Smart digital marketing is about more than great writing, eye-catching visuals, and efficient budgeting. The beauty of digital marketing campaigns is that you’re able to track your marketing efforts.
You can see who’s engaged with each campaign and when and where they clicked. You can measure conversions and follow individual consumers through each interaction with your brand. You can identify patterns in campaigns, finding bottlenecks where things aren’t working or pinpointing messaging that resonates with your audience.
If you’re not already tracking your marketing efforts, 2020 is the year to start. And while we’re highlighting what you need to know in marketing for 2020, we couldn’t leave out such an important part: Tracking it all. Use these tips for tracking your marketing, and watch your digital marketing efforts grow sharper and stronger.
Start with Goal-Setting at Both the Team & Campaign Levels
The first step to tracking your marketing and measuring success is setting goals. If you don’t know what you’re hoping to accomplish, then any data you collect on your efforts is nothing more than a jumble of meaningless numbers.
Start with broad goals for your overall marketing efforts. These should be tied in with bigger company goals, like annual revenue targets. Goals like, “We want to bring the sales team X number of qualified leads each month,” are a great place to start.
In addition to these big, department- and company-wide goals, you should have a specific goal for every campaign you create throughout the year. And when I say specific, I mean something unique to that campaign, narrow in scope, and measurable.
Let’s say you want to create a Facebook ad campaign designed to raise awareness about your newsletter and generate signups. Your goal, then, might be to grow your mailing list by a specific percentage.
From there, you can identify the metrics that allow you to measure success. In this case, the metrics you’d want to watch are clickthrough rate on the ad itself and conversion rate on signups for your newsletter.
Use a Tool to Track Interactions
Once you know where you want to go, you need a system in place to map your journey towards those goals. That’s where a customer relationship management (CRM) tool comes in. A CRM is designed to unify all of your customer data, bringing information from your email campaigns, website analytics, social media profiles, and more together under one digital roof.
The CRM allows you to track all interactions on a customer-by-customer (or prospect-by-prospect) basis. You can see when someone visited your website, how often they checked out your site and social media pages before making a purchase, and how frequently they opened your emails.
The major benefit of a CRM is that it allows marketers to understand the customer journey more deeply. With dozens of ways an individual can interact with your brand, the journey from prospect to repeat customer is far from a straight line.
Knowing where your best customers come from, how and where they choose to connect with your business, and what works (or doesn’t) in those interactions can help you not only speak to existing customers more effectively but design better campaigns to bring new customers into the fold.
Track Offline Interactions, Too
Sometimes we’re so focused on digital marketing that we forget about the real world. But what happens offline can still affect our digital marketing efforts and our bottom line, so it’s important to keep an eye on offline interactions as well.
Tracking foot traffic in your stores, calls into your business, and the success of print ads are just as important as knowing what’s happening on search engines, social media, and your website. That’s why you can’t forget about offline tracking tools.
There are call tracking systems that allow businesses to create unique phone numbers for individual print ads or online campaigns. That way, any calls coming into that number can be directly associated with that specific ad.
Marketers often take a similar approach in creating offer codes affiliated with a certain advertising campaign. If someone makes a purchase using that code, you know exactly how they came to find your business. You can also upload any offline behavior tracking into your CRM system, allowing you to get a complete picture of each consumer’s actions.
Use AI & Marketing Automation to Help You Get it Done
Once you’ve started to track your marketing, you want to harness that data to help you build smarter, more effective campaigns going forward. AI can identify patterns in that customer behavior data. With this information in hand, you can begin to create customer personas”composite sketches of the handful of types of people who patronize your business.
With your buyer personas in hand, you can then segment your CRM customer list, grouping like-minded customers together and targeting them as a unit with the kind of messaging that’s most likely to appeal to their wants and needs.
Plus, with marketing automation, you can further personalize each customer’s experience, making sure they’re seeing only the most relevant messaging. For example, if someone makes a purchase, your marketing automation tool can then trigger a series of emails to send. The emails can provide them with tips and tricks to get the most out of their latest purchase and then go in for the cross-sell by suggesting related products.
One of the major benefits of digital marketing is that you can track your marketing efforts. Understanding how each campaign performs clues you into what resonates with your customers and what they could do without.
From there, you can craft future campaigns that look like your most successful past efforts and avoid marketing missteps. All of this tracking means that your marketing will eventually grow more impactful (and help you generate more revenue).
If you’re looking for help in crafting and tracking great marketing campaigns, check out our solutions.