Business Strategy & Development, Digital Marketing
Your campaign launched, that’s great! Now, let’s look for ways to make it even better.
Postali uses hard data to constantly improve campaigns. We see the demographics of your engaged users, the time visitors spend on a page, and even the type of device (desktop, mobile or tablet) they are using to learn about your firm.
This gives us incredible insight into the campaign’s effectiveness, along with the ability to discover new or missed opportunities.
In Part 6 of The Postali Way, we’ll walk you through how we Analyze the outcome and bring everything into focus.
Goals vs Results
In the early stages, we set goals for your firm. And now that we have had some time to execute your customized marketing strategies, we can gather data from various sources, revisit your objectives, and determine what was a success and what could use some improvement.
Some examples of the goals we may set include:
- Increasing the number of client leads from your website by 20%
- Ranking in the top 5 of local search results on Google
- Obtaining a paid ad conversion rate of 30% through PPC
How do we know if these goals were met? Some are obvious (like search result rankings), while others depend on accurate data tracking.
After your goals are set, we use various analytics tools to collect information. A few of these resources are:
After aggregating the data from these tools, we can use the information to establish trends and benchmarks, eventually comparing the results to your previous marketing performance. We can also use this data to further examine your goals and identify opportunities. Were the goals realistic? Did we exponentially exceed it and need to aim higher? With a detailed summary, we will clearly outline how Postali measured up and where you can go.
Examine Your Audience
Our data tools define exactly who is engaging with a marketing campaign and when is the best time to reach them. We scrutinize audience metrics to better understand your firm’s active market. This lets us narrow in on the who, what, where, and why.
- Who: The metrics we compile show us details like the age, gender and interest of your users. We can also see new versus repeat traffic, and distinctions like what type of mobile phone they use (Android, Apple, Galaxy).
- What: As we analyze your audience, we can see what content was more appealing and eventually led to a conversion. We can also gain insight into what’s gaining traction. For example, was your blog, Facebook page, or organic search bringing in the most leads?
- Where: We typically geofence our efforts to reach your clients. Think of this as a virtual perimeter around your firm. With this approach, there is always something to learn about the location of your leads. Perhaps family members are reaching out on someone else’s behalf, or you live in a dense snowbird community with a wider audience than expected.
- Why: With certain efforts, we can see the exact search query or question that brought them to your content. This reveals your clients’ pain points and why they need your services.
According to Sprout Social, 64% of consumers want brands to connect with them, and Cube concluded that 52% of consumers expect brands to know the right moments to make that connection. With detailed data, we can help better serve your clients with the content they want, when they need it, and make the connection they expect.
Look for New Opportunities
We take the good with the not-so-good and turn analytics into a roadmap for the future.
Find the Patterns
As we dig deeper into the data, we should begin to see patterns in the channels that are most effective. These serve as a great foundation to build your next campaign. Perhaps with a narrower focus and supporting data, we can dedicate more energy to strategic initiatives.
There is Still A Lot to Gain
If “Campaign A” performed drastically better than “Campaign B”, we can identify the key differentiators. From there, we’ll find what your clients are NOT connecting with and adjust. This is just as important as knowing what they DO want, and we can tailor our content to fit both.
Ultimately, the more metrics we have to Analyze, the more effective your strategies become. While marketing plans differ from firm to firm, a few key performance indicators (KPIs) we study are:
- Number of leads
- Organic Site Traffic
- Local Search Visibility
- Cost per lead
- Lead to client conversion rate
- Revenue attached to the effort, or return on investment (ROI)
Maintain Forward Momentum
Analyzing the results can be the launchpad for your next campaign. Marketing is constantly evolving, and the only way to gain ground is to learn and keep moving.
Once we have a full scope of the campaign outcome, and where we still want to go, we will communicate the results, and offer future recommendations. Be sure to continue reading our series, and in Part 7 of The Postali Way, you’ll learn how Communication with your marketing agency is key.
You deserve an agency that Analyzes your campaign with the same attention to detail that you will. Call Postali today!
Not sure where to begin?
Get started with a marketing audit.