Every day brands carry out countless online campaigns aimed at achieving various objectives of your marketing strategy.
Online campaigns can be very useful, but you have to know "read" well the data they generate, which is not little, and knowing how to draw conclusions from them that allow us to modify our strategy and most importantly, know if we are doing things right or if we should remove, add or modify some element of our marketing plan.
But before we launch into creating our campaign, there are some Previous steps that we should not ignore.
The objectives
First of all, we must identify our objectives and set some goals that we intend to achieve with our campaign. What we want to achieve with the marketing campaign:
- Do we want to get leads?.
- Increase the sales.
- Obtain information about our clients (their consumption habits, if they give importance to price, where and how often they buy our product, etc.).
- Get followers for our brand and grow our community on social networks.
- Know if our activity on social networks is effective or requires some change.
Whatever the objective set, we must establish it clearly. Without a clear goal and defined, we will not know what to measure when we start to obtain results in our campaigns and we will be wasting time and money.
The objectives are the most important as we have just seen, but we must always be alert to be able to react when we have met them to add new objectives and to review our strategy in case we detect a relevant deviation in our objectives.
Another very important factor when designing our marketing campaign is, as we have already mentioned in other posts, to identify our customer very well. target.
make a good segmentation of the audience to which our campaign is going to be directed will bring us closer to success than if we launched a “crazy” message without adequate segmentation.
The data
Both the main platforms of social networks like Google have free tools data measurement which will be very useful for us to prepare our monthly reports on the impact of our campaigns and draw our conclusions from them. The ideal is to collect this data weekly to, once a month, present the global results.
But be careful with the data. Not all of them are going to be useful to us nor do we need to measure absolutely everything. The information that the platforms provide us is very extensive and we must select what we need depending on the objective we want to measure.
So for example if we want to know the traffic that direct our social networks to our website, Google Analytics (the Google tool) will provide us with this data.
What to measure?
But if our goal was, for example, to grow our followers on Facebook we would need to measure:
- The data of the total "I like it" received during the campaign and compare them with those obtained in a previous stage.
- How many new “likes” and How many “I don't like it”.
- How many organic “likes” we have obtained and how many paid and compare them.
- And the origin from those "I like it".
Social networks also provide us with data about the scope of our publications, which allows us to know how many people we are reaching and how. It allows us to know the interaction with our publications, the reactions they have caused (comments, shares, saved) and much more.
Fortunately we have the necessary tools to measure absolutely everything we need to measure. Each of our publications on networks and online marketing campaigns will provide us with the necessary data to know if we are on the right track or should we modify our strategy to achieve the objectives we have set for ourselves. That is why data is so important and we must make the most of it.
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