One of the most popular questions I get asked is “So how do I know if social media is working for me?”. The obvious answer is in the increased sales and customers coming your way, but there are other metrics that can help you understand what’s working and what’s not, and how to use them to change up your strategy.
Now a small word of warning to point out here, you do not want end up in analysis paralysis, that is, with so much data that you have no idea what it is telling you, or how to even know what to stick with or change. So, try and use a maximum of 2 to 3 key metrics that are the most relevant to you and measure those at regular intervals (either fortnightly or monthly, which ever you can resource).
Additionally, you will use different metrics based on what your objectives are, and where you are in the marketing funnel.
Let’s look at what data you can use, depending on where you are in your online marketing.
Metrics for awareness
Here, you’ll be using social media channels to grow awareness of your brand, and let prospective clients know that you are available to help them. We also call this the ‘know me’ phase.
Examples of metrics you can use to see how your awareness is increasing:
Increase (or decrease) in Facebook fans, Twitter followers or Youtube subscribers
How much traffic you drive to your website from your social media content
Video views on your Facebook or Youtube videos
Metrics for engagement
Once you start to gain a following, you’ll be looking to engage with them to create a relationship and warmth towards your brand. This is also known as the ‘like me’ phase.
Examples of metrics you can use to see how your engagement is increasing:
Likes, share and comments on your Facebook posts
Retweets and replies to your tweets
Comments on and sharing of your blog content
Metrics for conversion
This, as the name indicates, is where your marketing efforts converts to financial opportunities in the form of sales, whether its repeat business or brand-new customers to you business. This represents dollars in the bank, and an easy way to measure your return on investment (ROI).
But, there are other conversion points you can be measuring. For example, if you are running a campaign where you are building your email database, having someone fill out a form and give you an email address (or even a phone number) is also a conversion.
Define what conversion means for you within a specific circumstance and then measure that.
Over to you
Now that you know what to measure, how will you know if your marketing is adding value to your business?
Hands up if you have a marketing, or more specifically, a social media marketing strategy? If you do, well done! If you don’t, stop reading and go and get my 1 page template social media plan template.
In your plan, you are likely to have identified what channels you are going to use to promote your business (hopefully through building a community and sharing valuable content). And if you are going to be using more than one social media channel (or platform) to market your business, then I always recommend creating a mini plan for each one.
Creating a mini plan for each channel is really easy. Get a blank piece of paper, and some different coloured pens (if that takes your fancy!) and start writing.
How to create your social media channel plan
Step 1: Purpose
Putting it simply, this is the WHY. What is the value that this channel brings to your business?
For example: “I will use my LinkedIn profile to build my credibility as an expert in [your industry]”
Step 2: Objectives
Here you will look at no more than 3 specific goals for your channels. These goals should be SMART (Specific Measurable Achievable Relevant and Time Limited) and relate to your business goals.
For example: “I will ask for 3 recommendations on my LinkedIn profile each week for the next 3 months. This will help build social proof and credibility for my business.”
Step 3: Audience
Who will you be talking to through this social media channel? Who your audience is for your Facebook page may be different to who you will be speaking to through Twitter or your LinkedIn profile.
Make sure you are specific as possible – you can’t target all SMEs in Australia, but you can target SMEs owners aged 35 – 50 in Sydney who are B2C focussed.
Step 4: Tactics
What are the actions will you do each day, and each week to reach your goals? Tactics are actions that are in line with your strategy, and will help you achieve your goals.
Examples of tactics include:
Posting 3 times a week
Using specific hashtags
Boost a post
Like and share posts of others
And that’s it! I’d love to hear how your planning is going. Did you find this exercise hard? Did it help you get clarity on what you’re doing? Did you remove or add and social media channels to your marketing mix?
Everyone wants more Twitter and Instagram followers. Whether you’re trying to grow your personal or business account, it can be challenging to grow your audience. Trying to stand out on an application that has over 600 million users is not an easy task at all. One of the best (and often misused tools) is hashtags.
But before you use hashtags, let us have a quick look at what is hashtag and why do you need to use this. A hashtag is the pound sign (#) and in social media it is used to draw attention, to promote and to organise content around a particular topic. Instagram (and for the most part Twitter) is a medium where hashtags are required for content to be seen. The thing about hashtags is that using the right one can increase you visibility immediately and increase engagement with your audience. Just make sure that you use a hashtag that is in line with the content you are posting.
Instagram has been the popular social media platform in Australia. Australians love using Instagram, especially during weekends. Australian women dominate social media channels with a booming of 58% using Instagram videos and 66% using Instagram images (Datafication). The hashtags that they have used and become popular in just a matter of 24 hours were #australia #cute, #fun, #sydney, #love, #sydney, #lol, #fitness, #music, and #instagood.
Like any other social network there are ways how to use it (and importantly how not to) so let’s check how to use a hashtag and how can it help to grow your audience.
Don’t forget to use the right hashtag. If you use the right hashtag on your content then you are more likely to reach and discover new users. It will be easier for your audience to notice your photo if you use a specific hashtag that is trending. Just remember to make it relevant or your will be shadowbanned.
Timing of your Posts. Yes, you have outlined what you will post but consider also when the right time to post it. When is your target audience likely to be online?
In addition to using branded hashtags (#yourbusinessname), try using industry specific hashtags, and even more general ones. If you wan to know what to use, do a quick serch in Instagram and see how many posts come up – that will tell you what is popular and what isn’t
Share your daily activities. Want to catch the follower’s attention? You can give glimpses and tell what you’re actually doing. This is a great way to make your audience feeling inspired.
Instagram allows users to post up to 30 hashtags but it doesn’t necessarily mean that you have to use all of them. It’s all about engagement and you need to publish when your audience is active. And don’t forget to measure your efforts so you can tweak your content. Always remember that using a hashtag is easy but you have to make sure that it is relevant and accurate in order for you to be noticed and in time, you will see that your audience is increasing.
If you want help getting more out of your social media marketing, please download our free step by step guide today!
A great way to organise, recognise and interact with different segments of your audience is by using Twitter lists. If you follow more than a few hundred people on Twitter, you might want to categorise those you follow into more easily digestible chunks. In Australia, there are more than 2.9 million Twitter accounts, so chances are you’re seeing a lot of content you may not want to read.
Twitter lists organise Twitter handle into separate groups that you choose. For example, you can create lists of influencers in your industry. They enable you to read and interact with tweets based on the various categories, which removes tweets you don’t want to read right now. But how do you create a twitter list? Simply follow these steps:
Go to your Twitter avatar and click Lists
Click on Create List
Name your Twitter List and Add a Description, set the Privacy and then Save
Search for people to add on your list
Check the box of the Twitter list and the person has been added
Go to your profile and click on “Lists” tab to view your list
Now that you know how to create your Twitter lists, let’s know how some ways you can use them in your business.
Twitter lists can help you monitor your competitors. You can keep your competitors Twitter accounts on one list so that you can monitor what content they are producing, and how they are marketing their business
Having a Twitter list is a smart way if you want to engage with media and popular bloggers. One way or another, you have a business and of course, you want to be known and be noticed.
Twitter lists also strengthen your relationship with your customers. Why not create a VIP list of all your clients, where you can easily nurture you relationship with them.
It can also give way in engaging with your employees.
Having a Twitter list can also develop resources for your potential clients. You can create a list that includes opportunities and helpful ideas for your target audience.
Australian businesses also use Twitter in order to reach their target customers. Even the large corporation like Telstra uses Twitter alongside with small businesses like local cafes.
Twitter lists are a great way for you to keep your prospect clients organised. It can open up a whole new world of networking and engagement. Social media is about building and engaging communities and by creating a Twitter list, you build a community of people with the same interests and likes.
If you want help getting more out of your social media marketing, please download our free step by step guide today!
Let’s face it, social media has become so much a part of our lives, that we’re constantly checking our phones for the latest update. It’s also a quick way to connect with friends and loved ones and many SMEs across Australia use it to market their products and services. So when is the best time to post to get maximum exposure?
When it comes to social media, timing sums it all. But posting is not as easy as it sounds because you’re not 100% sure when you will reach your audience. There are literally millions of people checking their accounts regularly, but what really are the best times to post on social media? When should you be sharing your content? Let’s check it out.
Facebook – o get the best reach, it is generally best to post on Thursday and Friday. To get the most shares, it is recommended to post at 1pm and by 3pm. You’re also likely to get the most clicks at this time.
Twitter – The strongest days to post are during weekdays (Monday-Thursday). It is best to post during lunchtime between 12pm-3pm. And tweet less during early mornings and late nights.
LinkedIn – LinkedIn is usually used by professionals during their working hours. Best times to post in this site are between 7:30-8:30 am, 12pm and 5:00-6:00pm.
Instagram – Engagement through Instagram can happen anytime. This is because Instagram is designed for mobile devices and everyone already own one. But try to post at least once in the morning, and at least once in the late afternoon
Pinterest – It is best to post in Pinterest during night time and weekends. Best times will be between 8:00-11:00pm everyday especially on Saturdays.
Tumbler – Tumbler is for evening person so it is best to post here between 7:00 and 10 pm.
Google+ – Google+ users are most active during morning unlike Tumbler. Meaning, the best time to post here is between 9:00-11:00am.
Now that you know, the best times to post on every social media platform,test it out for yourself . However, before posting your content, make sure your content is relevant to the audience that you are targeting. It is not enough to just hit that post button. Every social media post that you bring out will say something or will reflect on your brand or yourself so make sure to make the most out of it.
If you want help getting more out of your social media marketing, please download our free step by step guide today!
