As Peter Drucker said: “You can’t improve what you don’t measure”
One of the biggest challenges in marketing is figuring our whether your efforts are working. KPI’s will allow you to measure the success of your marketing efforts. They are measurable metrics that gauge the overall marketing performance over time.
You can track the traffic they direct back to your website through Google Analytics
You'll see exactly which platforms give you the most traffic to help you focus your efforts on the social media that are already naturally generating results.
A tool such as SEMrush, Hootsuite can be used to help get an overview of all your social media analytics such as engagement metrics (Likes, Reactions, Comments). But each social media platform has them too.
1- UNIQUE PAGE VISITS
This will help you to measure of your content success by the traffic it’s receiving. Take a look at your unique page visits to see how many people are visiting your page on a daily, weekly, or monthly basis.
2- CONVERSION RATES
When it comes to content marketing, you’ll want to ensure you’re optimizing your conversion rates at every possible opportunity. If not, you risk losing valuable leads who would have converted, but decided not to for one reason or another. The way a first-time visitor interacts with your site is very different from how a returning visitor interacts.
3. COMMENTS AND INTERACTIONS
Comments on your content are great indications that your content is sparking conversation and making an impact on your audience.
4. COST PER CLICK (CPC)
If you’re promoting your content via pay per click ads or sponsored social postings, track your cost per click to see your return on investment for those campaigns.
5. LEAD GENERATION
For many businesses, content marketing is primarily a lead generation strategy, which is used to acquire leads through forms and content downloads. Keep track of how many leads originate from a piece of marketing content, so you know what type of content is working for you.
6. SHARES
While many consider “shares” to be somewhat of a vanity metric, they’re worth keeping track of so that you can see which channels your content is resonating on.
7. COST PER LEAD (CPL)
Similar to CPC, cost per lead is another valuable metric you can start tracking to measure your content marketing ROI.
8. Heat Mapping
A heat map is visual representation of the engagement a page on your website receives. It uses a colour spectrum to determine which sections of your page are better at holding attention. The “hot” sections attract the most amount of attention, and the “cold” sections attract the least amount of attention. By using a heat mapping tool you’ll be able to see where your customers are clicking and get an idea on the content that they deem as most valuable.
Social Media KPI's
Facebook Analytics
To access Facebook Page Insights, go to your Facebook Page and click Insights in the top menu. If you don’t see Insights in the menu, click More to bring it up.
You’ll be taken straight to your Overview, which you can access again at any time by clicking Overview in the left-hand menu.
The Overview gives you a bird’s-eye view of everything that’s happening with your Facebook Page. You can choose to view data for the last seven or 28 days, for the current day, or for the previous day. Here, you’ll see a set of graphs with top-level metrics for a number of categories:
• Actions on Page: The combined total clicks for your contact information and call-to-action button
• Page views: Total views of your Facebook Page, including by people not logged into Facebook.
• Page Previews: The number of times people hovered their mouse over your Page information to see a preview of your Page.
• Page Likes: The number of new likes.
• Post reach: The number of people who saw your posts in their timeline.
• Post engagement: A combined total of post likes, comments, shares, and other engagements.
• Page followers: The number of new followers
What to track using Facebook Insights
Facebook Page Insights can help you with the following questions:
Reach and engagement: How many people saw your posts? Who interacted with them? Which posts did people hide? Did people report any posts as spam?
Actions: What actions do people take on your Page? How many people click your call-to-action button? How many people click through to your website?
People: What are the demographics of the people who visit your Page? When do people visit your Page? How do people find your Page?
Views: How many people are viewing your Page? Which sections are they looking at?
Posts: How are your posts performing over time?
Instagram Profile Analytics
Can be accessed directly through the “My Profile” page where your posts live.
This page shows you insights for a week of time. You can see the following from here:
• Impressions: The number of times your posts have been seen during the time frame.
• Interactions: The number of actions taken on your account.
• Reach: The number of unique accounts that have seen any of your posts.
• Profile Visits: The total number of profile views over the week.
• Website Clicks: The number of times visitors have clicked the link to your website from your profile page.
• Mentions: the number of times your account’s handle has been mentioned by other users.
To build your brand awareness the following metrics should be focused on:
• Follower count: A growth in followers corresponds to a growth in brand awareness. If you’re seeing an increase in new accounts following yours, then this is a sign that your brand is resonating on Instagram. Some other ways to grow your followers is by running ads with this objective, partnering with relevant brands on joint campaigns, and holding contests where you encourage individuals to follow your account and like your post to enter.
If you have any questions or would like to know more send us a message through our contact us page or reach out to us on social media.
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