12 Nov Measure Up to the Competition – Make Your Metrics Effective
Last week, we discussed the social media metrics that matter when you’re evaluating the success of your marketing strategy. We covered some of the big metrics that you should pay attention to – user engagement, reach (organic and viral), and conversions.
This time, Social Spice Media is giving you the lowdown on what makes good metrics:
Keep it Simple
Your metrics should be easily understandable. If you run a business or work for one, the results you see following a social media campaign will determine the action you should take to improve your strategy. Most likely, you are not the only one at your organization who has a hand in the key decisions that are made. Whether you’re measuring page views, bounce rates, or the number of conversions your campaign has made, you need to use metrics that can translate into positive actions that’ll make your business more profitable (i.e. using certain keywords to boost your SEO and in turn, page views).
You need to be aware of what metrics work for your organization, as well as which ones don’t. Update your performance metrics regularly so that you’re always conscientious of what strategies to keep using. For example, if you’re spending more time marketing via Twitter when your target audience is 50 and older, your campaign is likely not going to be successful since that age group tends to spend less time on Twitter. Refocus your efforts to Facebook, email marketing, and other platforms where your target audience spends time. Using effective strategies three months after your initial campaign is no good – you should’ve done your research and implemented them from the beginning. Evaluate the metrics you’re using at least once a month so you can effect changes that need to be made.
Social media metrics are not one-size-fits-all. Every business is unique and what works for one company may not work for another. You wouldn’t measure the success of your business based on Snapchat metrics if a) Snapchat as a company is in a slump, or b) again, your target audience is an older demographic that rarely uses the app. Likewise, you wouldn’t continue using a strategy that has generated little activity in the past. This is why it’s important to stay up to date on the latest industry trends and adjust your marketing strategies accordingly.
Make it Actionable
In other words, if your social media tactics aren’t getting the results you want, you should be able to pinpoint what actions you can take to improve your website/social media page’s overall performance. Don’t measure an activity that you can do little to change. It’s all well and good if you can see that your sales are dropping, but you can take actionable measures when you are able to determine why a certain demographic of your audience responds better or worse to your content. Then, you’ll have identified what changes need to be made and map out a game plan to improve your strategies.
Need help navigating your social media strategies? Contact one of our team members at Social Spice Media. We look forward to getting to know you and starting a campaign to advance your marketing goals.
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