Communicate KPIs to Boost Campaign Success
Measure to manage. Marketing experts agree that should be the mantra for any marketing program to succeed. “If you can’t measure it, you can’t manage it,” they say. Unfortunately, some companies will launch a campaign without a shared understanding of what success looks like.
For many parts of a business, from accounting to sales and marketing, measurements take the form of Key Performance Indicators, or KPIs. When it is time to communicate how marketing aligns with a business strategy, KPIs offer a common language.
Shared Goals
It does not matter whether the vehicle is television or real estate postcard marketing, having a benchmark and KPIs allow everyone to share understanding of strategic goals.
Clear from the Start
The best KPIs start with a clear understanding of the purpose of a campaign, whether it is to increase awareness, customer response or lead generation.
With specific goals for a campaign, results can inform planning for the next go around. A one-size-fits-all approach will not produce meaningful measurements.
Early Bird Gets the Buy-in
When key stakeholders are involved, or at a minimum informed, of campaign KPIs, a shared vision of both benchmarks and goals can be realized.
More Use from More Data
Developing KPIs for an upcoming campaign involves selecting metrics that will provide the most useful measurements. It is better to have more indicators to evaluate, provided they are relevant, than not enough data points to provide a useful evaluation.
Measuring response to a campaign is key to tailoring messages, media and method. The opportunity to measure KPIs only presents once.
Readability Rocks
Long words in longer sentences can drive down readability of your message. Sentences that include too many multi-syllable words and large blocks of text will cause readers to lose interest. Readability tools are included with word processor apps such as Microsoft Word or can be found online so improving is easy and fast.