Is your social content performing the way you expect? In this post we explore how to built analytics into your social media strategy.
Social Media Analytics should be the cornerstone of your Social Media Strategy; you'll use them to understand if your social media execution is working effectively, and to guide your future decisions to ensure the best possible Return on Investment. Understanding and leveraging your analytics will enable you to get the absolute most out of your time and marketing dollars.
There are a variety of important metrics to consider, so let's start by diving into them:
Social media marketing typically isn’t about engagement. Most marketers strive to optimize link clicks or impressions. Link clicks can drive sales, while impressions increase brand awareness.
With this in mind, engagement is typically not in the forefront for most marketers.
However, engagement is extremely important. Engaging content will not only reach more people (impressions), but it will also lead to a higher click-through rate (CTR). Think of a social media post that has no engagement. It’s somewhat siloed to only your followers.
Once one of your followers likes, shares, or comments on (engages with) your post, it will be extended to their audience thus increasing the reach. The more people that engage with your post, the greater potential reach it will have.
On a historical graph, that looks like this:
You’ll notice as engagement increases, so do impressions. The more engaging your post is, the more people you’ll reach. The other effect of posting engaging content is social validation. If a post has a lot of positive feedback, people are more likely to click on the link supplied which increases website traffic and hopefully increases sales.
Using dynamic content has proven to have an 89% higher engagement rate. Cloud Campaign gives you the power to dynamically share content to social media based off of the weather and trends. Try it out with your free 30-day trial.
Analytics are only valuable if you can understand them. Let’s dive into Cloud Campaign‘s social media analytics to help you better interpret them.
Reach / Impressions: The number of times a given post was viewed (not unique users)
Engagement: Likes, comments, or shares
Post Type: A type of post defined by its characteristics (ex: image post with short text containing hashtags and a link)
If you manage social media for your clients, it’s important to be able to convey the value that you provide. We’ve made this simple through client reports. Client reports are the one-click social media analytics you’ve been waiting for. And, they’ve become even more useful with our latest feature — ROI metrics. To add ROI metrics to a client report follow these simple steps:
1. Log in to Cloud Campaign and navigate to the reports section
2. Click ‘New Report’
3. Choose the desired date range and click ‘Toggle Advanced’ to enter marketing spend
Click ‘Generate Report’. Now when you share the report with your clients it will include ROI metrics such as cost per engagement, cost per impression, and cost per follower.
View the report here: Sample Client Report
As a marketing agency, more clients means more money. But selling a new client can be tough if you don’t have some numbers to back your claims. Use these seven stats to land more clients.
Consumers like the option to connect with business on platforms they already use. Not being on social media means users are forced to put in additional work to connect with brands, and moreso, likely won’t put in the additional work.
If companies want to conduct more business, they need to be on social media. Not only can your clients find more business, they’re more likely to close deals on the various platforms.
If 6 hours a week can increase traffic, just imagine what your marketing agency can accomplish with a dedicated marketing team in place.
Increased web traffic means increased visibility and increased sales.
With nearly 4 Billion people on the internet, there is a huge potential to market on social media.
More leads = more customers = more revenue. The granularity of targeting on social media can yield extremely targeted leads.
Lower costs with higher revenue yields greater profits for companies. And what company doesn’t want to be more profitable?
While email and cold calls can be effective, many users preferred to be contacted over social media. The informality of the platform gears itself well for B2C companies.
With all of these new clients you’ll be onboarding, you’re going to need a new SMM tool that can scale with your company. Cloud Campaign is the easiest way to manage multiple brands at scale and includes a free 30-day trial.
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We’ll make getting that engagement a bit easier on you this month by providing some awesome days to post about and a free Canva template to get you started!
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