With the influx of social media and online sales in business today, measuring the success of a marketing campaign has gone beyond tallying up your sales and dollars. To truly measure the success of your latest campaign you need to consider community engagement and brand awareness, which is actually much easier to accomplish now than it was 10 or 20 years ago.
Measuring your marketing campaigns
- Step 1: Define success – This might sound simple, but just what is success? Yes, you will want to look at the number of units sold or services booked, but just looking at the dollar figures will not give you a complete picture of your marketing campaign.
- Step 2: Conversions – Maybe you need to look at the number of conversions as well as sales. Successful conversions might be measured as people signing up for your monthly e-newsletter, downloading a free e-book, enquiring about your services or products, buying a product on your website, or requesting a free quote.
- Step 3: Social media – Whichever social platform you are using in your campaign, success can be measured in social engagement. So look at your interactions – how many times were you retweeted? How many times were your posts shared? Is there any buzz on the networks about your latest competition? Do not underestimate the value of social sharing as this can rapidly increase the community’s trust in your brand, and increase conversions and sales.
- Step 4: Referring websites – How many new websites link to yours? If people are finding your content engaging and useful, then they will share it with their own customers or followers. They do this by linking to your web pages from their own posts or web pages. You can easily check the number of backlinks to your site by using a backlink checker such as ahrefs.
In the end it all comes down to deciding the objectives of your campaign, how you actually want to measure success and then making sure that these objectives or goals can be measured.
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