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Developing a Mid-Year Marketing Evaluation

Developing a Mid-Year Marketing Evaluation

As we reach the halfway mark of 2020, it’s no secret that it has taken some creative marketing strategy to ensure your business stays successful through an ever-changing world. The best companies learn to adapt their strategy based on the situation they’re presented with and the results of their campaigns to drive decision for new campaigns. So, how do you ensure that you’re setting yourself up for success in the second half of 2020 while using the results of your current marketing campaigns as a guide?

Step 1: Create a Comprehensive List of Your Marketing Efforts

You can’t decide what marketing efforts have been effective if you can’t identify everything you’ve done. So, make a list of each element of your company’s marketing from the first 6 months of the year. This list can include everything from:

  • Social media content calendars
  • Social media ad campaigns
  • Search Engine Marketing (SEM) campaigns
  • Email marketing campaigns
  • Direct mail campaigns with links to your website

Step 2: Identify & Using Key Data Points

In order to know which campaigns performed best, you need to look at the data points of the existing campaigns. Some stats from the marketing channels include:

  • Social media engagement (reach, comments, likes, shares, clicks to your website)
  • SEM ad impressions and click through rates
  • Email open rates and click through rates

Whether it’s open rates, CTR or post interactions, the higher the number, the better that campaign performed. For a full picture of your marketing performance, these stats need to be combined with your website analytics. Make sure that you filter results so you can easily identify what traffic is coming from your marketing channels vs. any organic or direct traffic.

  • Top viewed pages
  • Conversion rates
  • Session duration

Step 3: Outline Your Goals for the Rest of the Year

Examining your data points will help you identify which of your marketing efforts performed the best. Now, you have to decide which campaigns you want to continue, and which ones you want to stop. You also need to be aware of what products and services you want to promote for the rest of the year. If there are any new campaigns, use your budget from campaigns you’ve stopped. Then, for all your new campaigns, try and follow the template from the campaigns that were must successful.

If you need assistance with your marketing strategy, the team of experts at VGM Forbin can help you develop a strategy that will drive more business through your website. Fill out the form below to connect with one of our account executives.