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Seems like everyone has turned to social media for marketing their brand or product but too many of them fail to see the big picture when it comes to determining the efficacy of their campaigns. While it’s important to keep up with the latest digital marketing trends, if you can’t accurately measure success then you’re not taking full advantage of the power of social media.
Simply put, you need to do more than just create and post your content. You also need to track your results so you can fine tune your efforts for the best possible outcomes. If you’re not doing this, you’re not really running a smart or competent social media marketing campaign.
Perhaps this is the first you’re hearing about such things or maybe you’re just not sure how to go about measuring your performance because you’re unfamiliar with the proper data or metrics. That’s okay, many small business owners have some degree of difficulty in managing their social media outreach.
But with a little bit of ingenuity and a lot of know-how, you can harness all of the potential that social media has to offer. We’re going to help educate you on the ways in which you can turn an underperforming campaign into a successful one by analyzing all of the pertinent data.
Devising Your Campaign
The first thing you must do before mounting any sort of social media campaign is decide on what you hope to achieve with it. This can be pretty much anything and it must reflect the direction you wish to take the thing you are marketing.
It starts with knowing your brand or product inside and out and deciding on which audience you are looking to reach. It’s not enough to say that you want to reach “everyone” or “as many people as possible” because that’s too unfocused. You need to create a smarter, more effective target in order to reach the audience who will actually engage, interact, and/or complete a purchase.
It’s possible the very first barrier to social media marketing success is that you have not properly determined your social media goals. That begins with knowing your target demographic and creating specific goals that you need to achieve in reaching that group. So what is it you are relying on social media to accomplish for you? Better yet, how do you plan on making those plans a reality?
Think long and hard about all of it, then decide which social media sites and portals are going to best help you succeed to those ends.
So if your campaign isn’t quite getting the job done, you may not have assigned it a job to do just yet. Come up with a list of relevant purposes that will help get your message out to your target audience. The great thing about social media is that you can use it for a wide range of things, whether it’s merely passing along information, answering questions, offering solutions to a widespread problem or simply providing your customers with an outlet through which to speak their own minds.
Measurable Metrics
So now that you’ve established all of the criteria necessary for mounting that wildly successful social media marketing effort, you want to build a a set of standards by which you can monitor your progress and make the proper corrections in fine-tuning your campaign.
This is done through taking those decisions you made about goals for your campaign and working on tracking the specific metrics that will monitor the ways in which you hope to achieve the goals of your campaign.
For example, let’s say the goal of your campaign is to increase engagement with your customer base. You want to know how well you’re doing in that area so you need to create the metric by which you can determine success versus failure.
When it comes to engagement, the metrics to examine are the number of comments, replies, retweets, participation rates, all of the social media factors that demonstrate how much your target audience has engaged with your pages and your content on the social media platforms you have chosen to use.
Maybe the goal of your campaign is to gather more fans or followers. You can then track who is contributing on your pages and the influential impact they have. Are they retweeting your content and do they have hundreds of their own followers or millions? You can ascertain all of these things by establishing which metrics you want to monitor for the best possible data on the efficacy of your campaign.
Going Deeper
Taking the above examples into consideration, your metrics for success don’t just stop at vague numbers and rates. You can dig even deeper to get very specific real time data to tweak any number of factors of your campaign in order to reach the most ideal parameters for maximum success.
You’re eager to increase your engagement with your target customers. But your current metrics show that those numbers aren’t where you want them to be just yet. So you need to get some additional information as to finding the best possible strategy for maximum engagement. There a number of ways by which to do that across all of the various platforms.
One of the best methods to increase your engagement is to find out what time of day or night is the most ideal for getting those numbers up. This is accomplished by figuring out when your target demographic is most likely to engage with your social media campaign. When you have this valuable data you can then adjust the times for when you post new content.
That way you are posting content at the exact time when your audience is online and ready to engage. In addition, you can strategize your content accordingly to make your followers more compelled to engage with you and your richmond seo content.
Moving Forward
These are just a small sample size of the wide-ranging collection of metrics through which you can track the progress of your campaign. You may have different goals with alternative objectives and thus, you’ll need to track a whole new set of metrics that don’t relate to engagement but reach or driving traffic to your website, or any number of other factors.
When you get this information, treasure it and analyze it because this will be invaluable data for customizing and adjusting your campaign for complete and total success.
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