Launching a digital marketing campaign takes time and effort. It also requires creativity. However, it’s not enough to post something on social media or guest posting on a blog. The next step is more vital – tracking of digital marketing campaign success. Some strategies are effective, while others aren’t. These are the reasons why tracking marketing successes using web analytics tools plays a crucial role.
You can determine if the previous strategies worked
Advertising analytics will tell if previous campaigns worked. If more people clicked the ads or decided to buy the products and services, it’s an excellent sign. If effective, you can reuse these strategies. You will also know who among the target audience responded well.
You can identify potential changes
If the metrics tell a terrible picture regarding the campaign, you can decide what changes to make. For instance, if your search engine optimization strategies are doing poorly, you can replace them. Perhaps your email marketing is no longer proving fruitful. If you want to stick to it, you have to craft a different message, or learn how to use your data for more targeted emails.
If you paid for a spot on top of search engines, the failure to boost traffic might be due to a poor ad copy. You have to change the headlines and make the content more appealing. Understanding the data and pursuing changes won’t guarantee success, but they’re a step in the right direction.
You can determine the level of engagement
Social media is an excellent platform on which to advertise. People use social media accounts for professional and entertainment purposes every single day. The best part about this platform is it offers business owners an opportunity to interact with the customers; even luxury brands are working to balance relatability with exclusivity via social media, due primarily to the incredibly high potential for a strong ROI on these platforms.
If the engagement level is high, it’s a positive sign. It means that more people viewed the post, left a comment, or shared it with their accounts. Sending direct messages for inquiries is also a good thing. The lack of interaction requires the business to think of better messages or posts at the right time.
Allocate resources appropriately
Advertising online is generally free, but it also comes with a cost in some instances. It also requires the business to determine who will work on certain ads. With a clear understanding of the metrics, the company can decide how to allocate resources appropriately. From labor to finances, the proper allocation is crucial. It goes beyond the marketing department of the company.
The business might make false conclusions
It’s easy to conclude that the company’s advertising tactics are heading in the right direction even if they’re not. Seeing an increase in Facebook comments might signal success, but it doesn’t reveal the complete picture. Other metrics are a better way of gauging how well the company does. You will also avoid being too complacent just because you feel like you’re doing well. You know that online marketing campaign successes are temporary, and anything can change. For instance, reaching the first page of search engines doesn’t mean everything stays the same. Someone else can do a better job the next day.
The point is that you should track these metrics before making conclusions.