Good news: You’ve launched marketing campaigns and have seen your revenue increase…. But the two aren’t necessarily connected! And if they are, how? What’s working? What isn’t? Are your assets and your content reaching the right people at the right times? How do you know? 

Gathering data to analyze and optimize your marketing campaign is a science and an art. Without these insights, you cannot accurately, or consistently, determine whether your efforts are bearing fruit. With them… You can achieve enhanced, and sustainable, results. 

How to Analyze and Optimize Your Marketing Campaign 

Step one: Make it a priority. You can uncover actionable information that amplifies your marketing’s effects. 

So, what’s next? 

Gather Data 

The information is there; go get it. You can use software or pull out data from individual platforms, such as Facebook, Instagram, and Google Analytics. Make sure to get enough history to accurately represent your efforts and to get a benchmark against which to measure new goals. 

You should be tracking across your digital assets: 

Website 

• Users 
• Sessions 
• Bounce Rate 
• Traffic Sources 
• Popular Pages 
• Goal Conversions 
• Goal Conversion Rate 

Social Media 

• Reach 
• Engagement 
• Page Followers 
• Video Views/Stats 
• Website Visits Generated via Social Media 

Campaigns 

• Open Rate (for Email) 
• Click-through-Rate 
• Website Visits 

Not sure what these mean or need help understanding why they are important metrics to track? We’ll guide you through it. Start by learning more in 9 Steps to Effective Marketing In the Design and Construction Industry. 

Test 

Have a great campaign with solid content? Great… But what if you’re not getting the engagement you expected? Don’t panic or abandon the campaign immediately. Instead, do some experimenting. Change the copy. Write a more compelling call to action. Switch up the messaging. Swap out a main image. You can even get more granular and do some A/B testing. Does the CTA work better when it’s bold or italicized? Does copy option #1 convert more than option #2? 

You might be surprised at what a few little tweaks can do in terms of engagement. 

Optimize 

Taking the time to dig into the data allows you to see what’s working. From there, you can optimize your campaigns and website to boost results. Obviously, you want to spend more time and resources on what is driving the most engagement and conversions.  

As you know, marketing is a marathon, not a sprint. It takes time to fully optimize your initiatives – so while it’s tempting to jettison anything that’s not bearing fruit, see if you can use the data to define why and refine your techniques. 

Overwhelmed Already? 

We don’t blame you. Marketing… Well, it sucks! It’s complicated and can be incredibly frustrating. Don’t let it overwhelm you. You have the tools to analyze and optimize your marketing campaigns, and we will help you use them for maximum impact. 

Connect with Haven.