You’re swimming in likes, your follower numbers are skyrocketing and the comments keep coming — you can’t ask for more than that out of your social media program, right? Well, maybe you should.
The true benefit of social media as part of a business’s marketing strategy is to engage people who will convert to customers or become repeat customers.
While it’s nice to be popular, at the end of the day if no one converts, you’ve spent a lot of time and money interacting with people who won’t make a difference to your bottom line.
There are several ways to ensure your social media efforts are delivering an acceptable return on your investment. The first is to make sure the content you are posting relates to your brand’s offering or that it positions your brand in a favorable light. Sure, cute kittens playing with yarn will garner a bunch of likes and shares, but unless you’re selling yarn, kittens or other pet-related products, it probably won’t be shared with people who are most likely to buy your product or service.
Another important way to keep your social media efforts on track and paying off is to closely track your posts.
The use of social media analytic tools can provide a clear picture of what’s working and why.
Tracking what types of posts get the most engagement and shares lets you know what your audience is looking for. Of course, numbers aren’t the end game — it’s the quality of followers. A post that receives a lower engagement level but has a higher percentage of the demographic you’re looking for is more valuable than one that reaches a large audience who most likely will never become customers.
Using your social media analytics to create an accurate profile of the followers who are most likely to convert allows you to fine-tune your posts and social approach to deliver a superior ROI without wasting a lot of energy on non-productive outreach.
Getting the most out of your social media doesn’t necessarily mean getting the most people, it means getting the most return on your social media marketing efforts. You can learn more about creating an effective social media presence by visiting the Insight Marketing Design Facebook page or by sending us an email to talk with our social media specialists and digital marketing team.