Many small businesses are investing in digital marketing, and especially social media campaigns, but aren’t sure if these campaigns are actually working. Often the person running these campaigns doesn’t actually know how to track whether their social media campaigns are effective or not.
Here are a few steps to take to track whether your social media campaigns are successful.
Start by defining your objectives.
You won’t know if you are succeeding if you don’t know what you are trying to achieve. You need to start by defining your digital marking objectives.
Examples of possible marketing objectives are:
- Brand awareness
- Community growth
- Lead generation (calls, emails, web form completions etc.)
- Online sales
- Foot traffic (to a physical store)
Most companies list leads and sales as their number one objective, but it is important to remember that you might need to focus on awareness first before you can aim for sales leads.
A new company will often struggle to make sales immediately when starting to market their business, you may want to focus on growing your page followers and creating awareness around your product or brand first. People need to know your business exists before they can buy.
Monitor statistics related to your marketing objectives
If your objective is to generate leads, gaining thousands of page followers will not be beneficial if there are no leads coming in.
If your objective is brand awareness you will want to track reach and website visits to see whether your campaign is successful. Did enough new people see your social media posts or visit your website?
So where do you find these statistics?
Social media platform insights
Each social media platform offers insights that will tell you how many people are visiting, engaging with, and clicking on calls to action on your business page/profile.
Important stats to look out for:
- Reach – the number of people who saw your ads at least once.
- Impressions – the number of times that your adverts were on-screen.
Reach is different from impressions, which may include multiple views of your ads by the same people.
- Pageviews – number of times that a page’s profile has been viewed.
- Engagement rate – this explains the number of people your post reached who then liked, commented, shared or clicked on your post.
- Link clicks – number of people who clicked on your website link.
The screenshot below shows social media posts as well as the reach and engagement rate of each post. This can be found under Facebook Insights.
Not sure where to find Facebook Insights? Click here.
When it comes to tracking digital marketing success Google Analytics is key. You can install Google Analytics on your website to track site visits and see what actions people are taking on your website. This will give you a good indication on whether you are attracting the right audience to your site, and whether your website is giving people the information they need.
⦁ Users – the number of people who visited your website.
⦁ Sessions – (visits to your site) – the number of times your website was visited. (People may visit the site more than once – this will be one user with multiple sessions.)
Bounce rate – the percentage of visitors to your website who left the site after only viewing one page.
⦁ Time on site / Average session duration – total duration of all sessions (in seconds) / number of sessions.
⦁ Goal completions – goals measure how well your site or app fulfils your target objectives. A goal represents a completed activity, called a conversion that contributes to the success of your business.
⦁ Source – where your sessions are coming from.
⦁ Conversion rate – the goal conversion rate is calculated as the number of goal conversions divided by the number of sessions, times 100.
A conversion is a completed activity, online or offline, that is important to the success of your business.
How can Google Analytics help you track the success of your digital marketing campaigns?
Google Analytics allows you to track where website visits are coming from, and what actions those visitors are taking on your site. Therefore, Google Analytics can really help you track digital marketing success.
Comparing traffic and behaviour from various sources will help you to determine which of your digital marketing channels are giving you the best results, and where you might need to optimise campaigns.
The screenshot below shows where the users for a particular site, during a particular time period, are coming from. We can clearly see that the majority of the traffic to this site is coming from paid search and display ads (Google Ads), followed by social platforms.
We can then look further and see that although there are more sessions from display than from social platforms, social has a lower bounce rate. This means those coming from social platforms are visiting more pages on the website and might be more valuable visitors.
Looking even further we can see exactly which social platforms these visitors came from, and what their behaviour is while they are on the site. This again helps you to know where to focus your time and budget, and where your results are coming from.
In the screenshot below we can see that although Instagram has a lower bounce rate users from Instagram are not converting. Instagram stories have the highest conversion rate of 11.63%.
Any top digital marketing agency should give you a full and detailed report of your digital marketing success. If you are still struggling to measure the success of your marketing campaigns then contact MBG Media for assistance.
Now you know how to track digital marketing success. Head over to our blog for more great articles to help you learn about Digital Marketing.