How to plan your next campaign

Last updated: January 13, 2017

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Product: HubSpot Marketing
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Once you analyze your campaign's performance and see what worked and what needs improvement, you can use your analysis to help plan your next campaign. If a campaign was a success, take a look at what went well and then duplicate the positive aspects in future campaigns. If a campaign didn't work well, see what needs improvement and focus on those areas for the next campaign.

Once you create and complete your first campaign, use the results as a guideline for future campaigns. Using the first campaign as a benchmark, see how the performance of other campaigns compare-- are they worse, the same, or better? From here, you can figure out what worked well and where you can improve.

Setting goals is a key element in producing rewarding campaigns. Once you complete your campaign, analyzing the results of visitors, contacts, and customers against the goals enables you to ask yourself: were they set too high, too low, or just right? Determining how you set your goals can help you improve the next campaign.

Read the following article to learn how to plan your next campaign based off of analysis from past campaigns.

Go to your Campaigns Dashboard

From your HubSpot Marketing Dashboard, navigate to Productivity Campaigns

Identify a successful campaign

In the Campaigns tool, identify a successful campaign to see what to use when planning your next campaign. A successful campaign can be defined in several ways, depending on your objectives. For example, if your goal is to nurture existing leads, you wouldn't necessarily gain new contacts, but you would want to get more visits and hopefully close leads as customers.

Here are some general parameters of success:

  • Your campaign met or exceeded its goals for visits, contacts, and customers.
  • Landing pages have generated desired number of visits, contacts, and/or customers.
  • CTAs have led to a desired number of submissions.
  • Emails have led to visits.
  • Blog posts have generated traffic and led to CTA conversions.
  • Social messages have led to a desired number of clicks.

In this step, you will see an example of a campaign that performed well and therefore can serve as a model for future campaigns.  The goal of the example campaign was to generate traffic across a few landing pages and blog posts.

Visits, Contacts, and Customers

Visits: In this example, the number of visits far exceeded the goal of 120. Most likely this was unexpected and the goal wasn't intentionally set low. In your next campaign, be sure to set a goal based on your previous performance to match your marketing effort capabilities.

Contacts: Out of the 21,302 visits, 328 became contacts which is a decent amount (just below a 2% conversion rate), especially considering the original visits goal.

Customers: Of the new contacts that this campaign generated, 12 of them is now closed as a customer. Even though this is less than the original goal, this campaign is still a success since the overall purpose of this campaign seems to be to generate visits initially and not necessarily customers.

Landing Pages

Out of the 14 landing pages associated with the campaign, there were 19,428 visits that generated 328 contacts and 12 customers. The visits in accordance with landing pages show that the landing pages were affective in generating contacts. Look at the performance of individual landing pages to see which one generated the customer and which ones generated the most visits and contacts. You can then use this information to help you when planning your next campaign. Take a look at the elements of the most successful landing pages-- it could be the layout, the form fields, etc-- and then replicate them in future campaigns.

Emails

The 2 emails associated with the campaign generated 0 visits out of 773 sent messages. Almost half of the emails sent were opened, looks like something could have been done differently to drive opens to become visits.  When planning your next campaign, observe what you did well in the emails that generated the most visits, such as writing great content, inserting promising CTAs or adding links, and then recreate the success in a future campaign. Click on Emails to see a breakdown of which emails performed the best.

Identify an unsuccessful campaign

In the Campaigns tool, identify a campaign that didn't work well to see what you can improve upon when planning your next campaign. Signs of an unsuccessful campaign may be:

  • Your campaign didn't reach its goals for visits, contacts, and customers.
  • Landing pages didn't meet your goals in generating a certain number of visits, contacts, or customers.
  • CTAs have a low submission rate.
  • Emails haven't led to visits.
  • Blog posts have led to a low percentage of CTA conversions.
  • Social messages haven't led to a high number of clicks.

Revisit your SMART goals and remember that a successful campaign's goals are attainable and relative to your business's historical data. Once you identify an unsuccessful campaign, pinpoint the specific elements that caused the failure.

In this step, you will see an example of a campaign that did not perform well. From here, you can learn how to improve your campaigns and what to focus on.

Visits, Contacts, and Customers

While the amount of visits associated with this campaign is relatively high, it didn't generate any contacts or customers. If the goal of this campaign were to generate traffic and build awareness around a particular topic, it could be successful just by looking at the number of visits. In this example, the content could have been interesting, but perhaps it was not enticing enough to generate contacts. In planning your next campaign, if your goal is to increase your amount of contacts, you could focus on generating contacts by creating more engaging landing pages. See more about this in the the next step below.

It is also helpful to set goals for visits, contacts, and customers so that you have a number to reach towards, and then once your campaign is complete you can observe whether your goal was attainable.

Landing Pages

This campaign is associated with two landing pages, neither of which generated any visitors, contacts, or customers. The lack of interest in the landing pages could be a sign that you need a more enticing offer and that the landing pages didn't deliver on the promise of the CTA. When planning your next campaign, think about the relationship between your CTA and landing page -- make sure that the copy on the CTA leads to a landing page that is relevant and focused so it is exactly what the visitor was expecting. This campaign only has two landing pages. You may also want to associate more landing pages with the campaign to increase the visibility of your offer and therefore attract more visitors and generate contacts.

If you already have several landing pages and you're still having trouble generating traffic and contacts, then you'll want to focus on improving the quality of the content. Read about landing page best practices, and refresh yourself here on how to create a landing page.

Calls-to-action

In this example, there are two calls-to-action (CTAs) that generated a total of 1,737 views, 83 clicks and zero submissions. Look at the breakdown of the individual CTAs that are used to see which one performed best and analyze the ones that did not perform well. Use these elements, such as color and copy, to help improve the CTAs in your future campaigns. Make sure that your CTAs have an appealing design and clear copy that matches the offer on the corresponding landing page.

You may want to associate more CTAs with this campaign to increase lead generating opportunities. If you already have several CTAs that aren't generating submissions, then you should focus more improving their quality. Read this article on CTA best practices for some guidance.

Emails

The five emails associated with this campaign did not generate any visits. Out of the 2,449 sent, 1,414 were opened which is a successful rate. There were zero visits through email. These results could be a sign that the subject is enticing, but the content of the email was not interesting enough to generate any visits to your website. You may also want to improve your links or CTAs within the body of the email. Look at the individual emails to compare the high performing ones with the unsuccessful so that you can determine what to keep and what to improve.

Again, you may want to increase the number of emails associated with the campaign to give your offer more visibility. On the other hand, if you already have several emails affiliated with the campaign, focus your efforts on improving the actual emails.

Blog Posts

This campaign example has a large number of blog posts attached to it. The 17 blog posts generated a total of 21,923 views and 1,102 CTA clicks and they have a CTA conversion rate of 1%. Look at the individual blog posts and compare the ones with the most amount of views and clicks to the ones with the least. From here you can determine the elements that worked well that you can reuse and elements that weren't affective. For example, compare the CTA in a blog post with a high number of clicks with a CTA in a post with zero or a low number of clicks. Take notice of the position of the CTA within the post as well as its copy and color. Capitalize on the elements that made your CTA successful and recreate similar ones for future campaigns.

You can also analyze the topics of your blog posts and see which ones received the most views. Is there any correlation between certain topics and a high or low amount of views? Work on improving blog post topics to increase traffic to posts associated with particular campaigns. Check out the Blog User Guide for more tips.

Social messages

This campaign is associated with four social messages through only one medium, Twitter. The messages have received 319 clicks. To improve this campaign in terms of social media, you could increase your usage to include the other social channels, Facebook and LinkedIn. Having your offer more widespread on other channels will help increase the visibility of your offer. Click to see the metrics on the individual messages to see which ones have received the most clicks. Compare those messages with a low number of clicks to those with a high number to see what you can do to improve your messages. It's possible that you need to include pictures, vary the length of the message, or add links. Then you can work on increasing the amount of messages to attract more visitors to your links.

Evaluate the amount of campaign channels used

Look at how many channels (landing pages, email, keywords, etc.) you used for the campaign and the effectiveness of each. To improve a campaign, you may want to increase your use of channels before you get into the details of creating more content or improving content quality. For example, if you associated landing pages and CTAs with your campaign and it hasn't reached its goals, consider adding emails, blog posts, and social media messages to your campaign as well.

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