Many mobile marketers like to tout the various benefits a well-defined marketing plan, however there are still lots of campaigns destined to flop due to poor research, lack of goals and mistimed opportunities. With thousands of how-to articles, case studies & data insights circling the web, how do marketers keep getting it wrong?
Well as you may expect, there are many important facets of a watertight mobile campaign. Here we will take a look at some of the main aspects comprise a well thought out marketing plan of action, one that will move the needle and increase return on investment every time.
Diagnose pros & cons of past campaigns
The secret of success is likely right under your nose… buried deep in the data of your past campaigns just waiting for you to dissect!
It doesn’t matter what industry you market in, whether your previous campaigns have been terrible or you have limited data to go on – performing a post-mortem of your prior & current campaigns can give you a unique insight into what went wrong (or right if the case may be) and give you the wisdom to repeat or avoid certain tactics in the future.
When conducting post mortems of past campaigns, it is important to consider:
- Which goals were exceeded and which fell short (and the underlying reasons behind these successes & failures)
- Which channels brought the highest number of conversions (not necessarily the highest generated revenue) and consider these for future projects
- Which processes took longer than expected, defining the problem areas of time management & refining employee efforts
Campaign analysis & optimisation
Analysing your current campaign is an essential step in refining your processes and focusing your efforts on methods that get real results. You are likely already tracking the data from your various marketing channels through a medium such as Google analytics or KissMetrics; giving you lots of available data to analyse.
Imagine your campaign is receiving healthy conversion rates through content marketing, social media traffic & email marketing. However – your organic traffic from your AdWords campaign is falling short of its target.
There could be a number of reasons for this lack of traffic, though you later discover (after digging deep in the data) that some of the keywords included in the ads are a bit vague, meaning a large portion of your traffic is bouncing from your site as the results are not what they’re looking for.
Using your data, you have successfully diagnosed a problem with the campaign.
Using the current keywords as a reference, you do some more keyword research, define some relevant, longer-tail keywords that tie in better with the content on your landing page and introduce them into your AdWords campaign.
Two weeks later, your AdWords conversion rate has increased by 0.5%. Result!
While many of your problems (and necessary solutions) won’t be this simple to diagnose & implement, it is important to consider this systematic process:
data diving > diagnose problem > brainstorm potential solutions > implement solutions > track & compare new results.
Take Clymb for example – this ecommerce business was already running a regular email marketing campaign but simply wasn’t getting the conversions they were hoping for.
Their campaign goals included increasing opens, clicks & conversions in the short term whilst focusing on brand loyalty in the long run. The team had a large amount of content, but failed to leverage customer data in a way that increased revenue and lifetime value. So, they drilled into their past data & current processes to try to create a more customised experience for their email recipients.
They ended up combining their email campaign with on-site, customer data and refining their email templates to offer their readers a more personalised email experience. The result? The revenue for their email marketing campaign increased by 71%.
Redefine your goals & KPIs
Setting goals is essential in any project, but setting key performance indicators (KPIs) and tracking campaign progress religiously is the difference between a good campaign and a successful campaign.
Your KPI’s will likely depend on what you’re hoping to accomplish with the campaign. If you’re marketing a product, you’ll likely wish to track KPIs such as sales revenue (obviously), conversion rate and social media engagement whereas marketing for services mainly involves tracking cost per lead and your lead to customer ratio.
The great thing is that once you are receiving this data, you can then take the necessary steps to improve the numbers. The Content Marketing Institute have produced a great guide on which KPIs to track on certain campaigns. Well worth a read!
Reallocate resources to high-performing leads
So, we’ve discussed campaign analysis and optimising KPIs, but if you’re looking to see profitable results, you need to funnel your budget & resources to the right places.
To do this, you will need to take a good look at your lead generation processes, calculate the ratio of the cost of acquiring each lead to the revenue they generate and define your ROI for each lead.
Imagine you generate 10 leads per month through your AdWords campaign and for every 10 leads generated, your ad was clicked on 100 times.
Each lead nets you approximately £200, with each click costing around £0.50.
To work out your ROI of this particular marketing channel, we must take the total amount generated by your leads and the total amount spent on advertising and divide them together:
£2000 / £50 = £40
£40 is how much you pay to acquire each lead, therefore the ratio of your current cost to income of each lead would be 1:5.
When you perform this equation for every channel you generate your leads through, it will help you ascertain which channels perform the best, allowing you to reassign budget to these higher-performing channels and identifying problem channels (to either drop or refine).
Coincide future campaigns with popular culture
Let’s get down to business; pop culture is a huge source of influence over the modern world – from how we dress to the music we listen to, our culture, behaviour and even who we choose to befriend.
So for a marketer to disregard popular culture as a way of connecting and building an audience is foolhardy.
Brands leveraging popular culture for marketing purposes is well documented; from The Simpsons casting celebrities and working uber-relevant jokes into their episodes to seemingly unrelated brands capitalising on the Pokémon Go phenomenon, you don’t have to look far for an example!
Coinciding your future campaigns with popular events and occurrences is a smart move, however you must bear in mind a few things:
- The campaign must be in good taste – Jokes about Donald Trump’s hair are fair game, casual racism is not.
- Take steps to ensure relevancy – If you own a dance studio, your audience is unlikely to be interested in the SuperBowl, so don’t plan your campaign around irrelevant subject matter.
- Do your research – there’s nothing more embarrassing than a brand trying to look hip, cool and down with the kids, if they don’t have a clue what they’re on about
Also known in the biz as ‘newsjacking’, let’s see how one popular brand have benefited from their timely campaigns:
With hit shows like The Walking Dead piquing the public’s interest, popular outdoor clothing brand Rei saw an opportunity to piggyback on the trend. The content team at Rei produced an infographic detailing essential tools for a zombie apocalypse, which ties in well with their brand of survival gear and outdoor clothing.
Suffice to say, the infographic received a nice amount of engagement and lots of shares, with the image even getting picked up by dozens of aggregate news sites, improving reach and ultimately, brand awareness.
For maximum results, combine your brand’s content marketing with relevant pop culture and you’ve got an engagement machine!