One way you can make sure your current marketing and promotions campaign is effective for your business is to measure its success. Even if you think your current plan or strategy is working greatly for your business, without any hard numbers or proof to support this, you can’t afford to be complacent and close-minded. You need to be open to trying new strategies or techniques to ensure that your marketing and promotions campaign is really helpful for your business.
Measuring the success of your marketing and promotions campaign doesn’t have to be an arduous and complicated task. Here are some useful tips you can follow when measuring the effectiveness or success of your business’ marketing and promotions campaign:
Identify the appropriate, measurable goals you have set for your business.
Businesses have various goals they want to achieve. However, you need to identify the ones that are in line with or are the focus of your marketing and promotions campaign. Examples of these measurable objectives are the increase on your website traffic and if your brand reached the specific audience or group you were targeting. Keep in mind that the more measurable the objectives are, the easier it would be to evaluate the success or failure of your campaign.
Determine the specific marketing metrics you want to measure.
Marketing metrics refer to the collection of numerical data which enables you to get some perspective on the current campaign you have to see if it meets the goals your company set for it. Some of the most common metrics you can include or use for this endeavor include your website’s content, lead generation and conversions, page views, bounce rate, social media effectiveness, and search engine referrals.
Take note of or consider key benchmarks.
Documenting present key benchmarks is important to determine the success or failure of your campaign. One way of doing this is to conduct a website analysis and take note of the unique visitors, assess the new visitors compared to recurring visitors, the time they spend on the site, bounce rates, and sales conversions. You can also do the same for your social media sites, online ads, and sales leads and conversions.
Consistently track the results.
Lastly, measuring the effectiveness of your marketing and promotion campaign is not something that you should only do once a year or whenever it is convenient for you. Whenever you will launch a new campaign or strategy, consistently track and evaluate the results. Create a plan or schedule on how often you will document the results since this can help establish accountability. In addition, this will also permit you to adjust the campaign as needed.