Social Media Marketing
Social Media ROI Measuring and Managing

Social Media ROI Measuring and Managing

Did you know that more than 60% of consumers today rely on social media before making a purchase decision? And about 71% of such consumers will more likely make a purchase based on referrals from the social crowd. That goes to say, that a lot of your business success rides on your social media presence.

Needless to say, social media activities are a big investment for businesses and it is essential that you measure your social media ROI to get a fair assessment of your efforts.

Measuring and managing social media ROI

To assess the results of your efforts, you must first set your decide what you want to measure- Brand awareness (traffic/followers) or lead generation or sales (conversions).  Accordingly, you can measure each KPI.

Here are a few things you can start with:

Website Traffic – Are your social media activities increasing your site traffic? Do you have more returning visitors or new users? If you see a constant increase in the traffic, then you should continue with your strategy. If not, then you might need to relook at your approach.

Followers – Do you see an increased number of followers on your social media page? Is it because of your regular marketing efforts or a particular campaign? Although more followers do not directly translate to increased sales, an increased outreach would mean brand loyalty and more awareness, which can prove to be beneficial in the long run

Conversions – Is your social presence resulting in increased sales? Or is it a particular campaign that leads to conversions? Look at your Page Analytics data to determine your leads and what is driving them.

Know your numbers

The numbers that you extract can tell you a lot more than direct results of your effort. You can also analyze the data on engagement, reach, impressions, views etc. Once you have all the data, compare the numbers (results) against your expectations and that of your competitors.

To monitor all your social media activities, you can either use the inbuilt tools provided by each platform or use comprehensive analysis tools like Google Analytics.

While you might be doing everything to boost your social presence, the dynamics of social platforms keep changing almost every day. With the help of a social media company and industry experts, you can enjoy increased ROI from your marketing investments

5 ways to be productive on social media

5 ways to be productive on Social Media

Social media marketing can be an overwhelming task. It involves multiple tasks like organizing, planning, and writing, designing, communicating, and analyzing data. Social media management blurs the line between creative, analytic, and management skills. Most often than not, in the process of multi-tasking across so many aspects, one loses out on the productivity, resulting in minimal output from maximum efforts.

To boost your productivity on social media and ensure that your marketing efforts bring real results, here are a few tips:

Plan ahead

Before you start doing anything, create a social media strategy, followed by a calendar which includes your marketing objectives, content theme, number and time of posts, and corresponding creative for each. You can create a monthly, or a quarterly strategy and create weekly calendars so you have your week scheduled. You can also use social dashboards like Hootsuite or Sprout Social to schedule posts.

Know your limits

As much as the social landscape looks alluring, you cannot possibly be present everywhere. While creating your strategy, assess where your audience is and target those platforms specifically. Limit yourself to three or maximum five platforms, which you cannot do without.

Stay updated

Instead of scouting through endless news feeds and trending posts, set alerts for content that are relevant to your industry. Share these as branded content with your business perspective to a generic news.

Be organized

When there are too many task to handle, there are chances you can miss out on something. Being organized remarkably boosts productivity of social marketing. Consider using project management tools like Basecamp, Trello, etc. to collect ideas, coordinate with teams, and set alerts.

Consider outsourcing

When you are pressed for time, outsourcing comes to rescue. With the help of a specialized social media marketing company, you can improve your social productivity. These agencies are always updated with the latest social trends and industry updates, and use their experience to boost your social presence, monitor activities and drive ROI, so you can focus on the other important aspects of social media management.

Do your marketing activities measure up to Social Media success?

Social Media makes for an indispensable part of your marketing strategy. Needless to say, you would do everything possible to make your efforts successful and increase your brand visibility on social media. But how do you know if your strategy is relevant and is working as expected? That is where social media metrics play a significant role.

Here are a few proven ways to measure social media success

Check for the effectiveness of your social media activities
To assess this, you must first set your social media goals and determine what you want to achieve out of your activities. Read, share, reply, click, purchase, or engage? The results of your activities will be effective accordingly.

Decide which metrics you want to monitor
Based on your ultimate goal, you will need to measure awareness, engagement, traffic, followers, and fans, or brand’s share of voice. Accordingly, you will only look at the numbers that matter.
For awareness– see volume, reach, exposure, etc.
For engagement– see retweets, comments, shares, replies, and participation in contests/polls/discussions.
For traffic– see URL shares, clicks, conversions, time spent on your site, activity on your site.
For followers– track contributors to your page/s/profiles and their influence on the rest of the audience.
For the share of voice– track your brand’s mention among your competition

Calculate the metrics that you need
You can look at ongoing activities to measure and monitor all social activities over a period (week/month/quarter). Or you can focus on campaign-based activities for specific results.
Once you know what to measure, look for tools to extract the data and analyze them. You can use the inbuilt analytics tools provided by most social media channels or use third-party tools.

Interpret the numbers that you extract
This is the most important part of your analysis and will determine if your social efforts are bringing any results or not. Compare a) number you got against what you expected, and b) your results against your competitors against related products/campaigns.

Numbers do look great on the monthly report but measuring social media activities can do more than that. It helps you learn about what is working for you and what isn’t, and what can you do to improve your strategy and create a robust plan.

Facebook ad mistakes that are probably pinching your pocket

Facebook Ads are a powerful marketing tool to grow your business. But it also has a great impact on your marketing budget, because chances are, that you are not doing something right. If you are a smart marketer, you can easily avoid the common mistakes and optimize the benefits of this trusted social media platform

Not testing images
No matter how strong your ad copy is, the image/s is the first thing your user notices in your ad, and testing them can largely impact your click-through rate. Run trials by adding a border, changing the colors, or different themes. Make at least 3-5 creative for every set of ads that you are running, so you can assess which one works the best for your audience and improvise your strategy going forward.

Too much text
Having too much text makes your ad copy weak and difficult to get eyeballs. Be concise but compelling. Highlight only the most critical information about your brand/offer that you want your audience to know about. You can always share details on the landing page to which your visitors click through.

With the help of the new text rating system by Facebook, you can assess if your ad copy is ‘OK’, ‘medium’ or ‘high’ in text.

Not targeting the right audience
Just because you are on Facebook doesn’t mean you can target everyone. By filtering your target group by age, gender, location, interests, or online behavior, you have higher chances of finding people who are interested in your offerings. Facebook’s custom targeting features helps you narrow down onto the right set of unique audience for your ad.

Same ads for everyone
When it comes to ads, one size doesn’t fit all. Your ads for new users should be different from the ads for those who have already clicked through them. While your current customers are looking for something new or different- like a promotion or offer, the new users are looking at information and awareness.

Whether you are an experienced or rookie Facebook marketer, chances of mistakes always remain. To maximize your efforts and ad budget, seek professional support from an expert social media marketing company who can help you with social media optimization, so your marketing exercises become successful and long-lasting!

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