Managing a marketing campaign can be a difficult process. It requires great attention to detail and needs regular checkups, all to ensure that a business’s strategy is going to plan. In the past, this required a lot of hands-on work, with marketers having to do one-on-one A/B testing and poring over data with hands and eyes.
The emergence of technology has started to make this process far easier. Whether it comes in the form of affiliate tracking software or social media multi-channel management, specialized technology has been developed specifically for marketers, making the job of tracking and analyzing campaign data as simple as possible.
Without a working knowledge of your campaign, these tools won’t be any help. So, how do you effectively work to keep track of your campaign while keeping it on a trajectory toward success? Let’s investigate that question together.
What Is a Marketing Campaign?
If you’re not entirely certain, a marketing campaign is an organized way your business promotes marketing-related goals aimed at raising brand awareness, increasing audience engagement, and promoting sales conversions. Campaigns are not often a singular marketing approach, but a multichannel approach aimed at customers, utilizing avenues such as email, social media, SEO content, and more.
Managing Your Marketing Campaign
You have your marketing campaign established, but how do you begin to manage it? What does that management look like? First and foremost, managing your campaign is established by implementing it, getting it out for your audience to see and interact with. Once that is started, you can begin working on its management,
- How will your audience find you? How will you find your audience?
Determining how you create engagement through your marketing campaign depends on a number of factors, some of which include digital tools available, audience makeup, and budget. Understanding your available bandwidth is a great place to start, as it allows you to identify what channels you’ll want to focus on most when implementing your marketing campaign, along with determining what means you want to rely on to get eyes on your campaign—whether that is affiliate marketing, pay-per-click advertising, or social media advertising.
Once you’ve identified your primary channels of communication and engagement, you can begin working toward the management of your campaign, working to understand how people interact with your marketing materials and how it can be improved for the ultimate number of impressions.
- Impressing customers when they find you.
One of the most effective ways to impress potential customers when they find you is to provide them with a well-crafted landing page. This is a dedicated page intended for your audience to interact with so they can learn more about your company, this ongoing marketing campaign, and the products and services you offer, which are intended to improve the quality of their lives.
This page, which your audience can be sent via a CRM email or an affiliate link, is intended to be a springboard for conversions, influencing sales choices with specifically crafted copy, images, video, and other content.
- Getting to know your audience.
Beyond impressing your audience with landing pages, you can get to know more about them by introducing lead forms. These forms, which are usually offered at the end of web pages or provided via a hyperlink in an email, help businesses to learn more about customers and visitors.
Information collected can include basic demographics, how they found your company, why they’re interested in your business, what they most appreciate about your campaigns, and what types of content you should provide more of and why.
These anonymous forms provide you with real, hard data that can be used to narrow your marketing approach.
- Making your audience act.
Alongside a lead form, you should motivate your audience to do something, whether it’s sharing your campaign or making a purchase with your company. Known as a call-to-action, these are direct asks of your audience intended to lead them to action, whatever that motivator may be.
This is a crucial means of guaranteeing campaign success as a marketer, as it allows your company to influence your audience—you’re not going to ask them outright to complete your campaign goals and purchase a product, but you can put a seed in their head—an action—which can lead to such decisions; ones that feel as if they are being made on their own accord.
- Tracking your marketing campaign.
The ways that your company can track your marketing campaigns are vast, meaning that you have an endless supply of tools available to understand how your campaign is performing and what your customers are looking for. Here is a comprehensive list of the types of data your business can collect to understand the effectiveness of your existing marketing strategies:
- Conversion rate
- Cost per-conversion
- Click-through rate
- Passive engagements
- Active engagements
- Email metrics
- Click-through rate
- Follow-up email open rate
- The average revenue per conversion
- SEO metrics
- Time on page
- Page scroll depth
All of these metrics aren’t even the total list, either. There are many metrics available to you as a market, but part of the battle is knowing which metrics are best at helping you understand your business and identify areas of your marketing strategy that could be improved for future success.
What Should You Do with This Data?
The data and metrics you collect about your business’s marketing campaigns are meant to be used for internal analysis. Alone, data has no value. That comes when this data is put into context and used to assess the effectiveness of your marketing campaigns. When utilized, they provide clarity to how well your marketing strategies are performing, from content created to audience engagement.
This campaign data can be used beyond just your campaign goals too. This information, when utilized in other marketing avenues, can be applied to help you find effective ways your overall marketing efforts can be expanded, whether by increasing social engagement activities or providing more specialized content drafted with specific customers in mind.
With this data in hand, you can effectively help your business market itself to its intended audience, creating campaigns that promote success by garnering engagement, conversions, and long-term customers.