{"id":147992,"date":"2020-12-23T11:00:00","date_gmt":"2020-12-23T11:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=147992"},"modified":"2021-05-17T09:47:39","modified_gmt":"2021-05-17T08:47:39","slug":"reviewing-marketing-performance","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/managing-digital-marketing\/capability-performance-review\/reviewing-marketing-performance\/","title":{"rendered":"Why reviewing marketing performance should be at the top of your priority list in 2021"},"content":{"rendered":"

Good digital marketing isn't just about creating content, you also need to review your performance to see where it can be improved<\/h2>\n

How often do you review your marketing performance?<\/p>\n

Creating great content for the various channels you use for your marketing campaign, whether they be social networks, your website or blog, or any other channel you\u2019re using to connect with your audience, isn\u2019t really enough to get you results.<\/p>\n

Need a winning marketing strategy?<\/h3>

Book your free 1-2-1 consultation to develop your new strategy with the RACE Framework<\/p>Book consultation<\/a><\/div>\"Grow<\/div>\n

The only way to continue growing and evolving is to constantly improve and optimize your marketing strategies. In order to do this, you need to review your marketing performance, consistently.<\/p>\n

Our Content Marketing Learning Path supports members to plan their approach and increase the effectiveness of their content marketing activities with practical skills development and resources to measure and benchmark their success.<\/p>\n

<\/span>Core Module<\/div>
\"Benchmarking

Benchmarking your content marketing<\/strong><\/p>

Part of the Content marketing Toolkit<\/p>

Learn how to review the process of managing content marketing to identify areas where you may need to improve your capabilities<\/p>Learn More<\/a><\/div><\/div><\/div><\/p>\n

In this blog post, discover why reviewing marketing performance should be at the top of your priority list in 2021.<\/p>\n

When should you be reviewing your marketing performance?<\/h3>\n

Reviewing marketing performance is very much a continuous process, something that should be done regularly to ensure your strategies are getting the results you want (among other things, which we\u2019ll get into in this blog post).<\/p>\n

That said, there are several moments when reviewing marketing performance is essential:<\/p>\n

Before you create a new strategy<\/h4>\n

In order to ensure your new strategies deliver better results than previous ones, you need to understand what works and what doesn\u2019t. For example, one study has found that companies that A\/B test every email see email marketing returns that are 37% higher<\/a> than those of brands that never include A\/B tests.<\/p>\n

Moreover, a survey of content marketers found that only 32% 'always checked the analytics' of their blog posts<\/a>, without which you are essentially guessing your way to a content strategy without any data.<\/p>\n

When you\u2019ve reached your deadline<\/h4>\n

Every time you create a strategy, you need to also have clear marketing objectives. A good objective requires that you put a deadline on it too \u2013 do you need to achieve these results in 30 days? A couple of weeks? Six months? Whatever it is, whenever you reach that deadline you should evaluate your results to see whether you\u2019ve reached your goals or not.<\/p>\n

<\/span>Core Module<\/div>
\"Define

Define content marketing strategy<\/strong><\/p>

Part of the Content marketing Toolkit<\/p>

Learn how to develop a content marketing strategy using our content analysis and planning tools<\/p>Learn More<\/a><\/div><\/div><\/div><\/p>\n

Throughout your marketing campaigns<\/h4>\n

Once you\u2019ve started a marketing campaign, you should consistently track its performance to see how you can improve it. For example, if you\u2019ve started an email marketing campaign to promote a service and people aren\u2019t opening those emails, then you clearly need to make some changes to improve those results and ensure you\u2019re on track to reach your campaign objectives.<\/p>\n

When planning your marketing budget<\/h4>\n

Another important time to review your marketing performance is when you\u2019re planning your marketing budget. You need to know where to place your budget, what tools you need to purchase and which to eliminate from your stack, which channels work best and which don\u2019t. By now, you\u2019ve already got a better idea of why reviewing marketing performance is so important.<\/p>\n

Are you spending your marketing budget wisely?<\/h3>\n

The harsh truth is that if you\u2019re not getting the results you need, or if you can\u2019t demonstrate the value of your marketing work, it can lead to a slash in your marketing budget.<\/p>\n

In order to avoid that (and even get a budget increase!), you need to demonstrate the value of your work.<\/p>\n

In other words, you need to prove the ROI<\/a> (return on investment) of your marketing campaigns and how that ties into the overall business revenue.<\/p>\n

<\/span>Core Module<\/div>
\"Evaluate

Evaluate content marketing ROI<\/strong><\/p>

Part of the Content marketing Toolkit<\/p>

Learn how to prove the effectiveness and ROI of content marketing and understand how to estimate content creation and distribution costs<\/p>Learn More<\/a><\/div><\/div><\/div>\n

Understand your marketing performance: what works \u2013 and what doesn\u2019t<\/h3>\n

When you evaluate your performance, you get to understand what works and what doesn\u2019t work:<\/p>\n