One of the most important things I learnt on my Marketing Diploma was monitoring. If you’re not keeping an eye on what’s happening, how do you know what’s working?
This applies to all aspects of marketing. So many businesses plough money year after year into the same advertising or brochures – but do they know what results they are getting? It might not always be tangible, quantifiable results, however paying attention to where you get your business helps you know where to focus your marketing effort and budget.
Ways to monitor your social media activity
Most social media networks now have a recognisable area for getting insights, analytics or statistics. Here you can find out what sort of reach you’re getting, how many engagements and the number of people that are clicking through to your links.
Have a look through, and with even a rough and ready style of analysis you can identify:
In a recent analysis for an estate agent client I was able to find out that mid morning and mid afternoon got the best results across the board, however local news worked best on Facebook, industry news on Twitter and stories about their business got the highest reach on LinkedIn. These valuable insights help you focus your content and schedule to get the best result.
Having a brief look through where you’re getting your hits through on your website can also help you find out the best working social media sites. If you’ve got a good system (and you’ve probably gone for Google Analytics), you can break it down into social media referrals and then individual networks.
Following the customer journeys through can also assist you in working out how long these people stayed on the site, which page they came through to, where they went on to and if this converted into sales or an enquiry.
From personal experience, I know how hard it is to get staff to ask a customer where they’ve heard of you, or what prompted them to buy a product. Surveys, competitions, incentives (for both staff and customers) should enable you to get a good idea of where people are coming from… but always bear in mind that memories are tricky things and people don’t always know where they’ve seen you. It’s that vague area of brand awareness where you can never be quite sure what’s worked, and it’s a pain for all of us. However, any information is good information, so stick with it.
I’m a big geek where it comes to monitoring. I love delving into stats and making pie charts, drawing conclusions and reporting back. It does make this part of the job easier and also it helps me to know that I’ve done a job well. Even if you’re not that confident, know that whatever small part of monitoring you’re doing, at least you’re doing something!
Freelance Marketing Consultant, especially that Social Media stuff.