When is a marketing campaign good or bad? Say hello the question that pricks us all the most.
How do you make that decision?
If you are like most people, you’ll base it on “how it looks, and what your brain keeps nagging you about”, or “gut feel”, or “just based on how it’s performing”.
Most businesses put “zero” thought into anything remotely relevant to even making decisions about campaigns in the first place.
The world seems to be largely focused on website design or app design — not bad, but it’s not the complete story.
So, how do you know if you campaigns perform or not? If you didn’t think about it, it’s one of those bottlenecks in marketing.
You can, if you are fine with doing the boring stuff. Whether it’s decisions based on paid campaigns, email marketing, landing pages, popups, or any other type of campaigns you run, you’ll base your decisions based on data:
Use analytics for Decision-making (& it’s not that hard)
The first step is to ensure that your website is connected to Google Analytics (if you use Google Ads, connect Google Ads with Analytics as well). Google analytics is the home for all your analytics (even if you were to use other tools later, on top of Google analytics)
On top of Google Analytics, there’s a whole list of some of the best analytics tools you could use. Out of all those, here are some that are worth looking at:
How to Decide If Campaigns are Good or Bad
Almost every single marketing tool you’d use will have some sort of analytics built in, for the kind of campaigns you can run with that marketing tool.
Even Divi or Elementor— full-fledged WordPress ecosystems — have analytics and A/B testing built in so that you can make data-driven decisions based on how your pop-ups, email marketing signup boxes, landing pages, or even your home page performs.
Here’s an example of how data-driven marketing decisions should be made, in the case of a pop-up (right here, on this website)
Test & Make Decisions
For the exit-intent pop-up on my website, I’ve been testing out a pop-up with an offer I’d like to make (so that people sign up for my free weekly exclusive videos on digital marketing strategy).
Like most people, I’ve been doing some mistakes as well.
Here’s a short video on what I mean by that, how my lead generation campaign failed, and how I made decisions for this particular pop-up campaign
Data Visualization is the key
For most of us, it’s hard to get nerdy with data. Most of neither have the time for it or the technical chops needed. That’s why you need to shift slightly towards data visualization while still keeping the tabs open with the analytics tools you use.
By using data visualization, you make it easier on yourself to understand the data that’s of importance for your business.
Read more: What is Data Visualization? [+3 Tools]
How do you make decisions with respect to marketing? When is a campaign good or bad, according to you?