Tracking the success of your marketing campaign is one of the many fundamentals of marketing. Or good marketing!
If you have a website, landing page, or social media pages for your business, you most definitely should be monitoring the progress and success rate of your marketing campaigns.
Firstly, let’s define success.
What does success look like for your business? Gaining followers? Higher quality organic leads? Increased sales or site traffic?
Those are just a few examples of what success could look like for you and your business.
Next, let’s look at a few ways you can monitor the success of your marketing strategies.
#1. Web Analytics
You’ve probably heard of Google Analytics. Analytical systems like Google Analytics have been designed to monitor your site traffic and each user’s journey through your site.
It might seem creepy... but it’s one of the most effective methods of defining and understanding the overall user experience when your clients visit your site. UX designers specialise in creating efficient and credible user experiences across web and mobile applications. They spend time analysing user's unique journeys, and then designing conceptual layouts to increase user friendliness and overall efficiency.
Google Analytics offer beginner and advanced courses to help you create, track and customise your analytics account. And they're free!
You can use analytical systems imbedded in your social media profiles. Look out for insights tabs, Instagram, Twitter & Facebook all have extensive analytical tools in place. Use them to monitor the success rate of each post. Determine which posts are highly performing and duplicate the process.
#2. KPI Tracking
Back to success! Once you’ve defined what marketing success is to you, you can track your campaigns success rate by measuring your performance with KPIs (key performance indicators).
Lets use followers as an example.
You want to increase your following on Instagram.
You set yourself the goal of gaining 1000 new followers in 8 weeks.
To reach your goal, you’d need to gain 125 new followers per week. Your KPI is the amount of followers you can gain in a set amount of time. If you can achieve this weekly target, you'll meet your goal on time.
#3. Allocate a Marketing Budget
Allocating a marketing budget will pressure you to assess your analytics. Determining a maximum spend will ensure you work hard to produce the best possible results from the budget you have available.
You can track this budget annually, and assess your spend accordingly. Use it to plan marketing campaigns.
Allowing for an ad spend within your budget will greatly reduce the risk of you exceeding your marketing budget.
There are many other methods of tracking your marketing campaigns.
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