Social media marketing may be deemed ‘free’ yet at the very least, you will be making an investment of your time, if not additional resources as well. Therefore , you need to understand if its working for you. And the greater investment the more critical this becomes.
Last week I joined a webinar by the CIM (Chartered Institute of Marketing) and took away the following which I hope you will find useful.
- Clearly define your goals – the clearer your objectives, the easier it will be to measure against them.
- Customer Currency – your customer will ask ‘what’s in it for me?’ and therefore you will need to deliver against one of the following for every communication:
- Pride (local or some other association)
- Discount (for sharing the offer)
- Knowledge (information, tips, instructions)
- Tools – what, where, who – the following will help you collate the information to assess the performance of your social media efforts against your objectives:
- What – review each of the following:
- Visits
- Interactions (ie, conversations)
- Shares
- Resulting clicks
- Conversions
- Reach
- Where?
- Via which social media channels and email
- Who?
- Who are your brand advocates
- Who is sharing your posts
- The source (ie, where are they coming from)
- Nurture these people as they are important to your brand
- What – review each of the following:
And finally, remember Social Media is a two-way conversation!
If you would like to discuss any of the points above, please don’t hesitate to get in touch – email me at hello@alisonpagemarketing.co.uk.
Kind regards, Alison
