Brussels (Brussels Morning) The success of any online campaign depends on various factors. It allows campaign managers to keep track of the enormous amount of data that can be used to define KPIs, and subsequently, the success of each campaign.
As such, there are four factors that directly affect the performance of any online campaign.
- Branding- a marketing practice whose purpose is to publicise a brand, product or service. In other words, it refers to the visibility of an entity in the market.
- Engagement- the act of commitment with the customers and users of a brand.
- Influence- the ability of content generators (brands, YouTubers, bloggers, etc.) to contribute to a change in the opinion or behaviour of users.
- Conversions- actions that users take when faced with a stimulus that the content generators have premeditated and defined as an objective (filling out a contact form, making a purchase, etc.).
Based on these factors, here is a 4-step strategy to successfully monitor an online campaign.
- Define the Social Networks to Monitor
Some campaigns are better suited for certain platforms while others are more successful on different platforms. Before starting the campaign, it’s essential to finalise a set of platforms where a particular campaign can generate the most effective results.
One of the keys to determining which social networks should be used in a campaign is to make an analysis of the behaviour of the target audience as well as the competition.
- Establish KPIs for Each Social Network
Every network has its particular characteristics and is a source of a large amount of data that, if contextualised within the vision of the market and within the strategies and objectives, can get the most out of them for the benefit of the campaign.
It’s necessary to define KPIs carefully while setting up the campaign.
- Determine the Category to Which Each KPI Belongs
Categorising KPIs helps in painting the big picture of the campaign objectives. Here’s an example to show how to define a KPI category:
If the KPI has a focus on quantity, the category is most likely either conversions or lead generation.
If the KPI has a focus on interaction, the category is most likely engagement.
- Choose The Right Tools for Data Analysis
Today, there are a large number of monitoring tools, many of them are even developed by the same social networks and are available for free. Of course, there are several paid tools that showcase the performance of a campaign in great depth or offer insights into a successful campaign by a competitor.
Here’s what needs to be taken into account when selecting an analytics tool:
- The number of KPIs that can be quantified with it
- Good reviews