Results-driven marketing. The term may seem a bit odd at first. After all, isn’t everything we do in business driven towards results? This may be true, but many companies struggle to fully ascertain whether their marketing is either successful or profitable. This is why so many organizations outsource their marketing to specialist digital agencies. They know exactly how to measure and monetise successful marketing. As a digital agency whose services revolve around performance indicators and successful partnerships, we’d like to offer some advice on ensuring your results-driven marketing campaign is a success:
- Research Thoroughly – Research is necessary, not just for your client’s industry, but for the client themselves. What are they looking for? How is this campaign going to benefit them long-term? Listen to what they want, and create a solution from your range of services. It could be to create buzz around a new product. Their goal might be more brand prominence. Perhaps they want one-off visits to their site. Or they may prefer more regular engagement.
As they are enlisting your specialist services, your client may have struggled in the past managing its marketing in-house. What went wrong with previous campaigns? If their campaigns have been successful, what strengths can you build on? Knowing a campaign’s previous performance can provide a benchmark to measure your achievements.
- Use Analytics – Google and Bing Analytics will show you which of your client’s webpages receive the most traffic, where this traffic comes from, and even what other interests their audience have. You can also track purchases, submissions of user information, and how long users spend on a site.
Analytics will make it easier to chart your progression, and satisfy your client by guaranteeing a return on investment. Deciding how to measure your results will usually come from using common sense. For instance, a marketing campaign based on increasing sales will be measured in terms of revenue. If your client is looking for regular engagement, subscriptions to an online newsletter is a concrete indicator of success. Analytics are a powerful resource for marketers when used to their full potential. For social media marketing, you can also measure engagement through Twitter and Facebook Analytics.
- Personalise your Campaign – Now more than ever people are looking to form a personal relationship with brands. Also, people are now producing unprecedented amounts of data about their browsing and spending habits. Find out as much about your audience as possible and you can create a campaign that engages each individual on a personal level.
The results your client wants will determine the marketing strategy. For instance, a social media marketing campaign will expose your client to a large audience. A content-driven campaign endows your client with a sense of authority over their product or service. If they’re looking to increase web traffic, this can be accomplished with a well-crafted SEO or PPC campaign.
- Report Regularly – Regular reporting assures your client that you’re on top of things, and also shows you any causes for concern. The regularity of your reporting depends entirely on your client’s wishes and the scale of your campaign.
Make sure your reports use all the lessons in this blog. Reports should reflect your understanding of the client’s goals, with Analytics providing evidence of your progress. If you’ve personalised the campaign, your reports should reflect this. Make sure your regular reports tell the client how you’re helping them achieve their goals.
At GML, our approach to marketing combines data-driven methods with industry expertise, with consistent reporting and measurable results. As well as this, our performance-based agency fee model means we are only remunerated when we achieve the results set at the start of our campaign. Visit GML Marketing to find out more about our range of services, including SEO, PPC, social media and more!