Two helpful tips for determining the success of your marketing campaigns
It’s important to measure the effectiveness of your marketing campaigns to learn what was successful at bringing in sales and where there’s room for improvement. However, this can be easier said than done.
Digital marketing allows for more opportunities to track results than ever before, but with such deep insight, it can be hard to know what metrics you should focus on. While analytical tools can be helpful, you need to set up campaigns correctly before launching to make sure you’re using them to their full capabilities.
Then, you have to remember to check back from time to time. The campaign cycle shouldn’t be too long or complicated. Here are a couple of best practices for tracking your marketing campaigns and painlessly assessing ROI as part of your routine.
Define your campaign and link everything together
You should begin by defining your campaign. For example, say you’re working on an inbound marketing campaign that consists of different landing pages, SEO work, blogs, email marketing, lead nurturing and other elements. It’s critical to link all elements of your campaign together within whatever platform you’re using so you can see what leads were generated from each particular asset or source.
It’s really worth making the investment in a standardized marketing platform like HubSpot or a CRM like Salesforce. These applications will likely pay for themselves by providing a relatively easy way to measure campaign ROI by “tagging” assets and tying results to contacts and generated revenue. This offers deeper insight into the effectiveness of your marketing campaign, which will ultimately drive more sales.
Here’s a look at using campaigns in Salesforce:
Here’s how campaigns work in HubSpot.
Of course, you’re still able to measure your campaign’s success until you’re ready to purchase one of these platforms in Google Analytics for free. Here’s a look at tagging in Google Analytics:
Once you tag or link all your assets your campaign is ready to roll!
Review results regularly
After you launch your campaign, schedule regular check-ins on your calendar to remember to look at the results. One easy way is to assess at the end of each month.
Users of HubSpot, Salesforce and Google Analytics can all access reports. HubSpot users should pay special attention to metrics in their campaign report like:
- Views: HubSpot counts a page view every time the HubSpot tracking code is loaded. Unique views refer to views that are generated by the same user during the same session.
- CTA clicks: In HubSpot, you can create CTA buttons to drive prospective customers to your website, where they can then convert on a form and be added to your contacts database.
- Conversions: This is the number of website visitors who completed your desired action, such as clicking a button to filling out a form or booking a meeting with your sales team.
Salesforce users, meanwhile, can view their Campaign ROI Analysis report, for an intuitive view of campaigns with associated responses, opportunities, won opportunities, revenue, and ROI.
Google Analytics users can track variety of metrics including:
- Users: Learn how many unique visitors came to your website within a certain period of time to see if your marketing efforts are resulting in site growth.
- User engagement: This helps see what content is attracting user attention and where it’s lacking.
- Conversions: Just like in HubSpot, this is an important metric to see if user activities are helping achieve your business goals.
It is critical to take time to look at how your marketing tactics are helping your bottom line. Working with an agency can help provide professional guidance on opportunities to enhance your overall cost per analysis or engagement reports to maximize ROI or brand awareness.