Running a social media campaign can be challenging. This is especially the case if you aren’t sure how to properly measure your success. Luckily, there are a few data points that have a little bit more weight than others. And these are the ones you should focus on. Let’s examine seven metrics that every Singapore marketer should pay close attention to when running their campaign.
Mentions and Inbound Links
A great way to find out if the right people are discovering you is to monitor your posts. Pay attention to how much your posts are being shared. Is your follower base growing? Do you notice that there are a lot of people mentioning you? Are people tagging you? If people are actively responding to your post, then it’s a sign that your reach is also growing.
Conversely, if you notice that people are barely mentioning your brand and are not sharing your post, then it could mean that your content is not resonating with them. It’s also possible that you are targeting the wrong audience. And in this case, it’s a good idea to run some split tests with the audience before promoting a post. Sure, every industry is different, but you should expect to be mentioned. If you have mentions but your follower base is small, then you should consider executing growth strategies.
It’s also important to monitor inbound links as well. This shows you how much people are linking back to your site. Whenever someone links back to you, it builds towards discoverability and authority. There are several third-party tools available, such as Google Search Console.
When someone likes, comments, shares, retweets, or forwards content to a friend, it is a sign that they are engaged. If you want to get a better idea of how engaged people are, then you can examine the traffic that you’re getting from social media in your Google Analytics account. Simply select ‘Acquisition,’ ‘All Traffic,’ and then ‘Channels.’ In order to see the full report, make sure that your dimension is set to ‘Social.’
This report what show you which social media platform has the best performance and is the best source of traffic. It will also give you an idea of what type of content is best for your audience. In this way, you can focus on what matters most.
If you want to ensure that your content gets maximum exposure, then you should reach out to an influencer. These individuals are seen as experts in your industry and their large following is likely to be interested in what you have to say. You may allow the influencer to try your product or service for free and in return, they can agree to mention your brand or give a review of your product.
The best approach for this particular strategy is to look for influencers that give their audience the most value. Use tools like Buzzsumo, Traackr, and GroupHigh to find valuable content and maintain the relationships that you form with these individuals. Also, use UTM codes that are unique to each influencer so that you can find out which drives the most traffic.
Audience Surveys and Net Promoter Score
Have you ever wondered what your audience things about your brand and content in general? Perhaps they feel positive about what you offer. Maybe they think that your content could use an improvement. Well, there is a great way to find out what type of reputation your brand has developed. It’s called a net promoter score, or NPS.
Your NPS gives you the ability to gauge what impression the audience has of you. You can calculate this score by taking a simple survey. Ask your customers how likely that are to recommend you to one of their colleagues or friends. Offer a scale of 0 to 10, with 10 representing, ‘Very Likely.’ There are also tools like Mention, that can give you a deeper look into customer sentiment.
Once you have an idea of how your customers feel about you, you can investigate further. Create more surveys for each social media platform and find out what aspects of your business they think could be improved. It’s important that you give each network its own survey as each has a different type of audience and standard.
There are many Singapore businesses that only focus on what their customers think. This is extremely important. However, you should also consider how engaged your team is as well. And that’s because the more engaged your staff is, the more likely it is that they will be able to engage your customers and follower base.
Tools like Dynamic Signal can help you to figure out how passionate your employees are about the content that you share. You can also use it to measure your company’s spending against all of your goals and KPIs.
Another important metrics to help improve your social media marketing is the number of conversions you earn through your social media channels. If you want to find out if your efforts are actually paying off, then you need figure out how many people are actually converting. Depending on your specific goals, conversions may mean registration, subscription, downloads, and etc. One of the best ways to determine this information is to use your Google Analytics account. Visit the ‘Social’ tab and selection ‘Conversion.’
Another important metric to keep a close eye on is your return on investment, or ROI. Sure, you want your followers to convert, but what most business owners need to pay attention to is how many sales they have generated. Also, what is the actual cost per lead? If you want to know which of your campaigns are paying off, then you need to set up UTM URLs for every specific action.
The best way to find out if a lead came from one social media source is to use an attribution model that is single-touch. You need to know what was the lead’s first and last interaction with you. The best way to find out if a lead came from multiple social media sources is to use an attribution model that is multi-touch.
Social media marketing takes a significant amount of planning, attention to detail, engagement, and financial investment. So it’s important that you know what’s working and what you could improve on. The best way to discover this information is through metrics. While many social media metrics are vanity metrics, there are a few that have more weight to them.
If you want to know how well people are discovering your website or content, then you should pay attention to your mentions and inbound links. If you want to know how engaged your follower base is, then you need to pay attention to audience interaction. If you’re interested in getting more exposure, you should invest more time and resources into influencer marketing.
If you would like to know the general sentiment of your audience in regards to your business, then consider conducting audience surveys and your NPS. If you want to know how engaged your team is, then check out your internal engagement. You can also consider conversions and ROI to find out if you’re getting a return on your investment.