As we near the end of the first calendar quarter of the year, it’s time to take a look back and evaluate what has been accomplished between January 1st and now. Have you reached your quarterly marketing goals? Is your sales team happy with the leads that were generated by your campaigns?
If you’re unsure about how to answer these questions, it may be a good time to reevaluate the goals and KPIs that were set at the beginning of the year (or campaign) in order to accurately measure success.
Here are 3 steps you can take to make sure your reporting is aligned with your campaign goals:
Step #1: Identify Your Campaign Goal(s)
Your campaign goal(s) could be a number of things depending on the type of business and specific marketing objectives. Examples goals include:
- Brand Awareness
- Increasing Sales
- Lead Generation
- Targeting a new Segment
- Re-branding
- And more
Step #2: Set a Measurable Objective and Select Your KPIs
For example, the objective of the campaign could be to increase lead generation by 5% this quarter over last quarter. One KPI that may be suitable is Cost per Lead (CPL), or Cost per Acquisition (CPA). However, this KPI will likely not tell you the whole story of the campaign. It is important to weigh the limitations of each KPI in order to come up with a seed-list of relevant metrics to measure.
Step #3: Stick to Your Goals
If you notice that your lead-gen focused campaign is not performing as expected, dive deeper into the relevant data, adjust tactics appropriately, deploy, and analyze. Do not change your goal based on an undesired outcome. Find out what’s working and what isn’t, and continue tweaking your strategy in order to reach the original goal of the campaign.
Choosing an attribution model and the appropriate KPIs to measure should be a fundamental decision made prior to launching any marketing campaign. With the expansion of data and analytics available to Digital Marketers, it can be easy to lose sight of the goals that were established at the beginning of each campaign and get overwhelmed by superfluous data. This is why it’s vital to identify your goals – and stick to them.
If you have any questions, please reach out to the experts at MoreVisibility.
