Measure, Measure, Measure
All kinds of marketing campaigns should be measurable to ascertain what level of attention you receive from your target audience. In doing this you can measure how effective your campaign is and if it is working as you intended.
A full colour advertisement can look amazing, however do you know how many people have taken action on the advert and do you know what return there is on your investment (ROI)?
At BDP, we are a great believer in measuring all forms of campaigns. Blanket brand building exercises should be left to large corporations such as Coca Cola, McDonalds or Tesco’s and even then, everything is measured to the very last detail.
The most important area is to ensure that you receive a return on your marketing campaign. This may not necessarily be financial; it could be a returned voucher, a website visit / signup or a telephone enquiry. You can then start to build trust with your target audience over a period of time, and this will give you an excellent way to measure your campaigns. If you are not receiving a return in any way, then you should change up your marketing campaign to maybe target a more specific audience or change the methods you use.
Below we have made a list of a few ways that you can measure the effectiveness of your marketing campaign.
Online – marketing online is easy to measure with excellent ‘email service providers’ available and affiliate networks, it is possible to track who reads your campaigns, who takes action and you can then determine who to follow-up. You could follow up on people by sending them more emails. You could also follow up by sending them other forms of marketing to further their interest in your product or service.
Website Traffic – use an analytics package or look at your daily / weekly website logs to track if your website visits have increased. Many customers will visit a website briefly and then visit again at a more convenient time. Doing this will allow you to find out who is coming back to your site and will give you an idea of if they are interested in your service or product. It will also give you a good idea of how your campaign is doing.
Offline – Include a coupon which people can redeem, or a small discount. Use magazine response cards where a customer can complete their details for further information. Remember, if you are running more than one campaign, you will need to add a code to each to measure which was most successful. Using this method could also show you if your campaign is getting around via word of mouth as well.
Telephone – Setup a dedicated phone line, many can be found online free of charge. Have these redirected to your main telephone number and you can then track the calls through their login system. This way you can find out how many different people are calling and who is a repeat caller. Doing this allows you to see how many people are interested in your product and are possibly phoning up in order to get more information.
Don’t forget in addition; always ask customers how they heard about your business as this can also let you know which methods of marketing are working the best.
Overall in order to track your campaign efficiently you want to use all the channels you can to learn about what part of your campaign is the most effective and which ones are not. From this you can tweak your campaign in order to receive better results and in turn sell your product or service.
Here at BDP we can help you to contact your target market customers with our up-to-date data, call us on 0333 200 1860 or email us at [email protected] for more details and to find out extra advice on how to start your marketing campaigns.