At Springboard, we’re firm believers in delivering marketing campaigns with accurate, measurable results.  Before any campaign gets underway, you’ll want to ensure that you have all necessary tools in place to analyse your campaign and measure ROI. Without measurable results, you really have no idea how your campaign is faring, leaving you without the information to readjust your approach.

Here are some of the ways we work with clients at the outset of their campaigns to track data.

Google Analytics

With Google Analytics, you can track website and page views, time spent on the website, and most popular pages amongst other key data. You can also see an overview of where your traffic is coming from – social media searches etc.

To utilise this tool, you will need to set up your free account. We advise that you get this underway as soon as possible, prior to any campaign.

Landing Page

When you have a single, focused objective, it is a good idea to set up a landing page for your campaign. A landing page is a single standalone web page that can only be accessed by users that have the direct link to that page. Using a landing page helps to drive your audience towards your intended goal, whether it be click-through or lead gen, helping to push them through that much dreaded conversion funnel.

Capture Leads

Whilst you may be prepared to measure and drive traffic, you also need to be prepared to capture these leads on the website. Make sure that you have a newsletter sign-up section on your website, or a dedicated phone line for the campaign. Our team are experts in generating tailor-made content and we find that offering something of value in return, for example, a whitepaper, promo code or video content can be particularly useful in increasing sign-ups for our clients. 

Be Socially Prepared

Make sure you have your benchmarks for social media profiles, for example Instagram insights will not tell you your follower growth so you will need to make a note prior to any campaign to track it yourself. Be honest when reviewing your stats and utilise every avenue possible, for example, including trackable links in social media profile bios have helped our team drive traffic through to landing pages and increase conversions for our clients.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.