As a small business owner, you may be reluctant to invest in social media marketing campaigns solely because you aren’t sure how you to measure social media ROI. There are so many different ways you could measure your social media marketing success to really figure out which platforms are working for your brand.
By following the tips and tricks below, you can start making social media really work for your business.
Determine Your Goals
When thinking about creating a social media campaign, you must first decide what you want to achieve from it. Are you looking to create brand awareness, better sales figures, or increase traffic to your website? Once you have this down, you can begin to start creating your campaign with this in mind.
Use Goal-Driven Metrics
Once you have your goals, you’ll need to know how to measure them. If you’re looking to increase brand awareness, then you may want to measure engagement. If it’s increased sales you want, then the visitor-to-customer conversion rate may be more suitable. Simply measuring the amount of “likes” or retweets you receive may not be enough.
Remember the Close Relationship Between Social Marketing And PR
These days social marketing and PR are slowly morphing together. Any company with a Facebook page or Twitter account now has a direct line to its customer base. While it may seem like too much work to maintain these accounts, it’s been suggested companies consider the COI, or cost of ignoring, social media.
Use Google Analytics
If you’re monitoring the traffic coming to your website, a good way of doing so would be with Google Analytics. With the program installed on your website, you can visit the site and track exactly where your visitors are coming from, whether it’s from Google searches or your Facebook page. This gives you concrete numbers to work with.
Try Call Tracking
Call tracking is a simple strategy that allows you to track social media engagement, especially on Facebook. By listing different numbers on your social media pages, you can track exactly where your customers are engaging with your business. For example, 12 Keys Rehab used call tracking on Facebook and its website, like so:
By using these two different numbers, a company can track exactly where the caller visited in order to contact it, giving it concrete information on which social media sites do and don’t work.
Measure Your Direct Conversions
If you deal in ecommerce, you can set up your analytics to track how many people visit your social media page before buying a specific product. That way, you can keep track of exactly how much money a site such as Facebook is helping you bring in. However, it’s worth remembering that while sales are a great byproduct of your social media presence, they aren’t the main goal.
Plan for the Future
If you’re tracking your social media campaigns, take note of what does and doesn’t work. If a certain social media site isn’t working for you, concentrate less on it or drop it altogether. If one is getting good results, think about how you can build upon that presence and goodwill.
When used and monitored properly, social media can be a fantastic and relatively easy way of reaching your client base. Social media is more immediate than other forms of advertising, meaning you can instantly pick up on something that’s not working and rework it on the fly. This does also mean the margin for error can be greater, but when the campaigns are managed with care, they can be incredibly successful.
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This guest post was written by Anum Yoon. Anum is a personal finance blogger who loves sharing her hard-earned insights about money management. You can read her updates on her blog, Current on Currency. If you would also like to get your guest post published on Bizzvenue click here.
