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Tag : Online Social Media Marketing

Creating A KPI Measurement Plan

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It’s time to talk about KPI for your ROI, or key performance indicators for your return on investment. Analysis of these figures are extremely important because it’s what really drives business growth.

Since its genesis, social media has rapidly evolved, becoming a landscape which focuses heavily on quality over quantity. This is a proven truth due to the number of businesses investing big money into their social media budgeting. 

Sharp marketers have the know-how to develop social media strategies that provide a foolproof value proposal measuring the appropriate data and pivoting when needed to reach business targets. With this strategy, the value always presents itself through the measurement of the correct social media KPI data.  

So how do we define our bottom-line marketing needs through key performance indicators?

In order to discover this answer, first, it’s necessary that you define your social media marketing needs. For example, do you need to reach new audiences? Or are you wanting to ramp-up sales for a new service or product launch? These are just some of the questions you can ask yourself to pinpoint this answer. 

After you have defined your critical marketing needs, you can now define measurable goals and set your own key performance indicators.

Here are some useful KPIs to consider: 

Audience tracking –  Track this demographic data with a social media analytics tool such as Google Analytics to prove campaign progress. When you compare this data against follower growth data, you’re enabled to track if your growth is coming from your chosen markets. Audience tracking also highlights customer trends and recognizes shifts in behavior. 

In this particular KPI, you’ll want to measure what your customers are saying as well. Consider tracking your number of direct mentions using a social listening tool that offers a keyword search function. 

Engagement measurement – This is possibly one of the most important measurements because it indicates that people cared about what you had to say, resulting in some action. The engagement metric highlights those you should be targeting in your retention efforts as well. Lucky for us, engagement is simple to measure, especially with tools like Google Analytics for a no-nonsense way of gathering this data. 

Influence – This can be a subjective metric and solely relies on your business or organization’s perspective for definition. However, no matter how it’s defined, you’ll essentially analyze your engagement metric and determine if the sentiment is positive, neutral, or negative and this will give you an influence measurement, answering the question of if your campaign is being well received by your targets or if it’s a flop. 

Lead generation funnel – Exposure, awareness, and engagement compose this measurement funnel. You can define your impact and presence through these social channels by understanding your campaign’s reach, engagement, and influence. 

After you’ve tracked this information, it’s time to organize it. Do so by using something as simple as excel to highlight metrics mattering most to your organization.  A good way to go about this is creating a tab for high-level overview of your all of your campaigns and a tab for the period of time the report is on. Tip: Use the same format you would use if you were reporting on a traditional non-social media campaign.

Conversion – The ultimate goal is to convert the user to commit to your desired action, correct? Because of this, the most important metric is your conversion rate. This reflects the number of casual users who performed the action asked of them. An increase in conversion rate is the best way to prove the success of your social campaign. 

One of the best things about using social media marketing is the tremendous amount of data that’s provided to marketers. You can make well-informed marketing decisions to reinforce your ROI by looking at this data objectively. In addition to quantified action tracking, keep in mind to always take full advantage of the raw feedback published by users too. 

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Are Your Employees Ready For Social Media?


There is a substantial difference between personal and professional social media. Just because an employee knows how to post cat pictures on Facebook or retweet a celebrity on Twitter, doesn’t automatically mean they understand how to manage a business page on these platforms. Those who run your company’s social media marketing will require some form of training so they can understand the intricacies of this industry. Like everything else, this type of education has a price tag and you should keep these options in mind while planning your 2017 marketing budget.

Thankfully, the internet has made it so your marketing employees do not have to attend a formal college for this education. Several websites offer online tutorial courses to show you the ins and outs of social media marketing and can explain what each platform requires. Facebook, Twitter, Instagram, LinkedIn, and the others all have very different mechanics. Your marketing team can learn all about them through companies such as Udemy, Lynda, and Shaw Academy. While all prices vary, each site offers premium services and classes, which explores helpful approaches, technical knowledge, and a broad range of lessons that allow you to have a full understanding of online marketing. If none of the above sites match your approach, a quick Google search will present many other avenues to consider.

Additionally, many marketing firms, The Go! Agency included, offers comprehensive consultation packages your employees can utilize. These kinds of sessions provide an in-depth and personalized approach that not only teach the industry of social media in detail but also incorporate your own business’s social media for an analytical approach.

From Facebook advertising to Hootsuite analytics, there is so much to learn in the world of social media marketing! Your employees will be able to expand your brand’s reach, study marketing analytics, and be as effective and efficient as possible in the growing world of the internet.

What training has worked for your employees? Comment below!

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