Monitoring & measuring your marketing is an article we’ve wanted to talk through for a while now. In the past we’ve discussed the importance of knowing your customer. This is still true. In fact, they can sometimes be combined. However, if you aren’t monitoring and measuring your marketing, how do you know what’s working? This could be just about as important.
Check this stuff…often!
Let’s use Facebook as our main social media example here for this blog. The demographics, reaches, likes, and other analytics will vary from platform to platform. Comparatively, the audiences differ greatly. LinkedIn will differ from Facebook. Instagram will be different from LinkedIn, and so on.
The above statistic is a screenshot directly from a Facebook page we recently took over managing. As a matter of fact, all stats in this blog are authentic. In other words, no numbers are skewed here in any way. This (above) was their page insights roughly two weeks after 77 Design Co started posting.
How to improve.
By all means, there is more to this statistic than what it seems. This is not a “puff our chest out” type of post though. We’ll discuss a few things we did that you can simply do to improve your page. Sure, we are proud of creating numbers like this. It’s kind of crazy when you really look at it though!
What happened to this Facebook page before we took over? We don’t know. They were posting consistently. The page was mostly optimized. It’s our belief that the messaging may have been off though. Believe it or not, even the typefaces and fonts used in some of the earlier posts likely mattered. The bubbly and vivacious styles that were used in previous posts likely threw off the audience. Given that the page is geared towards outdoorsy men and women, this undoubtedly affected the messages. Content, visuals, and messaging are extremely important. They absolutely need to be tailored specifically to the pages audience.
What we do know is that it was our intent to build an audience right from the start. Looking over this statistic, we are confident that has begun. We’ll do our best to continue that trend.
The insights tool gives you a lot of data that is relevant to what you are doing…marketing your business! Use it. Monitor it. Measure it. These tools help when deciding who you are writing content to. In addition, you can use these insights to tailor your message, the tags you use, post times, and other aspects to see what works and what doesn’t. This HubSpot blog gets a little deeper into understanding FB insights. Have a look and learn more: https://blog.hubspot.com/marketing/facebook-insights
Along with monitoring & measuring your social media marketing through available stats, as mentioned above, knowing your customer is one of the most difficult tasks for a business. The given statistics from your social media pages can help with this. That is to say, if you monitor the stats closely it will give some ideas. Additionally, you will need to consider that these are social media numbers. They may vary slightly from other sources of marketing. Either way those statistics will give you a starting point.
Summing up, monitoring your social stats can be applicable for other forms of marketing as well. If you check over the ages, genders, and locations, for example, these could help drastically with a direct mail program. Or, they can be applicable to narrowing down what services/products to promote for other digital marketing strategies. Again, in the end these are social media stats. Monitoring & measuring your marketing has to be done across the board to get a true analysis on who your customer really is.
As always if you need help tracking or attracting customers…certainly, 77 Design Co will give you a hand. Feel free to reach out.
Analyze. Create. Achieve.