- has increasingly become a key avenue for the fate of brands’ online performance
- There is a relation between brand perception, social listening, customer service, and consumer spending power.
- Here’s how social media marketers can make the most of social channels to drive
Social media marketing must be fully integrated within a company’s overall marketing strategy – including search- to gain sales and increase leads. For companies looking to increase lead generation for sales conversion and build upon long-term customer relationships, social media involvement tends to be more cost-effective and successful, in the long run, than traditional short-term-oriented marketing methods. Social media’s return on investment is best measured over time in customer loyalty, customer relationship management, and an corporate perception in the general marketplace.
1. Regularly updated content boosts search engine rankings
search engines like Google is indexing social media content, keyword-rich posts, and relevant comments within social networks. This has become a viable marketing tactic. According to Google’s Gary Illyes in one of his discussions with and how Google might use online words of a brand on social media and networks: “The context in which you engage online, and how people talk about you online, can impact what you rank for.” Furthermore, related research conducted by CognitiveSEO discovered an equivocal link between social shares and SEO. Analyzing 23 million social media shares on selected platforms showed that – likes, comments, and shares that posts receive are vital signals for Google and other search engines to rank websites.ranking, and increase online visibility by providing relevant and constantly updated content. Online range can also improve a company’s SERP ranking. Now that
Engaging potential consumers – in social networks – can bolster a company’s reputation and strengthen its ability to improve customer service. A business that employs customers online and participates in the dialogue is better positioned to respond to customer inquiries. According to Convince & Convert, 32 percent of customers expect a response within 30 minutes, and 42 percent expect it to be within the hour. Moreover, about 57 percent of customers expect response time during weekends and nights to match response times during normal working hours.
Having a fast response time not only leads to a happy customer but can also lead to additional revenue for companies. A study by Twitter found that when an airline responded in six minutes or less to a tweet, the customer was willing to pay about $20 more for that airline in the future. When an airline took more than an hour to give feedback, that customer was willing to pay only an additional $2.33 for that airline in the future. This makes you want to put some pep in your step when responding to customers. Also, a business with a strong social media presence is better positioned to respond to customer complaints. Negative comments can act as an early warning system, empowering a brand to:
- Quickly adapt its message,
- reinforce its product’s value,
- and positively nurture relationships with customers, influencers, and brand advocates.
Whether negative word-of-mouth buzz comes from a disparaging online video, a comment in a user forum, or a negative online review of a product, companies with an active and solid social media presence can help repair their reputation by responding in real-time.
Companies concerned with analytics and other metrics for measuring social media effectiveness can employ several simple methods for gauging the success of social social media marketing include:. Some ways to measure and track
A. Increase in followers
An increase in followers on social media means a brand’s popularity. Understanding audience engagement and crafting social media campaigns that can increase your social media following is worth understanding.
B. Reactions on published posts
Evaluating audiences’ reactions to social media posts helps determine what is most interesting. This helps focus more on what interests users the most. This applies to all social media channels, including Facebook, LinkedIn, and Instagram. The inbuilt analytics these channels provide helps evaluate how audiences react to published posts. Similarly, online marketers must check when someone tags them in a bar or mentions them. The more tags they get, the more users they reach. This helps instantly increase business visibility as more people engage online with the brand’s content.
C. Social media reach
Social media campaigns’ reach helps determine the total number of people reached within and outside marketing campaigns are on point.. The more reactions and engagements to published posts, the better the online visibility. Having a good reach for business posts on social media is a clear indication that the
D. Referral traffic
Another important metric businesses consider when measuring social media effectiveness is gauging referral traffic. This clearly shows how the marketing campaign has performed on social media. Every online marketer should evaluate performance by measuring the difference between the target achieved and the target set. This will help gauge the efforts needed to be put in. If a particular channel cannot get sufficient traffic, then it should be reconsidered. A social media channel not resonating with the nature of the business is probably a waste of time and effort.
E. Click-through rate (CTR)
Click-through rate is another important factor when measuring the effectiveness of social media, as it is closely associated with direct conversion. Generally, a higher CTR means that a marketing campaign is effective. Because more clicks mean more visitors that are drawn to the website. CTR is considered one of the KPIs by most businesses and is generally used in PPC ad campaigns, a link on landing pages, etc.
4. ROI based on soft metrics
While hard coconversionetrics (sales, cost-per-sales, and profit) are how many businesses tend to rate social media ROI, companies should also consider some softer metrics to measure their campaign effectiveness. In fact, according to research by the Association of National Advertisers, “80 percent of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common.” Measuring campaign effectiveness considering softer metrics can be done by asking the following questions:
- Are brand-relevant tweets being re-tweeted on Twitter?
- Are there more fans and brand friends on Facebook?
- Is there an uptick in online conversations about a new product launch or web design improvements?
- Are site visitors and customers sharing opinions and discussing what they want and need?
Questions like these may not add to actual sales and quantifiable profit in the short run. Still, ROI based on soft metrics could provide insight into social media marketing’s worthiness. In the long run, this has the potential to convert into profit and hard ROI.
Marketing teams need to execute strategic marketing plans to take full advantage of social media channels for effective marketing and improved profits. Businesses must apply measurable metrics, take a long-view approach, and clearly define their social media marketing goals. Through this, social media marketing can proberthwhile for establish business value. Jacob M. is a copywriter, marketing blogger, inbound marketing consultant, and founder of Write Minds. He can be found on Twitter @jmcmillen89. Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, , leadership, podcasts, and more. Join the conversation with us on LinkedIn and Twitter.