Measuring the effectiveness and results of a marketing campaign is not a simple task. It requires thinking about strategies and using the correct indicators. How can we know if our campaigns are adequate to attract new customers and retain them? How do we know if our marketing campaign is being successful? The truth is that there are multiple ways to analyze and measure the performance of your campaigns. Below, we present some of the most used methods.
Have your objectives clear
Every successful campaign begins with specific objectives. Therefore, it is an important factor to set clear goals in which important metrics to analyze are established. Without a starting point, it will be impossible to measure the effectiveness of your campaign in the future.
Some of the most common objectives that you can set at the beginning are:
- Amount of traffic to the website.
- Converting leads into clients.
- Organic positioning in search engines.
- Long-term profitability.
Bounce Rate
This rate is capable of measuring the success or failure of your content on digital platforms. When a user accesses your website, do they leave quickly or look at the content for a while? Consumers should spend more than 30 seconds on your website for the interaction with the campaign to be adequate. Here you can deduce if the campaign is being done correctly with the aim of improving its performance in the future.
Study the first and last touchpoint
This method to measure the effectiveness of your marketing campaigns consists of determining which actions allowed your visitors to become leads through them. It is one of the simplest methods, although by itself it does not completely measure the effectiveness of the campaign in general, but rather, the actions we are using to achieve its success. That is why we recommend you complement this method with another.
Opinion mining
Consumer reviews are a very valuable source of information, as they are customers who have taken the time to share their opinion. Positive feedback will allow you to analyze the strengths of your campaign and services. But when these are unfavorable, you must immediately identify what the weaknesses of that content are and thus, look for mechanisms to improve it. Listening to and serving your clients allows you to know how your company is perceived and thus develop more specific and rigorous content to improve these situations.
Inbound links
This method is very effective to measure the real influence that your campaigns are having. If other websites use your campaigns to write and perfect theirs, it is a demonstration that your content is notable and interesting. Although for the impact to be real, the links have to be organic, that is, you would not have to pay for them to link. your content.
Social Media Engagement
Social media counters let you know the level of engagement your content is achieving in social environments. That a campaign is being shared many times on a social network implies that it is being well received by users.
Call Tracking
Call Tracking monitors all your calls allowing you to study the profitability of your digital campaigns. Using a virtual number in your online campaign, you can measure visits to your website that result in a phone call to your company. These calls are directed by a virtual telephone switchboard that can help you measure your campaigns thanks to all its functionalities: statistics, recording, caller ID, voicemail. The effectiveness of your campaign will be as high as possible and your customer service will improve significantly.
In conclusion, although there are other methods to measure the effectiveness of your marketing campaigns, it is very important to carry out routine control that allows you to check every aspect of your campaigns. This way you can be aware of your strengths and weaknesses, managing to improve in the business world.
