Are you doing it right? How do you know?
Chart the route to success
You are about to embark on a marketing campaign, aimed at winning new clients and business. You’ve decided on your strategy and which channels you will use, you’ve worked out the budget and have your team aligned and raring to go. Last time you did a similar project you got all the metrics at the end and relied on reporting after the event, so at least have some idea of what sort of return on investment to expect this time. But it would have been so much better if you had measured what you were doing from the start – that is how you can influence the end result along the way; that is how you can maximise your chances of success. The only route to finding out how well your campaign is going from day to day is by measuring from the start and reporting results that you can use – at the time, and as lessons learnt.
For so many of us, statistics aren’t sexy. It’s easier to think about measurement once the more interesting, creative, dynamic stuff is out of the way. But with Google analytics and commercially available software available, it should now be much more straightforward and accessible. Getting accurate information and reporting results is key to maximising your success throughout the project – after all, how do you know what is going well? Want to know exactly how you are doing this week, one month in, two months in… measurement will tell you, now! That way you can focus on doing more of what is going well, what is truly reaching potential clients.
Drilling down to the truth
There is a stark reason for measuring what you do: return on investment. Only by measuring can you assess that. Measurement can also show you what has proven to work well, and so you can do the same again; it can also demonstrate that this time, you need to do it differently or do it better. But if you are participating in client-centric marketing and truly focusing on what you are doing, you need to measure the right things in the right way, and report the results along the way.
For any campaign or project, metrics and measurements throughout are essential – not only to check you have achieved your objectives, but also so you can maximise your success along the way and optimise what you do: at the time and next time round. It is no good leaving it all to the end – measurement is important from the moment the project launches, and should be continuous throughout its life. It is quite easy to measure activity, but harder to report results and undertake the analysis that will get to the ‘truth’ of what you are doing.
For instance, it might be that a client goes ‘googling’ about a problem to see what is out there, clicks on the link to your website, decides you are the best person to help fulfil their needs and fires off an email to you. Bingo! But in reality that is unlikely (and if you site works that well, do you need to bother with other channels?). Even though your metrics might initially show that is what happened, your new client will not have relied on just such a simple method. Has your social media campaign reached that client so they are aware of you? How did they first hear of you? Did you attend the same industry event, so they know about your expertise? Have you commented online to something they have posted or heard good things about you, so have built a perception of you as someone significant in the industry? The answer is most likely that you touched the client in a number of ways through your work in positioning yourself and your business. And it worked – the client recognised your name while online and that combined with your campaign brought them to you. Not just a simple couple of clicks on your site.
Start as you mean to go on
Create the right metrics from the start of a campaign: that way, if things are going awry you will soon know it. And it is easy to waste time and resources fixing any failures. Optimisation is the key – do more of what you do well and chase success. Only by measuring can you be sure why what you are doing is successful – and by measuring the right things at the right time, and the right level of granularity. That way you can optimise what you are doing in both the long and the short term. If those adverts are working well, keep on with them. If they bring you nothing, drop them. That industry event you have organised – if your target clients have said they will be there, that is great. But if you only seem to have your B-list in attendance, another route might work better. If you want to increase awareness of what you do, don’t mistake quantity of press releases issued as a sign of it going well; what counts is column inches, web coverage and tweets. Whatever you do, get to the real evidence.
Don’t get carried away and measure every thing you do; a focused, structured approach to metrics is much better. Too much data gets in the way and obscures the view – targeted measurement is what is required and will guide what you should do next.
The benefit of using digital marketing among your campaign tools is that you can measure interaction and possible opportunities quickly and simply. It is far more measurable than other forms of marketing; it is cheaper and offers real-time reporting. But, as we have seen, you need to get to the relevant measurements, the truth behind the statistics you gather. You can produce lists showing how many visited your site, how much time they spent on it and which pages they viewed – and that is all useful data, from which you can learn how to enhance your site – but what you really need is engagement. How many of those visitors left their details or downloaded your latest insights? That’s what counts. Similarly, if you have developed an app, you might have impressive figures for number of downloads and users. But how much time do people spend on it, and the acid test – how many actually buy something from it? You need to look behind the headline figures and analyse them. They may illustrate something you are doing has worked and will bring in revenue: it has brought good quality clients into your orbit.
And that return on investment for you campaign? Metrics will reveal how you are doing at every stage, and your ultimate ROI. Looking at the data will show you how well various elements have worked, how much they cost, even possibly how you can do them cheaper next time round. Such useful lessons to have learned.
A guiding hand
The experience Gelst has gained working with clients on numerous complex marketing campaigns means we can apply the lessons learned from those, and make measurement work for your benefit. We can help your marketing team at every step of the campaign utilising the metrics; and can probably use the software you already have and are familiar with. Not only that, we can guide the team as to what they should be looking for, and help them analyse and make sense of that data.
So the next step is to help them select what to measure for success and to implement it. Metrics are important, but you still need a sense of proportion. You need to put the right amount of effort into measuring what you are doing, relative to the objectives of the project or campaign.
We follow a dynamic approach so that you can assess just how well you are doing along the journey, at every step, and see the eventual results of your actions – to make sure you are on course to meet your objectives. And as that will also reveal what is not going well, then you can stop or take a more effective course. We also draw on the insights uncovered from measurement to make sure the next turn you take, the next thing you do, is the right one
Another benefit of letting us help you? We will use metrics to help you identify the high-value clients and opportunities worth chasing in the first place. It’s surprising how often an ‘outsider’ can quickly spot something you have overlooked, something important you have not focussed on.
Done properly, measuring what you do is in the right way illuminates the route to your goals. It’s an approach that helps you maximise your chances of success, and clearly shows what you have achieved. But the glory will be all yours.
For more information on how we can work together contact us at
INFO@GELST.COM or call us on +44 20 7096 0887