At Springboard, we always advocate that you need to measure results in order to deliver a successful campaign. There is no use putting in all that hard work and time, if you don’t look at and analyse the impact that work is having. Monitoring analytics and data – and adjusting your actions accordingly – ensures you can focus your time and attention on those actions you know will have a positive effect on what you’re trying to achieve.

Whether it’s increasing brand awareness or trying to drive sales, if you are launching a new campaign, make sure you have the right tools in place so you can easily and efficiently measure the results.

Here are some to get you started:

GOOGLE ANALYTICS

Google Analytics can take a little time to get used to as there is so much you can do with it – tracking website and page views, time spent on the website, and most popular pages to start. You can also get an overview of where your traffic is coming from – from organic searches to social media clickthroughs.

To use this tool, you will need to set up your free account. There are lots of guides online to get you started, and once you do, you’ll wonder how you ever got on without all that realtime data at your fingertips.

LANDING PAGES

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 stand-alone 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 a sale or lead generation, helping to push them through that vital conversion funnel.

CAPTURING LEADS

While you might be prepared to measure and drive traffic, you also need to be ready and able to capture these leads on your site. Make sure that you have a newsletter sign-up section on your website, or a dedicated phone number for the campaign. We are firm believers in generating tailor-made content and find that offering something of value in return, for example, a white paper, ebook, promo code or video can be particularly useful in increasing sign-ups for our clients.  

HARNESS SOCIAL 

Social media analytics are more powerful and finely tuned than ever so make sure you acquaint yourself with their capabilities. Get to know the benchmarks for your social media accounts. For example, Instagram insights won’t tell you your follower growth so make a note prior to any campaign so you can track it yourself. Be honest when reviewing your stats and utilise every avenue possible. For example, including trackable links in our social media profile bios has helped our team drive traffic through to landing pages and increase conversions for our clients.

For more information on how to we can help you drive campaigns and measure results, contact info@springboardcommunications.ie 

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.