Measuring the impact of your marketing campaigns is good for your business – and is essential. Whatever form of marketing you use, including social media posts, e-newsletters or other forms of communication, setting clear goals and targets is crucial. Why is it so important – and what simple steps could you follow to get positive results?
Assessing what works and what doesn’t is at the heart of any proper evaluation. Customers will respond differently according to the marketing channels you use and the messages you communicate; without clear goals and outcomes it is extremely difficult to determine whether a campaign has been successful or is giving you the return on investment (ROI).
So, understanding the customer behaviour that you are trying to influence is a first step; how they do their research, think or feel about a product or service, for example.
Once you understand this decide on what you are seeking to measure. Are you looking to raise awareness of a product? Alternatively are you attempting to increase engagement through social media….Boost traffic to your website…. Or get more followers onto your Instagram, Facebook or Twitter accounts? Each of these will require different metrics to assess whether or not you are hitting your target.
With the goals and outcomes established you can use a variety of different tools and databases to record the data, such as Google Analytics, Facebook Insights and others to monitor performance on an ongoing basis or for specific campaigns.
Measuring impact is not simply for research – it will improve your future marketing campaigns and result in more sales and better productivity. If you would like to find out more, please get in touch.
PeppaWeb Marketing is a Digital Marketing Agency based in the Dordogne. We help businesses to establish their digital presence and with ways to attract more traffic which we convert into contacts and sales. Contact us today for a free, no obligation chat about growing your business.
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