Written By Janette Speyer
We have been running our social media marketing agency for the better part of ten years and we have had to adapt to many changes. However, the one thing that NEVER changes is the customer’s concern for ROI and results.
Clients Want Answers:
With every new client we hear the same 3 questions?
- How do we know if our campaign works?
- Where is our investment going?
- Will we increase sales?
Every client has different needs and different strategies but the first thing we do once we put together our marketing program is to determine how we are going to track the campaign’s ROI.
Here are the most common methods we use:
- For Websites:
Our objective is to send traffic to the website. For this we determine which pages are our “conversion” pages. Usually it is a Contact Us page, a Download page for a white paper or coupon, or a Shopping cart. Once the client and the agency agree, we proceed to measure traffic to these pages and from which source.
- For Branded Social Media Pages:
We use a set of tools that measure reach, sentiment, engagement and follows. For our clients we set-up charts that show a visitor flow from month-to-month so we can establish a behavioral pattern. This helps us determine what our visitors are looking for to better take care of their needs.
- For Emails:
For our email campaigns we measure “click-thrus”, “Open rates” and pass along rates. With the sophisticated email marketing tools like Constant Contact and MailChimp, our task is streamlined and our clients are able to see the results. We also provide clients log-ins to the platforms to check the results themselves.
Blogs are very simple to analyze. Usually we look for bounce rates, visitor loyalty, time on site, pages read, keywords and shares. This allows us to write blogs for a more targeted audience.
- PPC Campaigns and Offsite Promotions:
Frequently we run offsite campaigns like Blogger Outreach or promoted Facebook posts. We create custom links using Google Analytics’ custom URL builder and we create our own links. This allows us find out where visitors came from.
The Final Analysis:
Because the Internet is a constantly changing environment of likes and dislikes, actions and reactions, the best way to track effectiveness of any online initiative is to test and track. Analytics are the best ways to determine if your strategies are working of if they need refining. Reviewing the analytics with clients is an important part of the marketing process and gives them a better understanding of the social engagement activities.
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