When to Pull the Plug on a Digital Marketing Campaign
As a digital marketer, you’re sending out social media posts, creating online product demos, cranking out white papers and constantly updating your blog. But it can feel like your efforts are for naught if you’re getting back nothing but crickets.
The key to measuring the success of your digital marketing efforts is data, but it’s vital to also look beyond the raw numbers. Comparing your campaign goals to your results will tell you whether it’s time to switch up your strategy.
Know Your Goals
Compared to the advertising tactics of the past, digital marketing gives you the ability to be very specific about your goals, and target your marketing message to reach those goals. You can develop a Facebook ad that will reach a select age and geographic target, and serve retargeting ads to visitors that have been to your website when they navigate to other websites afterwards. Then, you can see how those ads are converting and which channel they converted from.
Most companies use digital marketing as the primary means of promoting their business.Throughout the duration of a campaign, you can guide your target prospect through each stage of the customer journey –from brand awareness all the way to purchase. Each stage of this journey involves a different type of digital marketing strategy, and each buyer persona requires a different message.
With added targeting capabilities available in digital marketing, it has become increasingly necessary to have a crystal clear understanding of your goals. For example, if you want to increase brand awareness, you may want to achieve a set number of new followers on your social media pages. If conversions are your goal, you may want to achieve a certain number of new purchases or product downloads.
Understand the Timeline of Campaigns
Digital marketing encompasses many platforms and strategies that all work independently of one another and sometimes on different timelines. It’s important to be realistic about how the process typically works before calling it quits. It will take longer for your website traffic to increase after changes to your on-site SEO. Social media campaigns, on the other hand, may have a rapid but short-lived response.
It is possible create realistic expectations for the results of your efforts. This will depend in part on the digital trends of your specific industry, the digital habits of your target consumer, and the work of your competitors. Just as goals are essential to the analysis of your campaign, so is the review of those goals and resulting outcomes in the context of your particular market. Keep in mind that not every digital marketing trend is right for every company.
You will often see the results of a campaign filtering in through a variety of metrics and social engagement scores. Some metrics are easy to measure, such as the number of downloads, followers, website visits and time spent on your pages. However, in-depth evaluation of your results can help you measure whether you should abandon the campaign, tweak it or chalk it up as a success and maybe even recycle it.
The results may be surprising: You may have tapped into a different market that’s interested in your product, or you’ve failed to attract the right type of consumer. You may discover you were getting hits, but an unexpected kind — maybe your advertising sent an entirely different message than you intended. In every case, it’s good to go over what happened.
Ultimately, the success of your digital marketing campaign depends on the nature of your expectations. The process may seem complicated, but it comes down to what you hope to achieve. Different strategies can help you get the same result, but you need to choose the one that’s most consistent with your brand. Ultimately, you should opt for the best path that helps you find and communicate with your customers.
In order to easily evaluate all of your campaigns and content from the past, look at what worked, and what didn’t, try using a Content Marketing Platform like Mintent. It will help you to keep track of all of your buyer personas, campaigns, workflows and analytics. Sign up for our free two-week trial and try it out for yourself!