Having a good relationship with your agency can help define the values of a project and aid in delivering a successful outcome. But how is best to work alongside your agency and how can you help the process run smoothly? Well we’ve put together a small guide on how to deal with each step and what an agency may expect in return. But remember most agencies follow different processes and it’s always best to discuss with your agency first how your relationship can deliver the best outcome for you. Why not work with us? Call us on 01604 696 385 or email firstname.lastname@example.org
It has been revealed that only 42% of businesses are able to measure their social media campaigns. Meaning that over 58% do not measure the effectiveness of their campaigns. If you are producing quality campaigns on social media, you should be measuring it effectively to ensure how successful the campaigns are. Social media is typically measured in two ways: on-going analytics and campaign-focused metrics. On-going analytics tracking monitors activity over time where as campaign-focused metrics tracks activity with a defined start and finish to help you understand where you’ve hit your targets. Here are some top tips for successfully tracking your social media campaigns:
Establish the goals for your social media campaignWhen establishing your goals, it’s important to understand which channels are most relevant to your goals and will support your campaign in making it successful. It is important to know what you are trying to achieve from the campaigns. What are you trying to accomplish from the campaigns? Is it awareness of new product range or brand awareness, to grow your email database full of new prospects or customers or share coverage of company news or important blog articles? Depending on what you are trying to promote in your campaign, your end goals will ultimately be different.
Choose the metrics to measure the goalsBoth campaign metrics and goals should combine so you can accurately measure them together. You need to determine what your aims are for your social media campaigns and what you want to achieve from them. Think about what you want your target audience to do whether it’s engage with a post for example, retweet, share, comment or purchase, read or click. Reach To monitor the reach of the campaign, measure the number of people that you have managed to see your social media campaigns. For example, the connections, followers, likes on post and page. Engagement To track engagement, work out the amount of people who have interacted with individual campaigns across your feed, this is shown in the number of clicks, shares, comments, retweets and mentions. Conversions To measure the conversions, track how many visitors took action as a result of the social media campaigns such as online sales, registration for content downloads, form completions, email subscriptions & content subscriptions. If your goal is to increase the exposure of your new products you need to select a metric that you can track engagement; whether it’s clicks, likes, shares or retweets. This will help grow awareness of a brand or specific products to your target audience. If you want people to fill in a subscription form and grow your email-marketing database in the process, a suitable metric would be to track the replies and comments. With the right metrics set, you will be able to precisely measure the performance of your social media campaigns.
Social & Web Analytics ToolsWeb analytics tools that can be used to measure your social media campaigns include Google Analytics, Twitter Analytics, Facebook and LinkedIn Insights. If sent via HootSuite then HootSuite Analytics can provide you with data on how successful a campaign was or not. In Twitter Analytics you can view the impressions, engagements and engagement rate of individual tweets for both promoted tweets and organic tweets. You can view the audience and the demographics of people who have engaged with your tweet. Facebook Insights works on a similar basis to Twitter Analytics. By clicking on ‘Insights’ you can view the page views, actions on a page, page likes and page reach as well as engagements and reach on posts. LinkedIn Insights highlights the amount of visitors to the profile page, here you can view the mobile and desktop views as well as unique visitors and page views. You can also view the demographics of these users including their job function, country and company. With Google Analytics you can measure the amount of people visiting or interacting with your site. You can set up goals in which you can successfully track. Goals can include destinations, session durations, pages/screens per session and events. The source and medium of the traffic to your site can also be determined on Google Analytics in which you can see where people have come from on your site including social, organic, PPC or referral.
Measure, Measure & Measure Again!When you are measuring the success of a campaign, it’s important to know what and how to measure. Your metrics and goals determine what you need to measure to understand the effectiveness of a campaign. Once you’ve determined what you are going to measure, you need to establish what analytics tools you will use for this. Using the web analytics tools above, measure how successful your campaign was. Did the campaign receive enough followers or engagements? It is important that you utilise tools that capture your chosen metrics for the campaigns.
Monitor and reportUse your initial findings to benchmark for future measurement and share these figures with your important stakeholders. To make sure your campaigns are consistently successful, you need to monitor them regularly and compare against older campaigns maybe less successful campaigns and determine how you can improve. Also identify your more successful campaigns and understand why they were effective and how you can implement these techniques in new campaigns. At Star Digital, we offer services to effectively measure your social media campaigns. Contact our friendly team on 01604 696385 or email us at email@example.com.
In a world where online shopping is beginning to take a staple role in our daily lives, it is perhaps no wonder as to why consumers are looking for what is known as ‘trust signals’ before making an e-purchase. Consumers want to ensure that they are receiving good value for money for a product or service before staking their hard earned cash. The increasing amount of online e-commerce stores, means more choice for the consumer. This is why seeking online reviews has become such a fundamental part of the purchase process, and is something every online retailer should factor in to consideration. 90% of customers say that positive reviews will influence their purchase decision. As well as 86% of customers claiming negative reviews will have the adverse affect on their purchase decision. However, reviews do not only affect peoples perception of your brand. Reviews also lets Google know that people are generally happy with what you are offering, meaning your website is more likely to be ranked above competitors who don’t quite have as positive feedback. So, what exactly will good reviews offer you and your business?
- Free advertising – Linking your reviews with your Google search listing will help your page stand out from competitors and is likely to see an increase in your click through rate. In what is a long list of standard and generic page titles, the stars will make your listing seem visually appealing.
- Positively influence purchase intention – Having an overall positive review score will highlight to the user that you are a trustworthy organisation who has ‘x’ amount of happy customers.
- Improve search engine results – Google takes reviews into account when deciding where your listing should be ranked. The more reviews, and more positive reviews you have – the more likely you are to be ranked higher. Read our blog article for more info on how reviews help boost SEO.
- Closer relationship with your customers – A key fundamental that a lot of businesses try to achieve, is to engage with customers post-purchase. It is very common for users to go online, make a purchase, be satisfied with the product and never engage with the company again. Reviews are a stepping-stone to brand building and lining up potential future brand advocates.
- Feedback and suggestions – Ultimately, reviews are great way to understand consumer perceptions of your brand, products and/or services. It can be a great tool when trying to look at your business from the outside-in. Generally speaking, reviews are honest based on the customer’s experience they had. You can use negative reviews to understand what you are doing well at and what you aren’t. If a customer wasn’t happy with a particular part of the process, they will usually explicitly say so. Use this information to your advantage and seek to improve this area of your business.