Hey Marketers, having trouble proving a campaign’s success? Regardless of who you’re reporting to, an in house supervisor or a client, below are four important metrics everyone will want to hear. With this you will be able to highlight how well you’re working within each asset of the campaign- using the type of measurement that best offers evidence of growth:
Social Media Engagement:
Your impressions and clicks are important, though you’ll want to know the number of people following the call to action (e.g., form fill). Next, take a look at which posts get those conversions the most! This will help guide your spend, and you can compare conversions month to month to prove growth.
Call Activity:
Setting up different call numbers for different channels (or even more, different call numbers for each different ad), is of huge importance in tracking how callers are finding you. Our team tracks in real-time the calls our Clients receive from campaign Google Ads, Newsletters, and Landing Pages. Breaking down further to find out how many of those callers are new will help us to filter the sales funnel – moving new callers into a different pool than returning callers. This way, our next touch will be tailored to the individual based on the last interaction they’d had with us!
Email Engagement:
Email marketing may seem outdated, but it remains helpful to Clients to keep in-front of leads. Using an automation tool (i.e., Mailchimp.com) helps our Clients to increase touches without stealing more time from Sales. Peeking at sends vs. opens vs. actions will give you an idea of which emails results in action, and which leads on your list will need a new touch approach (e.g. try a phone call, etc.). You can also break down how well your copy directs readers to take the action you’re hoping for: Do people open your emails without replying? It may be time to re-evaluate how the email message begins.
Landing Page Event Activity:
Landing pages are great tools for bringing your campaign full circle! By directing your ad visitors, and by embedding landing page links into your drip campaigns, you can help bring your audience pool together in one spot. This gives you a chance to share everything you want to share (which may be limiting in a Facebook post, etc.) on the landing page and truly share your value to your leads. Our team follows this method, and then carefully selects a one or more goals we are trying to get our visitors to accomplish while on the page. This can be anything from filling out and submitting a form, downloading an attachment, and/or calling from the number made specifically for this page (remember, this helps us track call activity better). Once we know our goals, we run a heat map on our page to see where our audience actually goes. If the events they follow don’t align with our goals then its a sign we need to move around our landing page, change the look and feel, and/or improve copy. (Heard of A/B testing? This is a great example of how it can be used.)
If you can, keep in mind that clients tend to want to know basic lead and sales numbers, and are usually less interested in which keywords do best, etc. Overall, Clients like to see the how far their money is going towards reaching their goal, and usually leave it to you to research the details (someone, namely your supervisor, will want to know those details, however, so still be sure to plot out industry benchmarks and your personal goals when setting up a campaign).
How can you Deliver this information clearly without confusing your Clients?
Think visual! I love to build out funnel graphs for this purpose. It allows me to measure overall success by channel, and is the easiest way to deliver, and understand, a success snapshot. Below is a test report I built out for ideas:
Above I had mentioned that, though Clients want the conclusive basics, it will still be in your favor to track all the details. I’d like to add that my favorite “behind-the-scenes” metric is Click-Through-Rate (CTR). This does wonders to shed light on the success each deliverable has – allowing you to make copy, target, etc. changes. This metric can even give you direction for where its best to put your budget. If you’re looking for more ideas, please reach out to us to discuss scorecards!
