View Larger Image 5 Ways to Use Metrics to Improve Your Social Media Marketing Do you review your websiteâ€™s metrics on a regular basis? Are you struggling to figure out how you can better use the data? To know which of your marketing efforts are most successful, you need to look beyond the numbers. Explore what they mean and figure out what parts of your strategy need to be adjusted to increase your reach. Here areÂ five ways metrics can improve your social media marketing. #1: Determine Which Stats Matter Before you enter into any metrics analysis,Â decide what you need to track and how youâ€™ll track it.Â Google Analytics is clearly the go-to, although there areÂ other analytics sites. Most social channels have their own insights, as well The article asks this important question: â€śWhat are you hoping to get from your social media marketing?â€ť What you track will be different for each answer, whether you want toÂ optimize for sharing,Â click-throughs,Â signupsÂ or even just visits. Lee delves into the types of metrics to track, key tools, metrics definitions and conversions. Plus he goes into detail in a variety of scenariosâ€”engagement vs. reach, retweets vs. clicks, traffic/day vs. traffic/post, page views vs. attention and more. This resource has plenty of information to help you prioritize your metrics. #2: Analyze Your Content Strategy In all social strategy, content is key. Find which content gets the best response so you can create more of it. â€śAt the heart of any content marketing strategy is the editorial calendarâ€ťÂ Ben suggests creating a table withÂ your blogâ€™s content data, and then track key performance indicators like site visits and conversions (per Google Analytics), as well as engagement. Once youÂ create a chart for your own original content,Â see what data you can compile from competitors, guest posts and even your social media posts. With everything laid out by the numbers,Â look at what content gets the best performance and strategize accordingly. This will improve traffic and generate more engagement, conversions and customers. â€śTaking a data-led approach to your content marketing not only gives you a stronger strategy,â€ť Ben explains, â€śbut also allows you to identify new opportunities from your competitorsâ€™ activity and your audiencesâ€™ preferences.â€ť #3: Track Post Performance There is immense value in building and maintaining your online community. Equally as important to looking at what content is most popular isÂ looking atÂ what content converts best so you can create more of itÂ toÂ get more leads. Conversions from guest posting:Â Guest posts can result in immediate and ongoing traffic. However, you must engage with your new audience to see which sites convert best, and also add value so the new visitors return. Check All Referrals in Google Analytics to see which sites give you the best traffic. Conversions from your own blog content:Â While some blog content converts well, some may not do as well. To see your content conversions, go to Google Analytics. Be sure to set up the goal in the Admin screen beforehand. Select Behavior > Site Content, > Landing Pages to see the conversion rate of your blog posts. Analyze what influenced the higher conversions. Conversions from social media campaigns:Â What social sites are most beneficial to your brand? Check Network Referrals under Social in Google Analytics toÂ see which ones your readers are coming from. Tracking specific shared campaigns:Â ToÂ do comparisons when you share the same content on different social channels, use custom URL builders. This is also helpful when you want to compare results for advertised links vs. organic shares. Tracking the value of awareness andÂ engagement:Â Track where your leads come from, whether you use the social channelâ€™s insights or an outside app. Ian recommends using a tool likeÂ LeadSocialÂ to do this kind of research. Technology makes it easy to see where activity comes from. Replicate the actions that have the most conversions so you can get the most benefits. #4: Measure Marketing Success Leads are great.Â SalesÂ are even better. Use metrics to measure the effectiveness of your campaigns so you can assess and alter them for futureÂ marketing efforts. Counting things.Â At minimum, Heidi says, track numbers for the following: sales (gross sales, returns and net sales), purchasers (contacts, prospects, customers and advocates), costs (variable and fixed) and items (broken down by type and category, depending on your business). Developing rates.Â To understand marketing effectiveness, you need to examine certain items in relation to one another, such as peopleâ€™s response and conversion rates, and itemsâ€™ order rates and size of orders. In terms of sales, track sales per customer, average sale and value. For costs, look at costs per media viewer reached, costs per buyer and costs per contact. Assessing things over time.Â Analyze items over various periods of time, ranging from hours and days through months, years or marketing campaigns. Choose times based on your business so you can track trends, and also see what works best at what times for your business. Heidi shares a simple framework that can be scaled down to suit smaller businesses or expanded for larger ones, based on need. The key is toÂ keep these numbers in mind for future businessÂ soÂ you can develop it and increase sales over time. #5: Review Website Traffic If people canâ€™t find your site, whatâ€™s the point of having one?Â Make sure your site is getting consistent and growing traffic.Â If it isnâ€™t, find out why. Audience:Â Go to Google Analytics and look at new vs. returning visitors inÂ Audience reports. If new users are declining, it usually means you have an acquisition problem. A decline in returning users could mean a content problem. If itâ€™s both, it could be a structure problem. Christopher was having challenges with both. Acquisition:Â If youâ€™re losing traffic, itâ€™s important to locate the disconnect. Lost traffic from returning users means people have lost bookmarks, forgotten to type in the domain or donâ€™t look for your site via search. For new visitor decline, organic and search are the culprits. Behavior:Â To look into the problem, Christopher went over to Googleâ€™s Webmaster Tools. Turns out his sitemap panel wasnâ€™t indexing all of his pages. It was actually reporting one of every five URLs. So he resubmitted his sitemap, which should make all the difference. To solve audience problems, start by looking at the numbers. Once you identify the problem, you can fix it. And ideally get back to growth for both new and returning visitors. Conclusion Performance of your website, content and social media all impact your bottom line, whether itâ€™s your sales, customer acquisition or any other business goal. Monitor your metrics regularly and alter your strategy accordingly to get the most return on your social media time and effort. Metrics may pose a challenge; however, once you make the numbers work for you, it could mean more customers, business and sales. ravid_nnc_dev2018-12-07T10:43:48+00:00 Share This Story, Choose Your Platform! FacebookTwitterLinkedInRedditGoogle+TumblrPinterestVkEmail Related Posts DecodeUp Private Limited (formerly known as NNC Infotech Private Limited). Proud to be Named a Top B2B Company by Clutch! Gallery DecodeUp Private Limited (formerly known as NNC Infotech Private Limited). Proud to be Named a Top B2B Company by Clutch! AI & The Future of Marketing Gallery AI & The Future of Marketing SEO and your digital marketing strategy Gallery SEO and your digital marketing strategy How to Collect Leads Using Google Adwords Gallery How to Collect Leads Using Google Adwords Mobile Wallets: Are Standard Wallets Nearing The End Of Their Product Lifecycle? Mobile Wallets: Are Standard Wallets Nearing The End Of Their Product Lifecycle?