Quantifying Campaign Impacts
Communications strategies driven by data have been shown to be a reliable source of upward-movement for businesses of all sizes. With new tools, best practices and KPIs (key performance indicators) always being developed, marketing and sales teams can adapt and grow in the increasingly digital world.
Public relations communications is moving from outputs to outcomes/impacts by focusing on the effects and results of communications within an audience. No longer will measuring the volume of activity cut it; instead, ask what insights are being measured through the campaign’s performance and how these insights connect with your business’s goals.
Metrics to Measure
The following are several KPIs that can help track your business's online performance and be used to measure the success of your communications campaign.
Website Traffic: visitors to a website following a campaign’s activity
Lead Generation: number of sales-ready results from a campaign
Brand Awareness: monitor social and earned media following a campaign for conversation around the brand
Earned Media: evaluate where and who is mentioning your campaign
Share of Voice: share of exposure of the brand versus its competitors
Research any campaigns the brand or its competition has done in the past, as well as the current sentiment and conversations surrounding the brand and its competition. Often, teams create SWOT analyses to organize the brand’s strengths, opportunities, weaknesses, and threats. This research should offer an outline of the brand’s history and a benchmark of how it should progress in the future.
Campaign goals should follow the SMART parameters: specific, measurable, achievable, relevant and time-bound. The key to setting and accomplishing these goals is to make them realistic, which can be done with data. An example of a goal may be “to increase brand awareness by 15% within the target audience before May 1, 2021.” You will notice each aspect of the SMART parameters in the simple statement. The team can then develop this statement with strategies and tactics, which are more specific ideas to achieve the ultimate goal.
As the team develops the goal statement, programming should also be included. This involves any and all communication materials that are being created for social media, employees or other stakeholders. Many professionals develop a content calendar to track posting dates and connections.
Now that a plan is developed, the team can act on its programming. In this phase, messaging is delivered to the target audience, but there may be opportunities to pivot the strategy. With how quickly social media changes, teams should always be flexible and seize opportunities to flow with the target audience. In this past year, TikTik has grown quickly and has become a popular tool for Millennial and Gen Z marketing.
Evaluate & summarize
Now that the campaign has been completed, the team reassembles to review the results of the campaign. Did you meet your goals? If not, what went wrong? Compiling an evaluation, which includes social listening and data analytics, will help the team judge the success of this campaign and what improvements can be made in the future.