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Tag : social media marketing analysis

The 20 Questions Every Social Media Marketer Should Ask

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When someone first signs up on a social media platform for personal use, they are forced to think about themselves a great deal. Facebook, Instagram, LinkedIn, and all the other sites want you to create a cohesive digital identity on their sites for several good reasons. It will help tailor content to your specific interests, allow people you know to find you, and allow the social media experience to be the personalized journey it was always meant to be. That being said, even for those creating a personal profile, it can be a daunting task to answer all these questions. Creating a social media presence for your business can be just as challenging.

As a business owner, you should already know your company inside and out. But how well do you really know your work? There’s no doubt that your knowledge about your enterprise will be put to the test when setting up your social media pages. Yet this goes beyond knowing your mission statement or hours of operation. You have to ask yourself what the goal of your marketing is. What do you want out of  your social media marketing journey? 

I created the following questionnaire that you should keep handy when starting out. As you will see, most business owners will be able to answer some of these questions. However, others will require a bit more thought. Have your marketing team ready to do some some soul-searching for the sake of the business! 

1.  What is your industry? 

2. Who is your perfect customer? Which demographics do they belong to?

3. Do they interact with your business online or in person? 

4. If you were a customer, what information would be needed to have a successful and positive experience?

5. What are your business’s basics? (Hours of operations, address, phone number, email, website, etc.)

6. What is the tone of your brand’s message?

7. What are your spotlight products or services?

8. What products or services are the most profitable?

9. What is your desired geographical reach? (The people in your town? In your state? In your country?)

10. What is your business’s online presence before social media?

11. What content does your ideal customer actually enjoy to read, listen to, or watch?

12. What content do your competitors share? 

13. What online presence do your competitors have?

14. How much are you willing to spend on social media advertising?

15. What visuals do you have at your disposal?

16. Who are the thought leaders in your field?

17. What news sources can you incorporate into my mix?

18. What are the busy and slow times for your team?

19. What pre-existing marketing material (blogs, podcasts, banners, etc.) do you have to use?

And of course the ultimate question: 

20. What is your marketing goal?

The reason why number 20 is so critical is due to social media’s diverse possibilities. A somewhat outdated mentality when looking at marketing is trying to figure when and how you are going to get your money back. In other words, return on investment, or ROI. However, while return on investment is important, there is another ROI that should be considered – return on influence. Social media has the ability to increase your stance as a legitimate and influential thought leader in your industry with a large following. Keeping this in mind, your ultimate marketing goal could be the following: 

–  Increased website clicks 

– More blog visits

– Increased podcast listens

– More substantial sales inquires

– Improved lead generation

-Better quality customer service and communication

Social media marketing can do all this and much more, but you have to figure out what your business’s particular focus needs to be, otherwise your online marketing strategy will be a mess and not produce anything at all.

As you go through this book’s many lessons, keep in mind your answers to this questionnaire and determine how your goals can benefit from these strategy ideas.

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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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