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When you publish a social media campaign on a platform like LinkedIn, you need a way to gauge the audience’s response. What are people saying about it? Who’s engaging with it, and are they taking the desired next steps? What messages and visuals capture their attention, and which barely make a blip on their radar?
Without the ability to monitor and measure campaign performance ― or understand what those measurements mean — each new campaign strategy is built on ROI’s worst enemy… guesswork.
Marketing performance management refers to the tools and practices marketers use to evaluate how their content is performing — so they’re not forced to rely on guesswork when optimizing their campaigns. It typically involves using AI, automation, modeling, and machine learning to:
Gather and analyze data from multiple platforms and channels
Identify and visualize trends in the market and your audience segments
Make predictions of future outcomes
Generate recommendations for subsequent actions
Putting your short- and long-term LinkedIn and social media marketing strategies into action requires having the right tools — and a marketing team that’s confident using them. As you continue learning about different marketing performance management tools and practices, look for solutions that check off these critical features:
Is it intuitive? Adding a new solution to your tech stack is no small decision. An intuitive solution with drag-and-drop capabilities and an easy-to-view dashboard will speed up adoption and ensure greater confidence among marketers.
Is it unified? A tool that lets marketers publish content, view analytics, and listen to engagement from a single platform will save them from hopping between tabs and applications, and help eliminate errors.
Is it ROI-proven? Listening and engagement tools reduce tedious manual work and help identify waste, which can significantly impact ROI. When looking to support your marketing performance management efforts with technology, look for solutions with a proven track record of generating a return, saving time, and making the best use of team talent.
Lastly, it’s critical to find strategic tech partners who understand your goals and work to support them. Interested in learning more about how you can deliver messaging that entices, builds relationships, and drives conversion across channels? Check out all Khoros offers in partnership with Talkwalker to help companies boost productivity and grow brand love, all in one solution.