Marketing isn’t easy, is it?
Just as you think you have cracked the content planning, audience research, writing, designing and posting, you then have to start reviewing it. But this is an extremely important, insightful and rewarding process..
If campaign analysis isn’t carried out then how do you know what works and what does work? What channels to invest in? What content does your audience engage with?
Reviewing your marketing activity is essential for assessing the effectiveness of your campaigns, making data-driven decisions, and improving your future marketing efforts.
Here’s a step-by-step guide on how to review your marketing activity effectively:
1. Gather Key Stakeholders
Assemble all relevant team members, including marketing professionals, data analysts, and decision-makers, to participate in the review process.
Ensure everyone understands the original campaign objectives, strategy, and tactics.
2. Define Campaign Objectives and KPIs
Clearly state the campaign’s objectives and key performance indicators (KPIs) from the outset. Make sure everyone involved understands what success looks like for the campaign.
3. Review All Marketing Activities
Examine each element of your campaign in detail. This includes all marketing channels, such as social media, email marketing, content marketing, paid advertising, etc.
Evaluate individual posts, ads, emails, or content pieces.
Analyse the day and time of posting to identify the most effective timing for engagement.
Use analytics tools to assess engagement levels (likes, shares, comments, clicks, etc.).
Identify what elements of the campaign were successful and where challenges or opportunities arose.
4. Break Down Results by Media Channels
Provide a comprehensive breakdown of how each media channel performed.
Include data on reach, engagement, conversion rates, and any other relevant metrics for each channel.
Compare the performance of different channels to determine which ones were most effective.
5. Analyse Audience Response
Examine how your target audience responded to various activities and content.
Identify trends, preferences, and any notable patterns in audience behaviour.
Use this information to tailor future campaigns to better resonate with your audience.
6. Assess Campaign Effectiveness vs. Objectives
Compare the actual results of the campaign to the initially defined objectives and KPIs.
Determine whether the campaign achieved its intended goals.
Analyse the gap between expected and actual outcomes and identify reasons for any shortfalls.
7. Share Key Learnings
Communicate the findings and insights from the review with all relevant stakeholders.
Document success stories, content themes that resonated well with the audience, and lessons learned.
Use this knowledge to inform future marketing strategies and campaigns.
8. Data-Driven Strategies and Tactics
Develop data-driven strategies and tactics based on the insights gained from the review.
Implement changes and improvements in response to the findings to enhance future campaigns.
9. Continuous Improvement
Emphasize the importance of ongoing monitoring and continuous improvement.
Encourage a culture of learning from data and optimizing marketing efforts based on real results.
In conclusion, conducting a thorough review of your marketing activity is crucial for understanding what worked, what didn’t, and why. It provides the foundation for making informed decisions, refining strategies, and ultimately achieving better results in future campaigns.
Need marketing support?
If you are considering the benefits of an outsourced marketing consultant for your professional services business the The Marketing Associates can help you.
At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices.
Providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.
If you would like to discuss your business’s marketing requirements with an outsourced marketing consultant, then please do not hesitate to contact Tabitha Beasley at The Marketing Associates:
Tabitha@themarketingassociates.co.uk or call 01233 720379