. The most frequently discussed question is – Are you motivating them enough to click the action button? The CTA (Call to Action) must be in accord with your content, motivating them enough to take an action, which is clicking on the E-mail.
Unsubscribes – The no. of customers who unsubscribe from your mailing list. Unsubscribes are inevitable for E-mail campaigns. If you see a rise in your list of unsubscribes, then either you are sending too many E-mails or your message is not being properly portrayed through your content. You could also be targeting a wrong audience.
Wondering where will you get all these metrics for your E-mail campaign? Check out MailChimp, a popular E-mail marketing service, which shares a brief report about your mailing campaign with all the metrics and also helps you to determine if your campaign was successful or not.
So here we come to an end of this crisp discussion about how to measure your marketing campaign.
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Also, don’t forget to read about the 5 social media trends that you can’t miss in 2018.