Does your company track its digital marketing efforts? Are you finding it difficult to choose which ones to focus on? If you answered yes to either of these questions, don’t worry; you aren’t alone. Social media marketing has brought with it a variety of new ways to reach customers, as well as potential ones. Along with these new tactics comes the challenge of measuring the results and how effective campaigns actually are. No one will argue that social media is the new face of advertising but, for some companies, is it worth it? Are they on the right channels, reaching the right audience? In this article are four key metrics your business should be tracking on a regular basis. Whether you monitor your mediums on a daily, weekly or even monthly basis, making it a habit to check these statistics is crucial. Let’s take a look:
Although this metric may not drive sales directly, it is the most important in terms of brand awareness. Likes, comments, shares and reach are all of the vital pieces of this puzzle. Producing content that people want to interact with is critical within a marketing strategy. In addition, the people who do respond positively to your content are more likely to relay that information to others. Facebook and Twitter have done a wonderful job developing and implementing software that tracks all of this for business pages. Under Facebook’s insights tab, you are able to see how your page is performing and find demographic data about your audience, and see how people are discovering and responding to your posts. You are also able to get an understanding on when your audience is responding to your content, this helps you to better form your timing strategy.
Brand Search Volume
Have you ever referred back to a company or brand you saw on a social media site while searching for something on Google? A 2009 GroupM study customers who are exposed to a brand via social media are 180 percent more likely to look for that brand when using search engines. Google Insights is a tool that allows you to monitor your company’s search volume versus your competitors. This allows you to see what types of content works better than others, which will drive better search results overall for your business.
Rather than pick up the phone to address an issue, customers are now taking to social media sites for answers. According to a 2013 study by NM Insight, 1 in 3 social media users prefer to contact a company via social media rather than make a phone call. Out of those who take to the web, only 36 percent said they had their issue taken care of quickly and efficiently. In order to establish and maintain relationships with customers, you must be willing to help them when they ask for it. Constructing a schedule that allows you to monitor questions and concerns people have about your business will allow you to keep up with these requests, ultimately leading to better customer loyalty.
Unfortunately nowadays, your website alone won’t get you into the top results of search engine result pages. Inbound links have now become a dynamic part of reaching more potential customers and are one of the most important elements in successful SEO. Incorporating these links to your social media channels is incredibly easy and effective. Do you integrate a link to your main website with a majority of your social media posts? If not, you need to rethink your strategy. Take a look at your competitors and see how many links they’re implementing into their content; this will give you a better idea of what you should be doing. Open Site Explorer is a site that allows you to track up to 1,000 links with the free version.
Hopefully these metrics will help you shift your marketing strategy in a better direction. If you are already tracking this information, great! Be sure to research other metrics that can help your company grow and be more successful, as there are many more. The digital marketing world is a crowded, overwhelming place that can cause large amounts of frustration. By evaluating our online presence and its effectiveness, we as marketers can significantly reduce this unneeded stress.