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November 30, 2018

How To Monitor The Success Of Your Campaign

Just because you’ve successfully, designed, created content for and launched your marketing campaign, it doesn’t mean the hard work stops. Now, it’s time for arguably the most important element of the process – to track your campaign’s results. In this blog we’re going to give you several techniques to help you effectively monitor the success of your marketing campaign.

Preparation Is Key

Before you even begin planning your campaign you first need to devise the key channels you intend on tracking, which will help you to determine whether your marketing campaign was a success, depending on how much revenue each one brought into your business.

These channels include:

Organic: Organic visitors that find themselves on your page would have done so by using a search engine such as Google, they would have likely been looking for a specific product or service and your business’s website appeared high in the rankings, therefore attracting them to click on it.

Direct: This channel refers to the customers who found your business directly of their own will, without being taken there by other parties, so, for example, an individual who saw your business’s web address on a printed ad and proceeded to of their own accord type it into their search engine.

E-mail: This channel includes the potential customers that found your business through the use of an email campaign that your company ran to boost revenue; many would have clicked on a promotion which was offering your business’s services for a reduced price.

Referral: These are the prospective customers who found your site via the use of a third party, i.e. where your website has been linked to on another business’s blog or shared on another company’s social media and a visitor clicked through to your site.

Social: Referencing the revenue boosted for your business via the use of social media sites, the social channel covers all manner of social media accounts that a business can use to attract traffic to their site, including Twitter, Facebook, Instagram, and Snapchat.

Paid: Monitoring this channel will give you an idea of the amount of traffic that a Pay Per Click (PPC) ad on a search engine generated for your business, purchasing a PPC, means your website will appear at the top of the search results in the ad section of the rankings.

So now depending on what your campaign included, select a series of channels, this will help you to focus on a specific sector of your business, making it easier to monitor your marketing’s overall success.

Define Your Metrics

Many people define success differently, especially when it comes to marketing, so to clearly monitor how well a campaign is doing, you need to create a metric. A standard of measurement, a metric will help you focus the evaluation of your campaign. We recommend selecting three separate metrics, specifically; lead conversion, click through rate (CTR) and bounce rate, these three attributes will give you a good barometer of how successful a campaign is.

Lead Conversion Funnel

A lead conversion funnel essentially tracks your customer’s path toward completing an action on your site, from their very first interaction with your marketing campaign collateral to the last.

Charting their progress from a recipient on your mailing list to a sales prospect, before becoming a fully fledged consumer of your business’s product or service, lead conversion can also give you an insight into the point in your campaign where most prospective customers are dropping out.

This will give you an idea of how successful your campaign was in converting leads and also help you gain awareness as to how it might be improved by seeing which parts of your marketing campaign aren’t engaging your desired audience.

Click Through Rate (CTR)

By analysing your campaign’s click-through rate you can see the exact amount of prospective consumers who are viewing your campaign’s desired action and how many actually go through with the purchase or service that your marketing collateral is promoting.

It will measure how many users visited the webpage in total, who out of them subsequently exited the page and the exact amount of those visitors who initiated the actionable step.

According to statistics released by Wordstream, the average click-through rate sits at around 1.91% on search and 0.35% on display. In that same report, it was revealed that if your campaign’s CTR is standing at 2% that it can be deemed a success.

Bounce Rate

Bounce rate is often considered to be one of the most important metrics when it comes to monitoring a campaign’s failure; it compiles data regarding how many users completed a single-page session on your website.

If you’re running an email marketing campaign a bounce rate can also refer to the percentage of email addresses in your subscriber list that didn’t receive your marketing message due to the fact it was returned by their mail server.

The benchmark bounce rate differs according to industry, for example in the food, drink and service sector it is 65.2%, however, in the sports promotions it stands at 51.12% and in real estate falls as a low as 44.5%. You can see the full list of industry bounce rates in the image provided by conversionxl  below.

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By utilising these three metrics in the evaluation process you’ll gain a greater understanding of whether your campaign was a success or not.

Visualise Your Results

 

Now that you’ve monitored your campaign’s key metrics and channels, it’s time to visualise the results and show off just how well it’s performed, you can use a number of tools to perform this process, most notably Google Analytics.

By far the most used analytical tool when it comes to monitoring marketing campaigns, it helps to interpret complicated data, figures and statistics so that even the most inexperienced marketer could understand them.

Some of the application’s key features include a data-driven acknowledgement model, a real-time reporting comparison feature and of course all the graphs, tables and presentations you could ever dream of to present your campaign’s success.

For more information on how Absolute Digital Media can help you with marketing campaign strategies, you can get in touch with a member of our team on our Contact Page or by calling 01245 287 864.

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Author:

Ben Austin

With a solid background in the sales and finance industry, Ben was inspired by the possibilities of SEO after propelling his own website to search engine success. With a natural flair for digital marketing and a strong work ethic, his entrepreneurial streak soon took over, leading to the birth of Absolute Digital Media.

Naturally ambitious by nature, Ben didn’t stop here, instead pushing the business to new heights, offering a wider range of services to more and more clients. He is now proud to employ a number of SEO, PPC, web design, social media, copywriting and marketing professionals and is driven by all things digital marketing. His passion and persistence have led the company to multiple awards and accolades, such as the company being awarded the prestigious ‘Best Use Of Search – Finance’ award at the UK Search Awards 2018 and announced as Digital Agency Of The Year at the 2018 Southern Business Awards. When he’s not busy leading the company on new ventures, Ben enjoys spending time with his wife and children.


Email b.austin@absolute.digital

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