The measurability of results has long been the Achilles' heel of marketing campaigns. Reach, print runs, coupons, etc. gave an idea of the possible ROI, but actually, this was always the better guesswork. The costs were measurable; the results were not.
Things are fundamentally different today. Digital marketing allows you to focus on specific and measurable goals: more clicks, more conversions, more leads, more sales... It comes down to having a clear call-to-action and a quantifiable link between the (digital) marketing campaign and the results.
Still, performance marketing doesn't escape a number of iron-clad communication laws that make up a profitable campaign:
Choose the right channels!
Where are your target groups? We are inclined to think that you can best reach B2B leads through LinkedIn, but Instagram and Google Ads may be better choices. Intelligent pilots will allow you to find out.
Get a flow without gaps!
If your leads or customers click somewhere, they should be redirected to the right page. A 'click here for your free quote' that ends up on a general homepage does not work. The sales funnel has to be right. Seems obvious, but it's not always the case.
Just because the performance is measurable, doesn't mean you can forget the factor creativity. The design, tone-of-voice, and creative choices must be correct, also in performance marketing.
Define the right measurable KPI's
Not everything measurable is equally relevant. Think carefully about what you want to measure and use the right tools. A well-designed Google Data Studio, for instance, allows you to analyse and update all relevant results in real-time.
- Defining the objectives of the campaign
- Choosing the right channels
- Establishing the sales funnel
- Setting up campaigns, AB-testing
- Determining the KPI's
- Measuring and adjusting