CXOs are continuously looking for new marketing strategies to boost their company ROI. That’s why in this post, we’ll explain to you how to improve ROI in marketing campaigns.

Establish ROI goals

Having a well-defined goal allows you to build an optimal campaign. The goals must be SMART:

• – Specific: The more specific, the better. For example, set a goal “increase ROI by 33%” and not just “increase ROI”.
• – Measurable: Ensure that your goals are measurable.
• – Achievable: Your goals also must be realistic, but don’t forget to be ambitious.
• – Relevant: The objectives have to be relevant to the whole business and not just for marketing.
• – Time-bound: Set a deadline within which you have to reach the goal.

Build a tracking plan

Once you launch the campaign, you must track it continuously to make sure you’re reaching your goals. That’s why creating a tracking plan is essential.

On the other hand, you must ensure that you’re using the right tools to track your campaigns. One of the best ones is Google Analytics.

Determine the metrics

You have to determine which metrics you want to track. Make sure that these metrics reflect the primary goal of increasing the ROI. However, the right metrics depend on your campaigns’ objectives. For example, if you want to increase the revenue, you should probably track the following:

• – Conversion rate: The percentage of new leads that convert.
• – Cost per acquisition: The total amount that costs a new customer.

On the contrary, if your objective is to boost your company consideration, the metrics that you should track are:

Implement marketing automation technology

Marketing automation can help your business by carrying out repetitive tasks automatically. Consequently, your team can save time.

For example, email automation tools can send emails at a specific pre-determined time or take particular actions.

Finally, marketing automation can also help in other areas, such as content personalisation, lead tracking and audience segmentation.

Create relevant content for your audience

Your content must be relevant and stand out from what your competitors are publishing. Nobody pays attention to conventional emails. They want to see customised content that can help their business.

So, we recommend building a content plan to set the topics you want to share with your audience.

Test on a continuous basis

In marketing, experimenting is crucial. Try different messages and channels to analyse which perform better. A/B testing is optimal to optimise your campaigns and achieve more significant results.