Do You Know the Value of Your Marketing Campaigns?

As an account manager, I am often asked to show that the campaigns we are running are providing value to the client. But what is value? How is that value tracked and how can we show improvement?

Well, it is exactly down to that, what is value to YOU and YOUR BUSINESS?

Every single client I look after has a different objective, a different metric that are tracking us against and it that which helps us to shape their marketing strategy. For some metrics, a SEO campaign would work best, for others a PPC campaign with close management is required, and the list goes on.

Some of the metrics we are currently working towards include:

Quarterly growth in genuine web form enquiries
Year on Year growth in relevant organic traffic
Quarterly improvements in ROI from marketing spend
Increased value of web enquiries year on year.

But, within these, some clients have very specific value targets such as growth within one product range, more enquiries for x product and much more. As a result, tracking and monitoring the TRUE value of your campaign is vital.

So How?

“Data is King.” Yep, the more data you have, and the more you can track it the better. Crucially however is that you have it in a central location and can correlate campaign back to it. It is also advisable to know your current run rate before beginning a new campaign, otherwise how would you know if it is working.

Honesty

There is a lot of honesty involved in finding to true value of campaigns. Whilst systems can be put in place to track web from submissions, direct emails or telephone also requires work client side to source the true value. When those are added in to the webform submissions, values added to and conversions worked out, the real picture of the success of the campaign bears fruit.

Other Metrics

Along with the key metrics you may want to see, other metrics help along the way. For an SEO campaign that is being sued to drive web enquiries, other metrics can include growth in page traffic, increased search visibility, total organic session improvements and more. These can help shape the campaign fulfilment and might be an indication of positive improvements before you see the true returns in enquiry or revenue value.

So Do You Know?

If you do not know how to measure the value, take a step back and look to see what the overall aim is and how you can track that success. Once you have that, a simple Excel sheet can be a good way to start tracking.

If you would like some advice on how we use our own software to track client performance, please get in touch and we can show you how to effectively evaluate your digital marketing campaigns.

Contact us today to discuss how you could improve your marketing campaign!