Marketing is all about tracking your actions. Ok, not ALL, but if you run a marketing campaign, and you don’t track your activities, then you have no idea what worked and what didn’t, what you should invest more money in next time, and what you should stop wasting time on.
For example – say you are launching a new product. Your plan is to send out an email to all your existing users and customers, to update your website, to update your social profiles (Facebook page, Twitter account, LinkedIn company page, etc.), and advertise in a few sites.
If you don’t track the number of people coming in from Facebook, or the number of clicks you get on your newsletter, then you won’t know what to do next time. If the newsletter wasn’t opened at all, maybe you need a better subject? If it was opened, and not clicked, perhaps you need a more visually appealing email next time? And if lots of people came to your site from Facebook, but didn’t check out your new product – perhaps your message wasn’t clear enough?
In short – measuring your actions is extremely important.
But how to do it?
One of the simplest ways to do it, is make sure that everyone knows what they are doing, everyone knows what needs to be tracked, and to follow up and check the results.
Set up a meeting with the marketing department. Make sure there’s an agenda that covers the topics of the campaign. In our case, the agenda might look something like this:
Now, you start assigning tasks to the people in the marketing team. By the way – if the marketing team consists of just you, the same thing applies. If you don’t write down what you want to track and what actions you are going to take, you’ll probably forget about them.
Once you’ve set up the tasks for each activity your social media campaign includes, then make sure you schedule a follow up meeting the next week, so you can see what were the results of your efforts.
When you know what works and what doesn’t, you can start improving where you need to, and increasing effort in places that were successful.
To sum up:
1. Write down your social media campaign activities
2. Understand how you can track and analyse each activity
3. Assign tasks to your team members
4. Go over the results and apply them