• Laura McAllister

Why reviewing your marketing performance should be at the top of your priority list for 2021



Good digital marketing isn't just about creating good content, you need to review your performance and see where improvements can be made. The only way to continue to grow and evolve, is to constantly improve and optimise your marketing strategies. In order to ensure your new strategies deliver better results than previous ones, it is important to know what works, and more importantly what doesn't work!


For example if you started an email marketing campaign, to promote a new product, and people are not opening those emails, then you need to make some changes to the campaign, to ensure your objectives are achieved. Implementing A/B tests are a great way to measure your email campaigns, and always ensure to check the analytics of your blog posts.


Are you spending your marketing budget wisely?


The harsh truth is that if you’re not getting the results you need, or if you can’t demonstrate the value of your marketing work, it can lead to a slash in your marketing budget. In order to avoid that (and even get a budget increase!), you need to demonstrate the value of your work. In other words, you need to prove the ROI of your marketing campaigns and how that ties into the overall business revenue. Have you a clear digital roadmap in place, outlining your budget and goals?


Optimise your marketing strategies for better results.


When you understand what works and what doesn’t work by consistently evaluating your results and performance, you can optimise your strategies as you go along, for better results. This is particularly useful for social media strategies, advertising campaigns, email marketing, and conversion optimisation. In order to optimise these strategies, make sure to always monitor your results to see what can be improved.


This way, your campaigns will perform better and you’ll reach your marketing objectives faster and even more importantly: prove the ROI of your campaigns.


Prove your marketing ROI


Every time you develop a new marketing campaign, there should be an objective behind it: whether it’s boosting brand awareness or generating more leads or sales, or any other marketing objective you might have. What’s more, you also need to establish clear KPIs that will allow you to evaluate the success of these objectives.


This is so that you can ultimately prove the return on investment that your marketing campaigns bring. With some types of marketing strategies, it can be difficult to prove ROI – particularly when it comes to social media marketing and some types of content marketing campaigns (business blogs, guest blogging campaigns and so on). However, it’s still important that you prove the value of these campaigns and how they tie in with revenue.


Conclusion


The marketing world is dynamic and the digital landscape is ever-changing. This is why it is critical your business stays up to date with new developments in the industry. Make sure to keep an eye on your analytics and insights,and keep up to date with industry trends. So whether you're focused on SEO, social media, content marketing, video marketing, lead generation, email marketing or marketing technology, there are lots of websites available to help you keep up with industry trends e.g. https://blog.hubspot.com; https://blog.adobe.com

As you can see, there are numerous and very important reasons why reviewing marketing performance is important. The truth is, it’s becoming increasingly important to do so in 2021. As the competition is so fierce online, you need to consistently search for ways to improve and optimise your marketing strategies and the only way to do that, is through data that helps you understand what works and what doesn’t. To help you monitor your digital channels, there are management dashboards available to help you monitor all your stats from across various channels.


Get in touch with me today to discuss your marketing strategy for 2021.


laura@lkmarketing.ie




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