How to get maximum value from seasonal marketing campaigns

Category: Marketing strategy and tactics

Black Friday is once again upon us. It’s that crazy time of year where consumer spending goes through the roof, and marketers send (literally) billions of promotional emails.

But it doesn’t stop after November 26th.

Capitalising on campaign data for the future

If you’re planning seasonal marketing campaigns this year, have you thought about how you can capitalise on the data you’ll gather? What can you learn about customer behaviour and preference that you can apply to future campaigns?

In a fairly short period of time, you can gather an immense amount of insight into your customer behaviour: their preferred marketing channels, keywords, times active, attention spans, content preferences, and more.

First, you start off by monitoring all the right seasonal marketing trends for your industry and tracking the following metrics (at least) from your marketing campaigns:

  • Impressions
  • Social reach and engagement
  • Email opens and clicks
  • Website traffic
  • Traffic by source
  • Pageviews
  • Conversion rate
  • Overall ROI

If you have call tracking in place, you’re also sitting on a potential gold mine of insight into customer behaviour that you can take directly from their phone calls.

And if you don’t have call tracking yet, read on to see what you could be missing out on!

Capturing data from seasonal marketing campaigns

So, what exactly can you learn from call tracking data once your seasonal marketing campaigns are done and dusted?

  • Uncover hidden PPC call conversions to see the true ROI of your ad campaigns. Not everyone will complete a purely digital buying journey. Depending on your product or service, there are customers who see your ads and visit your website, but decide to call you at a later date. Without call tracking in place, you won’t be able to link these enquiries and sales to your paid search campaigns.
  • See at a glance which activities and sources deliver the best results. Call tracking helps you determine the true ROI of your marketing channels. You can know for certain which marketing campaigns customers responded to, and what your return on investment for each channel is – right down to the activity and keyword.
  • Understand ROI and customer behaviour across every marketing channel. Multichannel campaign tagging allows you to easily segment multichannel marketing campaigns and discover how customers prefer to buy from you.
  • Get more from your A/B testing. Tag your campaigns and test everything from copy and creative to calls-to-action to see what worked best.
  • Know exactly why people call you. Mediahawk’s speech analytics feature automatically spots keywords in conversations so you can instantly prioritise the calls that have a higher value to you.

As you can see, there’s a lot of insight you can gather – and this is just scratching the surface.

Insights to gather from seasonal campaign data

You’ll want to draw some analysis to feed into future campaigns once your seasonal marketing activity is over.

The advanced reporting features in call tracking software like Mediahawk identifies which marketing channels delivered the most sales, higher-value sales, and sales of specific products. You can also improve website conversion rates by identifying the pages that callers tend to visit most and call from.

You can quickly and easily compare paid ad performance from Google Ads, Microsoft Advertising, Facebook ads, and more. And your speech analytics data will give you insight into how to convert more paid ads by spotting keyword trends in customer conversations.

When your telemarketing teams respond to leads, Mediahawk’s outbound call tracking features captures data that lets you analyse the outcome of each call and high-level metrics. It gives much more insightful data than VOIP or desk phones, with no extra software required.

Mediahawk assigns unique reference IDs to each of your website visitors. These ID’s allow you to link your calls and sales directly to your marketing activity, and view the user journey across every single visit. It’s easy to track non-linear customer journeys too, with call-to-action tracking, so you can see all online interactions, such as form fills and live chats, alongside phone calls,

There’s a huge amount of insight you can gather from this busy period

What we’ve discussed here is merely a starter for 10. If you dig deep into your seasonal campaign data, you’ll find a host of useful nuggets than you can feed into future campaigns – seasonal or otherwise.

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.

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