So, you’ve bought into the social media thing and now have your website, Facebook page, Twitter account, YouTube and email all in sync. Congratulations! Now what? If you are using social media to market your business, you will be well-served to spend some time with the various analytic reports provided by your social media partners. By reviewing these analytics, you may discover powerful marketing trends that can steer your marketing plan for greater results. Some of the critical online data that analytics will provide include:
- Geographic locations of users who visit your site (helpful in plotting future media strategies).
- Behavioral engagement on your website, such as how long people stayed on what pages (helpful in tuning your key messages and placing your offers).
- Traffic sources within your social network (i.e., Twitter, Facebook, specific websites, etc., suggesting new avenues for marketing your business).
- Bounce rates, identifying what pages visitors left your site from and what incoming sources they most often bounced from (i.e., visitors from ads bounce more often than casual surfers; fine tune your media accordingly).
For those of you lamenting that there is no proof of social media ROI, here’s the foil. Online analytics can indeed help you measure your social network activity and begin making more accurate, fact-based decisions about your online marketing. Google Analytics is one tool you can use to spot the trends and drive engagement. Daniel Waisberg of Conversion Journey has written “The Definitive Guide to Google+ Analytics,” (download at: http://online-behavior.com/analytics/googleplus) which could serve as a launch point for your social optimization program. His guide is full of practical suggestions on how you can funnel more serious prospects into your pipeline. And, that is after all, the name of the game. For instance, if you know how many visitors came from searches sorted by price and how many converted, you can make better decisions affecting revenues and margins. Just as well, knowing what complementary product websites your customers came from can steer you to improvements and ancillary offers surrounding your core product. How you segment your audience, what you pay to reach them, what online assets are actually converting sales and other performance indicators can all be gleaned from the analytic reports available in the social media market sphere. If you would like to discuss this topic in greater detail, and develop an ongoing strategy to drive more interested prospects to your business online, contact me at firstname.lastname@example.org. Einstein’s Eyes is a full-service web design and web development firm serving the Dallas/Fort Worth Metroplex. We offer e-commerce, shopping cart, website design, e-surveys, streaming video, managed hosting, content management, email filtering and search engine marketing, all configured to help you get more out of your online marketing investment. Let us know how we can improve your bottom line. We’re all about ROI!