When you put money into a marketing campaign, you want to know that it’s effective. However, traditionally, it could be difficult to gauge just how well it worked. How do you measure whether someone is influenced by an advertisement? Nowadays, however, it’s a lot easier. With the right insights in mind, you can ensure you’re getting a real return on investment from your campaign. Here’s how to get them and what to do with them.
Tracking your KPIs
There are a lot of different online platforms, many of them disconnected and disparate from one another but the majority of them will provide some manner of analytics and reporting tools to help you better track the performance of your campaigns. Most social media platforms have their own analytics dashboards, but there are also tools like https://sproutsocial.com/features/social-media-engagement/ that can help you compile data from across accounts and across platforms to better understand how you’re engaging with your audience in general.
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Building your leads
Insights on the performance of your campaign aren’t the only thing you should be looking to build. You should also be trying to build insights on who your customers are and which potential customers could convert with just the right approach. If you’re doing a direct mail campaign, one of the benefits of data capture services like https://www.action-mailing.com/data-services is that you can get to know more information about leads before you reach out to them, meaning that if they respond to your marketing, you might be able to shape an approach that suits their needs. This works especially well with CRM tools that help your team collect and collate data across departments.
Optimizing your approach
Gathering the data you need for insights is one thing, but taking action on them is another. Whether it’s your direct mail campaigns, social media posts, online ads, webpages, or otherwise, you can take the data to learn what works and what doesn’t. A/B testing services like https://abtesting.ai/how-it-works/ can help you see how two versions of the same advertisement or webpage work out in the wild, showing you concrete proof on which different approaches best work with your audience and content.
Understanding your customers
Whether you’re looking to cater towards a certain demographic, such as Gen Z buyers, or you simply want to better understand the audience that your messaging is already reliably working for, building a customer profile from your own data is important. A lot of marketing data management tools can give you some information on demographics, such as gender, occupation, age, interests, and more. By gathering this data, you can get a more accurate picture of your average customer, helping you better understand their needs and what’s more likely to appeal to them.
If you’re marketing without any insights, then you’re effectively doing things the old way: hoping for the best and waiting to see if your revenues change as a result. Most modern businesses can’t live with that kind of uncertainty. Get a better idea of what’s going on with the points above.
