Marketing campaign performance is an essential component to the growth of any business. Digital marketing, in particular, has become so valued that it is predicted that in the United States alone businesses will spend a total of $118 billion on online campaigns by 2021.
Knowing how your advertising campaign is performing is important. You can clearly see what’s working, what’s not, and where you should be investing your marketing budget. There are a number of different KPIs you can use to measure your campaign’s success, and the three goals below are what will help you determine whether your latest campaign is flourishing or failing.
1. Company Conversions
Measuring your conversions is one of the best top-level ways to determine how successful your marketing campaign has been. Conversions go beyond making a sale (although that, of course, is important). You need to be able to measure different conversions throughout the various levels of the sales funnel, such as:
- A visitor converting into a lead
- Someone who found you on Google My Business calling your company or booking an appointment
- A lead filling out a contact form or requesting a free download
Your conversion numbers are the easiest way to clearly see whether or not your campaign is working. From there you can whittle down into the nitty gritty specifics of your campaign.
2. Company Visibility
Visibility is a primary goal for many companies. After all, the more likely you are to be seen, the more likely users will check out your blog, website or social media page.
There are many different measurements that will help you clue into just how well a particular campaign is helping increase your online visibility. These include:
- Overall visitors
- New visitors
- Sessions (including average time per session and an average of how often a user will visit your site)
- Bounce rate
This helps you get the idea of how much new organic traffic hit your website or landing page because of a campaign, how long people are sticking around on your pages, and the bounce rate – combined with your conversion rate – will tell you a lot about the quality of traffic heading your way.
3. Company Popularity
There are several tools out there that will provide you with critical info about how well you’re being received online. One area to look at is engagement. If you’ve been generating more engagement through your campaign, then you know that you have done well in selecting topics, that you’ve presented the content well, and that it is relevant to your desired audience.
You can also find out additional information including page likes (and how many of them are new) and post reach. This tells you how well your company or product is appearing on the newsfeeds of users.
Finally, you will want to measure your post engagement. This is measured by accounting for the number of likes, shares, tweets, downloads, discussions and comments your post received over a defined period of time.
Stay Patient and Stay Consistent
The best way to measure your campaign performance is to remain consistent. Create specific goals for each campaign and measure them on a regular basis. You can then start tracking the behavioral patterns of your visitors which means being able to best decide where you should be investing your marketing dollars.