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Everyone wants and expects results from their advertising. All too often however, business owners label advertising as a “necessary evil” - typically because they don’t know whether or not it’s achieving results. We’ve assembled a checklist of 8 important points of discussion you should consider before, during and after a campaign to make sure your marketing achieves the results you intend.
Each point in this checklist provides a framework for making sure your campaign is designed to succeed prior to launching it. These points should be an ongoing topic of discussion with your marketing consultant as the campaign progresses to make sure it stays on target. Then, once the campaign concludes, evaluate results and have an honest conversation about what didn’t work and why. Here is Director of Sales Carrie Berkbuegler with a detailed conversation about each of the 8 points in the checklist:
When evaluating the ROI of your marketing campaigns, it’s essential to consider both quantitative and qualitative metrics. Start by analyzing direct financial returns, such as revenue generated from specific campaigns compared to the cost invested. This provides a clear picture of your immediate financial performance. However, don’t overlook the importance of brand awareness and customer engagement. These factors, although harder to quantify, significantly impact long-term success. Use metrics like social media interactions, website traffic, and lead generation to gauge these elements.
Additionally, ensure you’re tracking the right KPIs that align with your business goals. Regularly reviewing and adjusting these KPIs ensures that your campaigns remain relevant and effective in a dynamic market. It’s also crucial to compare your results against industry benchmarks to understand where you stand relative to competitors. Lastly, consider the lifetime value of customers acquired through your campaigns. This long-term view helps you assess the true effectiveness of your marketing efforts beyond just the initial conversion.
By having a plan prior to placing your campaign, you increase the odds that your advertising will be successful. We understand that it’s an investment...one that should generate ROI if done properly. But like anything, careful planning makes for better results.
If you have any questions or would like to go over this list in more detail with one of our professional marketers, contact us for a free 20-minute consultation. We’d be happy to help.
