Quality Control Measures for Effective Marketing Campaigns

From the nonprofit YMCA of Northwest Florida to the Coyle Institute women’s health practice, Lucid Advertising has led many different organizations to new levels of success through its in-depth, strategic and targeted digital marketing campaigns. As evident in its many case studies, Lucid’s successful campaigns were guided by comprehensive and conscientious quality control.

Introduction to Quality Control in Marketing

To enjoy the many benefits that go hand in hand with quality assurance and the increased levels of brand confidence and client satisfaction that go along with it, marketing organizations must stress quality control. The American Society for Quality defines quality assurance as the “part of quality management focused on providing confidence that quality requirements will be fulfilled” and quality control as the “part of quality management focused on fulfilling quality requirements.” A marketing agency can only offer assurances to clients if they have solid quality control standards in place.

Setting Quality Standards for Marketing Campaigns

Benchmarks for each marketing campaign should align with the client’s unique brand values and overall objectives and be universally clear, concise, relevant and reachable. Most importantly, they must emphasize practical and actionable applications to add value to the campaign and/or one or more of its various components. To make their value more concrete, you must be able to measure your quality standards with a great deal of precision. This means that you must set your standards according to quantifiable (numeric) benchmarks.

Quality Control Tools and Technologies

Perhaps unsurprisingly, a digital marketing campaign requires a range of state-of-the-art hardware and software to launch and operate. Thankfully, quality control measures are built into many of the top digital tools marketers use to monitor and manage campaigns. In terms of website development alone, the experts at Lucid Advertising can easily rattle off dozens of useful site optimization tools, including Google AdWords, SEMRush, Clearscope and Yoast.

Implementing Quality Checks Throughout the Campaign Lifecycle

From initial development to post-campaign monitoring, it is essential to integrate quality control into every phase and facet of digital marketing management. Consider running through a comprehensive quality control checklist after each significant step in your campaign’s creation, implementation and operation. After all, a few things can cause a steep drop in brand value, such as a reputation for inferior quality.

Training and Team Alignment

The best plans in the world will come to nothing without capable minds, hearts and hands to execute those plans. Therefore, it is essential to thoroughly train your marketing team on all established quality standards and practices. Furthermore, you must constantly update this training to meet the ever-changing demands of the rapidly evolving industry landscape and promote effective cross-team collaboration. For example, the ability to work from home has profoundly impacted the marketing industry. Although remote work comes with countless benefits, team leaders must ensure that all employees adapt to remote work smoothly while maintaining the same level of quality control.

Evaluating and Adjusting Campaigns Based on Feedback

The first step in marketing campaign optimization is the same as the first step in quality standard setting: You must define your objectives. Consider adopting precise, quantifiable benchmarks that reflect your ability to drive conversations, improve customer loyalty and/or enhance brand awareness. Using the right digital tools, you can systematically collect and analyze relevant data to measure your progress toward those specific benchmarks. Using the results of this analysis, you can make relevant changes or redouble your efforts in specific marketing areas that range from search engine optimization (SEO) to pay-per-click (PPC) advertising.

Maintaining Quality in Fast-Paced Marketing Environments

Strategic changes are a constant factor in the rapidly evolving world of marketing campaign management. However, this relentlessly shifting environment can make it tremendously difficult to uphold stringent quality control standards. As they struggle to meet tight campaign deadlines, marketing managers can maintain quality by prioritizing activities that carry the most value and putting the rest on the back burner.

Although some may mistake it as a waste of time, comprehensive quality testing and vetting early in the campaign development process can save you considerable time (not to mention hassle and money) down the line. Contact Lucid today to learn more about quality control in advertising and what a comprehensive marketing agency can do for you.