March 14, 2016
Just as the name implies, a data driven marketing campaign uses data to determine which strategies will result in the best marketing ROI for your startup. This begins with data collected through research, but continues with data collected through analytics. Here are 5 tips for designing and executing a data driven marketing campaign for a startup.
Plan the Data Driven Marketing Campaign
The planning portion should consist of the following components:
Research: To determine which strategies and methodologies have worked in the past for similar startups, and to determine what the target customer persona will be most receptive to, especially as it relates to content and social media engagement.
Setting Metrics: To determine what should be measured to come up with an ROI valuation. This component will include determining the technology that will be used to collect the metrics, and an estimation of desired results.
Design: The initial design of the campaign including who will be targeted and where. This will also include the type of content used, design of landing pages, and other technical decisions
Initiate a Test Run
The initial test run will be a small scale launch of the startup campaign. It may be limited in its scope and its target. For example, the campaign may only focus on a single social media platform, last for a limited amount of time, and result in the creation of just a few pieces of content and one or two landing pages. If paid advertising is to be part of the initial test run, it will also be limited.
The purpose of the test run isn’t to create conversions, although it’s wonderful if it does. The purpose is to create enough test data so that it is useful in the analysis phase.
Analyze the Results
This is when data is collected from analytics to determine which metrics are being met and which are not. However, even though data is the key, it is important to remember that it isn’t the only thing.
According to James Dean of SEO Houston Pros, “Analytics only shows that something worked or didn’t. It doesn’t reveal the human side that tells us why or why not.” This is why the analysis has to include feedback from those who have engaged with the audience during the test run.
Make Changes and Expand
Combining the numbers with the human side of the campaign should result in a list of changes to be made. It should also give the team designing the startup campaign to go bigger. The second iteration (there may be more than two!) may target a larger audience, use more resources for content creation and design, and require a larger financial investment.
Execute the Improved Model on a Larger Scale
This is the portion of data driven where a test campaign becomes a fully-realized and hopefully successful campaign. However, as with any data driven campaign, care must be taken to continue to take measurements, to tweak expectations, and to make adjustments to ensure the overall success of the campaign.
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