By Mathew Love
Here’s the scenario; you and your team spend weeks putting together a digital content marketing campaign. You find an insight, create a campaign plan, find the budget, flesh out the content and resources you need, you come up with a quirky hashtag and sleek design, and off it goes. However, most marketing and content agency teams don’t finalize or get sign off from everyone on a campaign feedback mechanism as part of the plan—which is often the most vital tool when assembling your arsenal of campaign weapons.
Another few weeks go by, and you discover that the campaign isn’t quite getting the traction you’d hoped for in the market. No virality, no earned media, and fingers start pointing as to why the content isn’t performing as intended. What went wrong? Why did you and your team miss the target? Did you have a target to start with?
This and a whole lot more could have been predetermined and solved by having an appropriate content campaign feedback mechanism in place to guide your strategy and keep it on course. If you’re not following what we’re talking about, then this blog post is written specifically for you:
As discussed in a previous blog, 5 ways internal feedback can make your marketing team more agile, there are certain internal feedback steps that you can take that will help your marketing department run more agile. The rapid pace of creation and refinement of content marketing requires this type of agile approach, especially if you want to keep the quality high and mistakes minimum. Putting this type of plan in place will give you an edge over your competition while ensuring that the execution runs efficiently and that you have the necessary processes in place to smoothly get your campaign up and running.
Putting together your feedback process will be your secret weapon—making sure your campaign is ready to launch to market and that it’s honed-in on your target. Again, if you need to catch up, you can read that blog here.
So, your campaign has been launched and you’ve gone through the necessary internal feedback steps to ensure that it’s focussed on achieving your set goals. That’s the first part of campaign feedback checked off, and you’re already halfway to success by getting that right. Now comes the second (and probably just as important) part of establishing a thorough and ongoing campaign feedback mechanism.
This means regularly gathering feedback on how your campaign is doing in the market and then tweaking it appropriately—if need be. Although we took a more qualitative approach when conducting internal feedback, we will now be using some very basic analytics/quantitative metrics to help you leap even further ahead. Here are a few examples of what you can look out for, most of which are provided free of charge from your web analytics, social media, and email management systems:
Track your website content
Study the effectiveness of what you place on your website, whether that is blog posts, videos or interactive content. You can do this by setting up Google Analytics on a particular page and measuring the key aspects of how people are interacting with your content.
This is one of the key aspects mentioned above that you should be measuring. It tells you how many viewers of your content are following through with the steps you want them to take, and how many are dropping off without doing anything. Keeping the bounce rate below 50% is a good start and may also help your content rise in organic search rankings because it is an indicator of engaging content.
Another key metric that you can gather from Google Analytics, lead conversion, looks at the number of people who follow through on your campaign and become a prospect for you to offer your product or service to. Conversions could easily be set up as “newsletter registrations, contact form requests or job applications.
You can easily check out how your social media efforts are measuring up on the native analytics platforms available through the various social media channels. Engagement is a big metric to look out for here, as well as impressions. If you have an embedded social media plug in on your website, or you are distributing your content directly via social channels, you’ll also want to check your “Share Count” and “share to like” ratio.
If email is a key component of your distribution strategy for your content marketing, you’ll want to keep track of a few more email related metrics. It’s one thing sending out hundreds or thousands of emails, but another thing having the readers open them and digest the content. Keep tabs on your email marketing efforts by paying particular attention to the email open rate, click rate and click to engagement rates—and adjusting the subject line or other variables if necessary.
By having the right campaign feedback mechanisms in place (before, during and post launch), you’ll have the tools you need to track and monitor your efforts and make sure they’re always heading in the right direction.
Let’s face it, there’s nothing worse than spending all your team’s time putting together a campaign, only for it to miss the mark. This secret weapon helps prevent that.