Refining your marketing campaigns

Once your campaigns are set up and tagged, you're ready to go. But for real success, it's not enough just to set up some campaigns and then hope for the best. If you want real value for money on your effort and investment, you need to review constantly, track and refine your campaigns, prune anything that doesn't work and accelerate whatever does.

Tracking your campaigns

If your marketing is phone-based, then keep a log of your leads. If you're focusing on web-based sales, then this is where all your careful work tagging campaigns comes into its own.

Using the Business Tracking and Reporting feature in your dmAdmin control panel, you can view live sessions on your sales site, or view/download detailed historical information about your site visit. If you want to drill down into the data, you can download template spreadsheets that offer powerful pre-prepared pivot tables, enabling you to manipulate and gain more insight into your sales data.

Click to view a video on getting started with Business Tracking and Reporting

Reviewing your campaigns regularly

Aim for 15-30 minutes weekly to check how your campaigns are going. At the end of every month, you should spend an hour or so doing a more in-depth review - what's performing well over time? What's most time-consuming, expensive or difficult? What kinds of sales are increasing, what's ticking over, what's declining?

Save your weekly and monthly reviews where you can find them again easily. Then after a few months - quarterly or semi-annually - you should review your monthly analyses to pick up larger trends in the data.

Making decisions on the basis of reviews

How quickly you make changes will depend on your volume of business. If customer contact (eg website hits, phone leads) is relatively low, then be careful of making snap decisions based on a couple of weeks' data: average activity will fluctuate, and you could end up changing or closing a campaign that was just having a bad week. You'll start to get a feel for how often to review and make changes as time goes on, and you get more of a sense of average activity.

Sometimes, though, it'll be obvious that some things are working better than others. When you use BTR to review two tagged PPC campaigns, with the same budget, and realise that over 3 months one has earned twice the advertising budget in ValueAdd, and the other has actually lost money, it's pretty clear which campaign to continue.

Remember we're here to help

We want to you make money. So if you're not sure about a campaign, or you're stuck with something, don't hesitate to give us a call, or email us on dealersupport@dmclub.net.

Good luck!