20 May 2019
No professional should have to struggle put tangible results next to digital marketing efforts. Yet, in reality, many marketers do have difficulty conveying the effectiveness of their work to their clients. And when marketers aren’t able to show meaningful progress in the form of detailed metrics to their partners, their retention rate will inevitably suffer. Part of this problem is systemic; the other part, technological. Below, we’ll outline four simple steps marketers in every industry can use to implement high-functioning marketing campaign measurement.
If you want to accurately measure the results of one marketing campaign vs another, you have to take the time to create unique campaign content. Most businesses will market multiple products and services, and they’ll do so to various demographics. As such, each campaign a marketing team develops should reflect the specific goals and challenges associated with the project. Not only will this make it easier to measure how well your campaigns are performing, but it will also likely boost campaign performance.
Modern marketing campaigns are comprised of a number of different content sources, which exist across multiple channels. This means that marketers should strive to link blog posts, ad groups, ads, social-media posts, and offsite material that share a common campaign heading. Unifying your content within an omni channel marketing strategy is critical because almost all conversions occur after a lead interacts with multiple “touch points” (i.e. content sources). Not connecting your common content will create gaps in your tracking results.
What constitutes a “conversion” for one business, may not for another. Indeed, marketers who want to accurately monitor their campaign performance should ensure that they use the same metrics and KPIs for each campaign they launch. Using uniform metrics like marketing ROI, cost-per conversion, and cost-per acquisition, for example, will ensure that you don’t end up comparing apples to oranges with your tracking data.
As we mentioned above, sometimes tracking statistics can become skewed due to systemic errors. Other times, though, inadequate tracking technology contributes to inaccurate data. What’s more, an inability to consistently track lead engagement and attribute sales and conversions will greatly hamper an agency’s ability to create compelling content in the future. Accurate marketing campaign measurement enables marketers to identify –– on a granular level –– what resonates with consumers and what doesn’t. After all, if your team can’t determine which campaigns (or ads, or ad groups) are producing the best returns, they’ll always struggle to enhance their tactics.