Why are my digital marketing campaigns failing?
As discussed in our previous blog, businesses from a variety of industries use digital marketing platforms now more than ever to promote themselves. However, a lot of them fall short of meeting their expectations. This could be attributed to insufficient knowledge of digital marketing tools that are used to run promotional campaigns.
Most often, poor results and outcomes stem from a lack of clearly defined goals and objectives. A contributing factor is their inability to effectively monitor their success or failure, where unreasonable or irrelevant KPIs (Key Performance Indicators) only add to disappointing campaigns.
First things first. Establish clear goals and objectives
The first steps before commencing any digital marketing campaign should be to establish clear and quantifiable goals.
Every member of the organisation should be aware of these goals in order to collectively contribute towards its fulfilment. These goals should be categorised into short-term and long-term goals in order to prioritise marketing activities. Furthermore, they should be determined on the basis of the budget that’s allocated to run each of the campaigns.
Every firm should have a clear idea of their target segments while formulating digital marketing strategies. A broad target segment might result in an inflow of traffic with inferior leads, which will have an adverse impact on the success of your campaign. On the other hand, a more targeted approach will provide you with more desirable, specific and measurable results.
How to select the relevant KPIs to rate your campaigns?
It is absolutely crucial to select KPIs that assess factors closely related to your goals and objectives.
This will enable you to make the necessary improvements and adjustments to your campaigns moving forward. Depending on the firm’s marketing activities and its end goals, KPIs could be lead generation, raising awareness, improving Click-Through Rate (CTR) or generating organic conversion. Choosing appropriate and quantifiable metrics provides you with a clear overview of your marketing activities and crucially, their performance. You’re now able to assess the effectiveness of your digital marketing campaigns and confidently chart a future course of action, potentially avoiding a waste of valuable resources!
Great, now give me the most reliable analytics
As mentioned, a digital age brings with it an abundance of relevant tools and platforms that assist you with your specific needs. However, its effectiveness is wholly dependent on the skillset that points it in the right direction. Fortunately, this is an area that our marketing team is quite familiar with (we’ve struggled long enough, on your behalf). These are examples of platforms that are used for various digital marketing tasks:
- Google Analytics and Adobe Marketing Cloud for website analytics,
- HubSpot and Moz for SEO Analytics
- Adobe Social, Hootsuite and Simply Measured for social media campaigns.
- WordPress, Drupal and Joomla for Content Management Systems (CMS)