It’s always the big question – “what’s the ROI on that program?”
Granted, it is the bottom line of any marketing program and always has been. While certain “old school” direct mail programs were easier to track, channels like TV and radio were not. So what can you do to put some revenue around your social brainchild?
Here are 3 things to do tomorrow.
#1: Always Think About Using Social Media With Other Channels
When people think social media, they immediately think of the exact number that can represent ROI. 100 people come, 50 people LIKE my page, etc… But before you get to that point, you need to address an important question: What are the other channels that social media works with to improve ROI? Add that into your calculations
Measure things like visit-to-lead conversions in addition to lead-to-customer conversions. This paints a more detailed picture of how users are engaging—or not engaging—with the content we’re sharing.
- Don’t just focus on top-level metrics such as “likes.” Focus on behavioral elements once they’ve visited your website. You’ll not only have a better understanding of what drives ROI, but also how to do more of it.
- Brand Awareness and Engagement: Find out how many people have interacted with your brand and/or consumed your content by commenting, sharing, liking or adding it to their favorites.
- It may be tempting to look at impressions or reach to assess performance, but measurable engagement is a much more concrete indicator of success.
#3 Conversion Pixels – Everybody’s Doing It
Insert the conversion pixel into your landing page and track away.
#3.5 Know Google Analytics like the back of your hand