The first question is how does a client define success in his business? Does the client have a well thought through business goal? The great advantage of the digital world is that success can be measured with various dynamic and insightful metrics, all you need to know is what you are tracking and why. Continue reading…
My client wants to increase their fan base in the social space, therefore, gives me a target of 100, 000 fans in three months and I achieve a 120, 000 fans at the end of the three months- that’s success to that client. Another client wants at least 50 women aged 20- 35 to register to attend an event, at the end of the registration period 51 women of the age group register to attend; that’s success to the client.
Like I earlier stated, success can be measured where there is a clearly defined business goal, what is the goal of a business either long term or short term- to make money right? So if after achieving 12,000 fans only 20 fans continuously engage with your brand and one fan purchases your product or patronizes your service, will that be termed success?
Success to my client with a clearly defined business goal is for example, I serve an Ad on the Google Network targeted at 18-25 years old in Nigeria with 1,000,000 impressions for 2 weeks and I get 500 clicks from my target audience, they click-through to my client’s landing page which also contains a form where they can drop their email addresses, 50 drop their email addresses and 15 contacted my client using the feedback form, so was the Ad worth it?
It should be clearly noted that these emails and contacts may or may not result in revenue immediately but are leads that could be converted and this can be done by creating another metric to convert these leads into revenue.
So, success to my client is getting the target consumers to perform an action that will lead to increase in revenue either short term or long term. What does success mean to you?
Agatha is the Head of Client Services, Strategy & Planning at Wild Fusion.Experienced in creative online marketing & sales solution. Social media enthusiast, digital extraordinaire. Loves to watch movies/series ‘Game of Thrones’ tops the list, loves the color purple, ginger with a soul.
