As marketers, we’re always updating and perfecting our campaigns. But, the big question is… what does a successful marketing campaign look like? If you’ve recently completed a campaign and it didn’t go as expected, here are some tips and guides on things to improve on for your next campaign.
Defining Your Target Audience
We all want likes, but when you peel back the layers of your marketing plan, do you have a target audience defined? Here’s a question to ask yourself… can your business take on 100 customers today? Realistically, that might tax your business. Focus on a narrow niche instead. This will help you cater to your specific audience and avoid the possibility of your content falling on “deaf ears” or “blind eyes”.
When starting out, it can be difficult trying to determine exactly who your ideal customer is. Here are some questions we recommend asking when creating your ideal customer goal:
Do they have hobbies?
Where do they live?
What is the age bracket of this customer?
Having these 3 questions answered can increase the potential success for your campaign as you will have a narrowed niche to specifically create content for.
Where to Start Your Marketing Campaign
Now that we’ve explained how to define your target audience, you may be wondering where and how do you actually start your campaign to produce the most success? These four steps are a great way to set yourself up for success when kicking off your campaign:
- Establish goals.
Ask yourself, is this a campaign for branding, increased foot traffic, appointments? Establishing clear goals for what you hope to accomplish from your campaign is important as it will help you to know what platforms and marketing techniques you will use.
- Focus on niche.
Relating back to defining your target audience, you will want to ask, who is the ideal customer for this campaign? As we mentioned, narrowing down your specific audience will allow you to cater to those who will likely produce the best results for your business.
- Set KPI’s
KPI is a just a fancy way of saying metrics and terminology versus spend. It stands for Key Performance Indicators, which are quantifiable measures that help you determine how effective your marketing campaign is.
- Ask for feedback
Asking for feedback is critical before you launch any campaign! It allows an “outside” eye to look at your campaign and provide any pointers, tips, or edits that you may need to make before publicly launching. We can help with this by the way- contact us for our hourly services!
Have a Reference Document
Can you determine success if you don’t have a working document to reference? This document can be referred to as a marketing plan, communications plan, or a one-sheet that all can revisit when working on your marketing.
Inside this communications plan, there should be things like an executive summary, background on your business, information on your business’ industry, the product or service you’re offering, market research, and more. These documents can get pretty lengthy, which is 100% normal. The more information you’re able to encompass in this reference document, the better it will serve you and your team.
Measure Your Goals
After you’ve set your goals and developed your communications plan, it’s time to physically measure these goals using the metrics on each of your platforms.
Key metrics to analyze are impressions, reach, and engagement (Check out our previous blog post for a refresher on what these terms mean!). These numbers will allow you to see exactly how your content is performing in relation to your audience. We like to record this data by finding the averages for a 7-day period to monitor our progress and growth. All social media platforms provide their own version of analytics for users to measure the performance of content.
We also recommend reviewing your website analytics for engagement spikes around social media postings to see what is converting to website traffic. This will help you pivot during the campaign, and properly gauge success once it ends.
Impressions vs. Engagement/ Likes vs. Followers
It’s important to take a look at impressions vs. engagement metrics as they relate to success. We prefer looking at engagement as it’s any interaction a fan has with your social media content that shows they are interested in your post, meaning they may want to support your business!
A good way to increase your engagement rate is to encourage your followers to engage by using an action request. You can ask them to “like this post,” “share to your story,” “tell us in the comments,” etc.
Now that we’ve discussed tracking engagement, we want to encourage you to take a look at your Like Follower Ratio. This metric is based on your average number of likes in relation to your number of followers. It’s common for this ratio to decrease as you gain more followers.
We recommend aiming for a 10% Like Follower Ratio as it’s a good indicator that your social media campaign is a success. This means for accounts with about 1,000 followers, you’re averaging around 100 likes per post, which means 10% of your audience is engaging.
Developing a marketing campaign is one thing, but determining its success and effectiveness is another. It’s crucial to make sure you know how to identify and continue a successful marketing campaign, and these steps should help you do just that!
Defining your target audience, starting your campaign the right way, having a reference document, and measuring your goals are things you should constantly be doing as your business grows. Executing these things will ensure a successful marketing campaign every time!
Need help determining if your current campaign is successful or if your future campaign will be successful? Shoot me an email today at firstname.lastname@example.org to receive feedback or clarification on any of our steps for success!