There are many facets of digital marketing that’ll enable your business to sit in a competitive position. One of these is social media marketing, which refers to using social media platforms for some of your marketing campaigns.
When social media first came into existence years back, it was mainly used to connect with family and friends from different parts of the world. This was done through sharing photos, leaving quick messages, or comments through posts. Today, the use of social media has made it beyond just that. The business community also favors it for marketing purposes.
For your social media marketing campaigns to be effective, there are certain factors that you’ll need to monitor. Some of these are:
5 Things You Need To Monitor When Doing Social Media Marketing Campaigns:
1. Your Goals And Objectives
No business will ever venture into any form of marketing campaign without any specific goal in mind. So, as you go full force with your social media campaigns, it’s also very important for you to monitor your goals and objectives. From time to time, check to see whether or not you’ve achieved your goals. Otherwise, you may be wasting time and money on efforts that don’t yield great results.
Generally, the top goals for social media marketing campaigns are:
- Lead generation. Followers don’t make social purchases by accident. You gain these through the proper efforts to drive these leads towards your account. For instance, you might want to exert effort in alerting customers about new products and promos with lead generation.
- Brand awareness. To improve your brand awareness, avoid posting solely promotional messages. Remember that you’re using social media for your marketing campaigns, which means you need to get a little more personal. Balance it out with content that emphasizes your personality and values.
- Increase in website traffic. When your goal is to increase web traffic, you need to keep an eye on the rate of conversions on your business. You can also achieve this through promotional posts or social ads on your various social media accounts.
Whatever goals you’ve set for your business, you’ll need to align all these with the different metrics you can use to measure your success. Some of these metrics are:
- Number of clicks
- Revenue gained
- Number of new followers
- Overall social media reputation
That said, learn more here about why it’s very important to take your social media goals seriously.
2. Your Target Audience
Like any other marketing campaign, with social media marketing, you’ll also necessarily have an audience or market that you wish to target and reach. Do monitor also whether or not your social media marketing efforts have led you to your target audience.
Remember that so much of what you need to know about your target audience is necessary to influence all of your social media marketing strategies. Your numbers or demographics should speak directly about the different kinds of content you should post on each of your social media accounts.
- There are more women than men on Pinterest, so your marketing campaigns should be a better fit for women than with men when posting on this platform.
- Facebook and YouTube are the prime locations of ads, given its high-earning user base.
- Millennials or Gen Zs dominate Instagram, so your Instagram posts should be attractive for the younger generations.
3. Your Budget
Don’t be too overwhelmed with all of the many different ways that you can market on social media sites. Always be reminded by your budget. It’s not worth going beyond whatever budget limit you’ve set for your social media campaigns.
As time passes, it’s expected that budgetary demands for social media campaigns will increase. So you’ve got to monitor whether or not what you have allocated right now is too little or too much.
Remember that your budgetary allocation should be enough to invest in the following facets of social media marketing:
- Social media analytics
- Campaign content
- Community engagement
4. Your Most Important Metrics
Every business has its respective needs or determinants of success. So, you’ve also got to monitor whether or not you’ve achieved the levels or metrics that you’ve set for your social media campaigns. Otherwise, you may need to make changes or tweak your marketing campaigns to achieve these different metrics.
Remember that no matter what product you’re selling on social media sites, all of your efforts must always be data-driven. This means focusing all of your campaigns on the social media metrics that truly matter to your business.
Here are some of these metrics that you need to keep an eye on:
- Post reach. This refers to the number of internets or social media users who saw your post. How far has your content spread throughout social media? When competition is becoming even stiffer, it’s all the more important to track your reach.
- Engagement. This refers to the number of social interactions on your social media accounts. Monitoring engagement necessarily means seeing who interacted with you on each of your posts and determining whether or not these interactions are positive. Studying these metrics can help you determine what impressions the general public has of your business and how willing they are to know more about all the products and services you offer.
- Likes. In social media, particularly Facebook and Instagram, it’s all about the likes. It may sound vain, but the number of likes your posts get on average is a good determinant of how your followers enjoy seeing your posts. That way, you can also monitor what kind of posts speak to them the most, and which ones have the weakest impact.
5. Your Content
Everything that you post on your social media accounts is content-related—for instance, the quick sentences on Twitter, the longer wall posts on Facebook, and the images or videos on Instagram. A huge bulk of a sound social media marketing strategy is necessarily dependent on your content. So it’s just but fitting for you to monitor it, too.
For example, if you wish to ensure that your content is optimized for your followers, ask yourself the following questions:
- Does your content have a great visual impact?
- Is your content useful?
- Does your content evoke different kinds of emotions to inspire your followers?
This list of things to monitor for your social media marketing campaigns should serve as your succinct guide in ensuring that all your business goals are met. Social media marketing can be quite difficult to master, and it’s not always as straightforward as it seems. These tips can help ensure that you don’t waste any of the time that you’ve dedicated to all of your campaigns. Social media marketing is very effective, but only when you put the right amount of effort and dedication to ensure its success.