So you’ve been able to target your demographic, pinned down where the most receptive audience are, and even come up with an appealing marketing strategy; but how are you going to measure the success of your campaign? As a marketer you need to measure the results of a campaign as well as successfully execute one, here are 3 tips to successfully plan and measure the performance of a social media campaign.
Clearly Define Your Targets
Before your campaign even goes live you need to have identified what exactly you need to get out of it. What is the end goal of running your campaign on social media? Is it to raise the profile of your brand across social channels, increase awareness of a new product/service, or enhance the B2C relationship? By defining what your targets are, you can solve other issues such as what channels will be most appropriate for these goals, or what is the best way to engage with this particular audience on this particular platform? You can implement a clearer, more streamlined strategy based on your goals, making accomplishing them all the more simple.
Measure and Monitor
Now that you know your goals, let’s look at how to measure. There will be different metrics depending on what your goals are, for example:
Are people responding to your posts? Shares, likes, comments etc. any kind of participation should be measured to track the engagement of your social media activity.
Track how many clicks you’re getting on the URL, how many shares, and check website referrals from social media.
If you want to start being recognised and found in your respective industry, then getting metrics in regards to your reach, exposure, and amplification will be your first port of call. You may later want to compare this to your competitors; which of you are getting your markets attention, whose brand seems more popular?
Measure the impact your social efforts are having on the ‘business’ side of your business. Tracking things such as online sales, form completions, and downloads from your website will give you a good indication of how successful your campaign is.
Analyse and Optimise
If you are keeping up to date with campaign performance you should be aware of its strengths and weaknesses as well as implementing changes as you identify them. To help you, your campaigns data you can use analytics tool such as Sprout social analytics, Meltwater, Hootsuite analytics, or plug in to Google analytics.
Use this data to track your campaigns effectiveness; trim out things that aren’t getting the desired response, enhance those that are, edit your schedule, re-allocate budgets, if your directing people to your site – track their journey while they are there. Make sure to keep a backlog of past data and reports, and a history of the changes you’ve made, this benchmarking will allow you to keep track of where the improvements have come from and just how far your campaigns performance has come.
Identifying and measuring the value of your social media campaigns can go a long way to enhancing your business online. It can also relieve the strain on other online areas and be an extremely beneficial channel of communication between you and your customer.
To find out more about the benefits that social media campaigns can offer your business, contact one of the team at Digital Clarity today.