Driving measurable business growth is the goal, the purpose and the solution. Funneling energy towards it ensures that all of the efforts are intentional and maximize ROI.
The Proof Is in the Data
I had three career paths that I considered in college – marketing, artist and engineer. When I chose marketing, it was to be in a career that mixed business and art. I didn’t know back then that my love of numbers and math smarts would play such a central role.
Watching data closely is exciting. I get the same rush as a stock market trader watching the Dow – watching closely, reading patterns, waiting for results, deciding my next move. I am focused on watching the KPIs, looking at results come in to see how my target audience is interacting with my campaign, waiting to get final numbers and figuring out how to optimize to constantly improve ROI.
Being a Student of the Target Audience
One way to reduce ROI up front is to have a deep understanding of your target audience. What they like, where they spend their time and money and where they get their information. It doesn’t stop at research and personas.
Take the time to study them first hand. Create a marketing committee, conduct a focus group, shadow them for the day, find out what other brands they support and get to know them in their element. Listen.
Knowing who you’re marketing to helps your campaign start out with a basic level of success baked in.
Follow the Right Numbers
Each campaign is different. Having clarity on outcome and reverse engineering business growth begins with know what numbers matter most. Take the time up front to establish business goals served, KPIs to measure, cost, revenue and immeasurable factors. Setting your sights on a goal will help you determine if the campaign is a success.
It used to be all about impressions, CPM and open rate. Now we’re after cost per conversion, social post shares, direct messages engaged with and leads converted to sales to name a few.
Nothing Is More Exciting Than the Numbers
I’ve talked about how my first op-ed piece made me burst with excitement. Once, I was in a cab pulling up to an international event where I worked on the signage and literally was squealing with delight, never mind the cab driver who was likely confused. I skipped into the convention center with the utmost pride.
As the numbers roll in and you can see how many people have clicked on your link and filled out the lead for or bought the product, nothing compares. It makes every day exciting.
Even if the numbers aren’t what you’d hoped, learning more about your target audience and trying something else comes next. More opportunity to fuel business growth.
0…..1,734….24,437…246,846!, $2M revenue, CPC $0.40, 4,465 form fills