1. Define clear objectives and KPIs
Begin by defining your end goals –what do you want your campaign to achieve? This will provide a solid base for planning your strategy and setting up your KPIs. KPIs, or key performance indicators, are measurable values that demonstrate how effectively your campaign is performing. Having clear objectives and KPIs will give you a clear picture of what’s important and what you need to do.
2. Choose right measurement tools
Now that you’ve defined your KPIs, it’s time to choose the appropriate metrics to track your campaign’s performance. Some key metrics include traffic, conversion and revenue. The more vital aspects of your campaign you measure, the better you can optimize to meet your goals. It’s important, however, to limit your metrics to only the factors that are essential to your reaching those goals. The data you collect should allow you to identify the components of your campaign that are and aren’t working so you can improve your campaign to be more profitable. Third party tracking tools such as Tune, Kochava and Adjust allow marketers to not only track clicks and downloads but also track post-install activity so that you can optimize your campaigns toward the highest value users.
3. Develop a tailored channel mix
Your campaign audience will contain different groups of people with varying motivations and needs, so you must tailor your messages to fit the right audience on the right channel. When choosing your audience, consider your goals. Let’s say you have a new mobile game, you may want to target influential game bloggers to adopt your game. In addition, there are many channels where you audience may be: websites, email newsletters, videos, or social media. What is the mix of media channels that your audience uses? To leverage channels effectively, you need to know how your target audience uses each so you can effectively in allocate your resources towards effective campaign tactics.
4. Establish strategic partnerships
You must choose the right partners who have the experience, connections and access to the level of data you need to reach your target audience. This is where finding the right agency for your goals is important. Working with experts and big players will help you best achieve the results you desire. For example, if you want to target college students, Facebook will be a key channel to reach that audience. But if you want your app to reach the top of charts in the app store, you will want to target a much broader audience on a wider range of channels. Establish partnerships with an agency that has been to proven achieve the results you desire.
5. Test your campaign via soft launch
A soft launch is the controlled release of a campaign in a test market that closely mirrors your primarily market, allowing you to test your campaign before the official launch. Choose a test market that shares similar characteristics to your target audience. For example, New Zealand, Australia and Canada are often used as test markets for American campaigns. You can run your campaign across a mix of channels to discover which ones are most effective for your audience. A soft launch is very cost-effective because you can quantify your audience’s behavior, identify potential issues and ensure you enter the biggest markets with a tried-and-tested campaign.
One final word: throughout your campaign, before and after launch, remember to be open-minded! Learn from what the data tells you; accept challenges to your assumptions. Nothing is set in stone: your ideal audience may not be who you thought.
This article was written by Nikki Dance, PR & Marketing Executive on March 23, 2015.