Nowadays, more businesses have turned towards analytics and automation, which is why the Key Performance Indicators or KPIs are usually the best way to guide a marketing campaign. Despite their potential, many people will say that content production should still be driven by the market’s demands, and KPIs should only be measured after the content has been published.
However, this can’t be further from the truth, as you can use the KPIs to come up with better content that will yield higher returns. Here’s how you can do that:
What are KPIs?
The first thing that you need to understand is what KPIs are. They are a measure that tells you how effective a marketing campaign is in relation to its initial goals. Each type of marketing campaign has a different purpose. For example, a conversion campaign will need to focus on how to make people take the desired action from the ads that are being published. A lead generation campaign, on the other hand, aims to get as many leads as possible.
You have to know what you’re looking to gain from your content before you publish it, which is where KPIs come in. Here’s a four-step guide on using KPIs to your advantage during the content production process:
1. HAVE A CLEAR GOAL IN MIND
As mentioned, the first thing you need to do is to know exactly what your content is supposed to do. Each group of the target audience has a different set of standards and even the same one in various stages of their buyer’s journey also has demands that should be met. So you need to be sure that your strategy is effective.
2. KNOW WHERE THE REVENUE IS COMING FROM
You also have to know how your business generates revenue, as the CTA will somehow be tied to the action that helps increase the ROI. For example, an e-commerce store will have to make sure that people make as many purchases as possible on their site, which is why it’s absolutely important that they get as much traffic and conversions on their ads as they can.
Therefore, you need to understand what your company needs and use that as a guide for your content production process. For example, if you’re looking to establish your brand as a leading figure in the industry so that you can build trust and generate more subscriptions, having a blog could work wonders. One tip we can give you is that it’s all about automated conversions these days, which means that the website does all the selling for you.
3. USE DIFFERENT SETS OF KPIs FOR DIFFERENT CAMPAIGNS
Again, you have to understand that different types of campaigns are designed to fill a distinct purpose, which is why your content strategy will vary from campaign to campaign. In digital marketing, there is no single strategy that will work every time, as the market changes almost every day. You need to adapt to these changes to stay ahead of the game, which means that your KPIs need to be adjusted to fit your campaign’s needs.
4. PLAN EVERYTHING IN PHASES
You need to always plan for the future, as coming up with a strategy that only works once won’t bode well for your business in the long run. Therefore, if you’re looking to set up a content strategy, you need to make sure that it can be used in the future as well. The KPIs you’re focusing on should help your campaign to grow in the future, so make sure you plan everything in phases.
If you need help with your digital marketing, AO Marketing is your best option. Get in touch with us today to see how we can help.