{"id":231620,"date":"2020-12-03T11:15:10","date_gmt":"2020-12-03T18:15:10","guid":{"rendered":"https:\/\/4mperformance.com\/?p=231620"},"modified":"2021-12-01T14:35:28","modified_gmt":"2021-12-01T21:35:28","slug":"measure-social-media-marketing-success","status":"publish","type":"post","link":"https:\/\/4mperformance.com\/measure-social-media-marketing-success\/","title":{"rendered":"How to do You Measure Your Social Media Marketing Success ROI or KPI?"},"content":{"rendered":"\n<p><strong>How do you measure your marketing success (or failures)? How do you know if your marketing efforts worked?<\/strong>&nbsp;<\/p>\n\n\n\n<p>What\u2019s nice about today\u2019s digital marketing is we have access to a lot of&nbsp;<strong>data<\/strong>&nbsp;\u2013 free. It\u2019s imperative that you track your marketing efforts and&nbsp;<strong>review your data monthly<\/strong>. Don\u2019t get nervous. You don\u2019t need a degree in calculus or statistics to understand analytics and insights. I\u2019ll explain everything step-by-step\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">ROI vs KPI<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i1.wp.com\/s3.amazonaws.com\/mentoring.redesign\/s3fs-public\/roi_1.jpg?w=952&amp;ssl=1\" alt=\"\" width=\"194\" height=\"182\"\/><\/figure><\/div>\n\n\n\n<p><strong>What is ROI?<\/strong><\/p>\n\n\n\n<p><strong>ROI: Return on Investment<\/strong>\u00a0\u2013 traditional marketers know this term. You place an ad in the newspaper with a coupon. You track how many customers used it and how much in sales it brought in. If the ad cost $100, and it brought in $500 worth in sales, your ROI is $400. That\u2019s simple math. However, with today\u2019s social media marketing, ROI is more difficult to determine.<\/p>\n\n\n\n<p>Besides monetary investment, you have the\u00a0<strong>investment of time and skill<\/strong>\u00a0\u2013 either yours or a staff member to create social media posts, graphics, strategies, etc. Then, you don\u2019t how many people saw the post and later will remember your brand and search for it. If you ask them how they heard about you, they\u2019ll reply, \u201cOnline.\u201d They won\u2019t remember exactly where they saw it. But it helped with brand recognition.\u00a0<strong><em>How much is that worth?<\/em><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Does Social Media Help?<\/h2>\n\n\n\n<p>Believe it or not, social media helps drive traffic to your website as well as with\u00a0<strong>SEO<\/strong>. How do you know\u00a0<strong>which network is performing better for you?<\/strong>\u00a0Or for that matter, which posts did better than others?<\/p>\n\n\n\n<p>Then, when they got to the website, did they convert \u2013 downloaded a freebie, contacted you or bought something? If not, where did they go?&nbsp;<strong>What was your conversion rate?<\/strong>&nbsp;That\u2019s the amount of converts divided by the number of visitors.<\/p>\n\n\n\n<p>ROI is easier to measure if you do paid digital advertising \u2014 which is basically old fashioned advertising, but it\u2019s online. You can lead a potential customer to a sale by tracking how many clicks the ad got and on the website, the advertiser will give you a \u201ckey\u201d \u2014 a strip of code \u2014 to add to your website that will track people from the ad.<\/p>\n\n\n\n<p>Conversely, if you don\u2019t do paid advertising, you have to work with your own goals and metrics \u2014 t<strong>hose are KPIs<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What are KPIs?<\/h2>\n\n\n\n<p><strong>KPI: Key Performance Indicators<\/strong>&nbsp;\u2013 these are anything that really matters to you and your business.<\/p>\n\n\n\n<ul class=\"is-style-default\"><li><strong>Sales<\/strong> \u2014 obviously!<\/li><li><strong>Unique visitors<\/strong>&nbsp;\u2013 how many people visited your site \u2013 not counting multiple or subsequent visits.<\/li><li><strong>New visitors vs returning&nbsp;<\/strong>\u2013 new folks are great, but returning visitors are better.<\/li><li><strong>Conversions<\/strong>&nbsp;\u2013 downloaded a freebie in return for leaving their name and email address. If you had 100 visitors and 10 downloaded the offer, you have a 10% click-through rate. Average click-through rates are 1-3%. That means you need to&nbsp;<strong>attract A LOT of traffic <\/strong>and have a <strong>great offer<\/strong> of interest to your target audience.<\/li><li><strong>Page views<\/strong>&nbsp;\u2013 how many pages did each visitor view while they were on your site.<\/li><li><strong>Time spent<\/strong>&nbsp;\u2013 how long did they stay on the site? The longer people stay, the better the chances of them doing something.<\/li><li><strong>Bounce rate<\/strong>&nbsp;\u2013 what if they didn\u2019t find what they were looking for and left right away? That will give you a high bounce rate. A slow-loading site will also do that. You want a bounce rate under 50%.<\/li><li><strong>Click-through rate<\/strong>&nbsp;\u2013 this measures how many people clicked on a link. If you had 100 visitors and 10 clicked on a link, you have a 10% click-through rate.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Ways to Keep Track of Your Marketing Efforts \u2013 Website Visitors<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/12\/business-woman-laptop-arrows.jpg\" alt=\"\" class=\"wp-image-231627\" width=\"343\" height=\"229\"\/><\/figure><\/div>\n\n\n\n<ul class=\"is-style-default\"><li><strong><a href=\"https:\/\/azsocialmediawiz.com\/social-media-marketing-glossary\/analytics\/\"><\/a>Set up\u00a0<a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a>\u00a0(GA)<\/strong>\u00a0\u2013 GA is a power tool and can give you very deep analytics when set up properly. But it needs to be setup and the code added to\u00a0<strong>each page of your website<\/strong>.<ul><li>On a WordPress site, there are free plugins like SEO by Yoast and Google Analytics\u2019 SiteKit.<\/li><li>On other sites like e-commerce or other platforms, they should have somewhere where you can add the GA code in the setup.<\/li><li><strong>GA won\u2019t track anything if the code is not in your pages.<\/strong><\/li><\/ul><\/li><li><strong>Tracking codes<\/strong>\u00a0\u2013 measuring with UTM links. Google offers a\u00a0<strong><a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\" target=\"_blank\" rel=\"noreferrer noopener\">free tool<\/a><\/strong>\u00a0to track where a visitor came from. It requires Google Analytics. Use consistently in your promotional posts on social media and in your email marketing campaigns.<\/li><li><strong>Capture leads and grow your email list with intriguing calls<\/strong>\u2013<strong>to-action<\/strong>\u00a0<strong>(CTA)<\/strong>\u00a0\u2013 the job of good, quality content is to attract the visitor. The job of a good CTA is to\u00a0<strong><em>convert the visitor into a lead<\/em><\/strong>. And these leads are warm, if not hot. They\u2019re interested.<ul><li>First your intake form should get a little more information than just name and email. You can ask them 2 or 3 questions to segment your list. For instance, if you offer parenting classes, you\u2019ll want to the ages of the children to more personally promote the classes. You\u2019re not going to promote a class for teens to parents of toddlers. That\u2019s a sure way to get people to unsubscribe from your list quickly.<\/li><li>Once they downloaded your offer, in 2 days,\u00a0<strong>based on their answers<\/strong>\u00a0to the questions, send them an email with a video or a link to a pertinent blog article on your site. If they watch the video or go to the link, then they get another email in a day with a special offer. If they don\u2019t click on anything, then send them a different email with another video or relevant article. This is\u00a0<strong>Marketing Automation<\/strong>\u00a0and all this is tracked by the email program you use \u2013 like\u00a0<a href=\"https:\/\/mailchimp.com\/monkey-rewards\/?utm_source=freemium_newsletter&amp;utm_medium=email&amp;utm_campaign=monkey_rewards&amp;aid=fd0563e628a3d03682fb0f03e&amp;afl=1\" target=\"_blank\" rel=\"noreferrer noopener\">MailChimp<\/a>\u00a0\u2013 which is free to use up to 2000 contacts.<\/li><\/ul><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Measuring your Marketing Success with Social Media Insights and Analytics<\/h2>\n\n\n\n<p>Each social media network has insights or analytics \u2013 it\u2019s the same thing depending on the network\u2019s use of the metrics terms. Even if you\u2019re not doing paid advertising on the networks, these tools are available for you&nbsp;<strong>free<\/strong>. On Twitter, they need to be turned on so they\u2019ll start measuring.<\/p>\n\n\n\n<ul class=\"is-style-default\"><li><strong>Follower demographics and statistics<\/strong>\u00a0\u2013\u00a0<strong><em>once you have 100 followers<\/em><\/strong>, the networks will provide user stats like age, gender, likes, geographic area, etc. It\u2019s important that the demographics of your followers match your target market. If you\u2019re a local business, serving a local area, and only 7% of your 1000 followers are local, that\u2019s not enough. Sure it will help with SEO and brand recognition for future travel, but is someone in London regularly going to visit your shop?<\/li><li><strong>Reach<\/strong>\u00a0\u2013 this can mean different things on different networks. Basically, it\u2019s how many people viewed your post. That means they were logged in and your post passed in their newsfeed. Good reach helps with brand recognition.<\/li><li><strong>Engagement<\/strong>\u00a0\u2013 this is what\u2019s important.\u00a0<strong><em>The more an audience engages with your posts, the more visibility the networks will give you.<\/em><\/strong>Did they\u2026<ul><li>Like or react<\/li><li>Share or retweet<\/li><li>Comment<\/li><li>Click on a link<\/li><li>Watch the video \u2013 the whole thing or just a few seconds?<\/li><\/ul><\/li><li><strong>Free tools:\u00a0<\/strong><ul><li><strong><a href=\"https:\/\/audiense.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Audiense \u2013 for Twitter<\/a>\u00a0<\/strong>\u2013 Gives you the best time to tweet to schedule your posts wisely.<a href=\"https:\/\/azsocialmediawiz.com\/analytics-measure-marketing-success-2019\/besttimetotweet\/\"><\/a><\/li><li><strong><a href=\"https:\/\/hootsuite.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">HootSuite<\/a>\u00a0<\/strong>\u2013 Not only helps you monitor 3 networks for free, and schedule out posts, but also provides reports.<\/li><li><a href=\"https:\/\/buffer.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">B<strong>uffer<\/strong><\/a>\u2013 my favorite tool for posting content to several networks at once. Also tracks results on clicks and engagement.<\/li><li><a href=\"https:\/\/wordpress.org\/plugins\/jetpack\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>JetPack for WordPress<\/strong><\/a>\u00a0\u2013 not only has an easy-to-understand site stats, but has Publicize which will share your posts to Facebook business page, Twitter and your personal LinkedIn as soon as you publish a new article.<br><a href=\"https:\/\/azsocialmediawiz.com\/analytics-measure-marketing-success-2019\/jetpack_site_stats\/\"><\/a><\/li><\/ul><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What to do with all this Information\u2026<\/h2>\n\n\n\n<p>Don\u2019t get caught up in all the data.<em>\u00a0<strong>It\u2019s people first.<\/strong><\/em>\u00a0You\u2019re doing all this to build relationships that build\u00a0<strong>trust and credibility<\/strong>. Furthermore, the data will tell you what\u2019s working and not working.<\/p>\n\n\n\n<p>First\u00a0<strong>set goals<\/strong>\u00a0with what you want to accomplish in the next 30 days. Go one month at a time. It\u2019s easier to digest. Moreover, it helps you to be flexible and pivot quickly depending on economic and industry trends. Believe me, every business had to stop and pivot their marketing (even their businesses) in March of 2020.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Review and analyze the data<\/h3>\n\n\n\n<p>Then at the end of the month (beginning of the next), review your analytics and insights.<\/p>\n\n\n\n<ol class=\"is-style-default\"><li><strong>How many people visited your website?<\/strong>\u00a0If you didn\u2019t have Google Analytics set up before, you don\u2019t have anything to compare it too and that\u2019s true for a brand new website. Is the number substantial? Are you happy with it? No, then you need to blog more and post more. Make sure ALL your pages are optimized.<\/li><li><strong>How long did they stay and how many pages did they view?<\/strong>\u00a0Obviously, as you put more content on your site, visitors will stay longer. Don\u2019t be surprised if your\u00a0<strong>bounce rate<\/strong>\u00a0is higher in the beginning. The goal is to get it under 50%. However, don\u2019t freak out if you have a high bounce rate. That just means that you provided the visitor with the information they needed and they were not interested in anything else.<\/li><li><strong>How did the UTM codes do?<\/strong>\u00a0Which promotions garnered the most clicks? Repeat the ones that worked.<\/li><li><strong>How many shares did your posts gets?<\/strong>\u00a0This gives you social amplification or increasing your reach. A follower has to really like your post to share it with their friends and followers.<\/li><li><strong>What types of posts did better?<\/strong>\u00a0Videos, links or graphics?<\/li><li><strong>How many new followers did you get?<\/strong>\u00a0Here are some ways to grow your following.<\/li><li><strong>Which social networks drove the most traffic to your site?<\/strong>\u00a0In your analytics, the search engines usually are first. It may take a while for Google to notice you, so keep blogging several times a week. Next in line will be the social networks. Focus your time and efforts on the ones that brought you the most traffic.<\/li><li><strong>Which of your blog articles were most popular?<\/strong>\u00a0Write more of these.<\/li><\/ol>\n\n\n\n<p>You then take all this information and use it to\u00a0<strong>adjust your strategic and tactical marketing plans for the next month.<\/strong>\u00a0Then you repeat.<\/p>\n\n\n\n<p>Finally, d<strong>on\u2019t freak out if one metric is down!<\/strong> It\u2019s just one metric. You have to look at ALL your marketing efforts \u2014 especially your website traffic and conversion rates.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When you have Marketing Failures rather than Marketing Success<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Problem 1: No traffic to your website.<\/h3>\n\n\n\n<p>If not enough people went to your website this could be that your message is wrong or it\u2019s reaching the wrong audience. In other words, you don\u2019t know your target market. Consequently, you\u2019re not showing them how you can help them with their problems or <strong><em>pain points<\/em><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Problem 2: No Conversions<\/h2>\n\n\n\n<p>You are getting people to your website, but they are not converting. This could be that your\u2026<\/p>\n\n\n\n<ul class=\"is-style-default\"><li>Call-to-Action isn\u2019t clear or enticing enough<\/li><li>Website content isn\u2019t selling your product or service<\/li><li>You\u2019re not attracting the right target for your product or service or there\u2019s no interest.<\/li><\/ul>\n\n\n\n<p>Successful marketing involves creativity as well as research for knowing your target, your industry\u2019s market and how best to reach the target(s). If you try and fail, then you need to analyze where you\u2019re going wrong.<\/p>\n\n\n\n<p>If it\u2019s working, keep at it! It\u2019s a marathon, not a sprint! If you stop marketing, people will think you fell off the face of the earth!<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">4M Performance takes the fear out of the future&#8230;<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/do-or-do-not-2-1024x576.jpg\" alt=\"Yoda quote\" class=\"wp-image-230345\" width=\"488\" height=\"272\"\/><figcaption>4M Performance<\/figcaption><\/figure><\/div>\n\n\n\n<p>We provide our members reliable insights that you can instantly implement for your business success. These include how-to&#8217;s, tips, and takeaways based upon the 4Ms of business acceleration: <strong>Management, Marketing, Money, Momentum<\/strong>. It&#8217;s the information you need to help boost your business to the next level.<\/p>\n\n\n\n<p>Please let us know what other types of articles or resources will assist you in your business. We want you to survive and thrive through these uncertain times. We&#8217;re here for you!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"141\" height=\"200\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2019\/12\/4MPLogo-Red-BlueWithText.png\" alt=\"4M Performance\" class=\"wp-image-2718\"\/><\/figure><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you measure your marketing success (or failures)? How do you know if your marketing efforts worked?&nbsp; What\u2019s nice about today\u2019s digital marketing is we have access to a lot of&nbsp;data&nbsp;\u2013 free. It\u2019s imperative that you track your marketing efforts and&nbsp;review your data monthly. Don\u2019t get nervous. You don\u2019t need a degree in calculus [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[107],"tags":[60,82,435,59,436,180],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to do You Measure Your Social Media Marketing Success ROI or KPI?<\/title>\n<meta name=\"description\" content=\"How to do You Measure Your Social Media Marketing Success ROI or KPI? 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