Creating and implementing marketing campaigns are two main steps towards a successful brand, but these steps mean nothing if they are not followed by data monitoring. A quality business should not concentrate only on success. They should also focus on learning from the ups and downs a complex marketing activity comes with.
And how else can you find the recipe for success if not by measuring the performance of your marketing strategies? It’s highly doubtful that a team can possibly remember what went wrong and what went well during a certain campaign. So, any spreadsheet with important KPIs in it should stand at the foundation of any new marketing project you start.
We’ve tested several online tools for data monitoring ourselves and came to a very useful conclusion: there are four essential tools out there for measuring your marketing campaign’s performance. Let’s see what these apps are and how you can benefit from them.
1. Google Analytics
This tool is by far the most used web analytics service by marketers. Its motto is “Turn insights into action” which pretty much sums up its goal to maximize the efficiency of any marketing activity by analyzing campaign data.
- the number of website visits;
- the average number of pages a visitor views on your website;
- bounce rate percentage (number of visitors who close your website after viewing just one page);
- the average time on site (how much time the visitors spend on your website on average);
- the number of unique visits (when someone visits your site for the first time).
MailChimp is the superhero of your email marketing campaigns. Besides creating and sending effective and beautifully designed newsletters to large emails lists, this tool offers you useful insights over the performance of your newsletters. After you click the “Send” button, MailChimp will start monitoring the data you need, to decide if your campaign was successful or not.
Thus, you will get in possession of valuable numbers like open rates, click through rates, bounce rates, and unsubscribe rates. Without these numbers, you can’t possibly know how to optimize your newsletters, which were the worst, which were the best and so on.
MailChimp has really done its homework and specialized in email segmentation. Do you want to send a message only to the subscribers who came from your Facebook page? That’s actually possible. Do you want to create a workflow of a newsletter series to educate your new customers about your product? MailChimp can work its magic and create any kind of email marketing strategy for you.
This complex segmentation process can also lead to effective a/b testing. Conducting as many email experiments as possible is among the few strategies that will show you exactly what your audience likes about you and how to optimize your strengths.
When it comes to the social media world, you can put your trust in HootSuite. This intuitive professional owl is a social media management system that can take care of your social profiles from Twitter, Google+, Facebook, WordPress, Instagram, YouTube, and LinkedIn. It saves you a lot of time that you would be otherwise wasting by visiting each of these social pages at a time.
HootSuite gathers all the social media interactions you get in one place. It’s easy to delegate responsibilities to your team members and track your social media ROI thanks to a number of analytics tools:
- Hootsuite Insights: tracks conversations related to your industry across the social media;
- Custom URL parameters: shows you what social media campaign drives traffic to your website;
- Hootsuite Analytics Reports: give you access to valuable data,such as follower growth, daily URL click-through rates and more.
This list can’t be complete without a good CRM platform. How can you keep a business relevant if you don’t work on your relationship with your clients? SalesForce is a cloud-based customer relationship management software that guides you to manage your contacts, find prospective clients, turn them into customers and much more.
SalesForce gathers all the data every customer provides (activity history, social media accounts, deals they interact with, conversations with customer care agents, etc.) and based on them, it can forecast your sales activities. These projections can estimate your future monthly revenue and how many products your company can sell. You can customize the forecasting process by editing the numbers for more efficient ratings.
SalesForce will also build you a sales pipeline, highlight main support issues, calculate the average time an agent requires closing a sale and send alerts to remind you of the postponed opportunities.
All in all, these four tools are enough to keep a thorough track of all the aspects of your marketing campaigns. Give them a shot to prove their worth and you won’t be disappointed! How about your aces up your sleeve? What tools kept your marketing campaigns on the right track?
This article is written by Thea Millard. She is a Market Data analyst and a Contributing Editor at Happy Customers Review. She has a great interest in everything related to corporate branding, online marketing, and entrepreneurship, and loves helping businesses and individuals thrive.