Metrics, metrics, metrics: What Do I ACTUALLY need to pay attention to?

Analytics-Marketing-Millennial

It’s hard to go on a social media platform nowadays and not see an option for “switching to a business page.” Even without a business page, platforms such as Twitter, provide metrics to help you keep track of some key information pertaining to your page and content.

Whether you are building up your personal brand, your businesses online presence, or you work in social media aiding clients in building their presence, these metrics should NOT be avoided. They are a great indicator of how your content performs and your overall page growth. Each platform has relatively the same metrics however, some utilize different terms for it.

If you aren’t utilizing metrics or you simply don’t fully understand what they are and why they help, keep on reading!

Reach/Impressions

Reach/impressions tend to be the highest number out of all metrics, but what exactly does it mean?

Many people flock to this figure because, as I said, it is typically the largest number, but it’s not necessarily the most important. Reach/impressions simply means the amount of times your post has showed up on someones news feed or timeline. An individual doesn’t have to interact with the post or even really pay any mind to it, your post just has to make it to their timeline/news feed to count as an impression.

Whilst it may sound like impressions/reach isn’t worth keeping track of, it’s a great indicator of how your content or brand is expanding. For example, if you get 20k impressions on Twitter one month, but 90k the next month, this means that your content is being shared to more and more individuals feeds. Is reach/impressions the most important metric when it comes to measuring performance? No, but it shouldn’t be neglected!

Tam’s Tips for Increasing Reach/Impressions:

  • Engage with other peoples content (like, favourite, share, comment, etc).
  • Increase quantity of posts (but don’t be spammy!)
  • Run paid ads (this will not only increase this metric, but enhance it, by reaching your target demographic)
  • Collaborate – feature others on your posts, vice versa.

Engagement

No, I am not talking about the step before marriage (although kudos to you and your partner if you’ve recently become engaged), I am talking about how people interact with your content and vice versa. Engagement is one of the most important metrics, imo. Before I get into why, I will get into the what.

Engagement metrics are derived from a plethora of actions; from likes/favourites to retweets or comments, to shares. Basically, any way that individuals are performing an action surrounding your content. So why is this so important? Well, there are many reasons and I could probably go on for ages, but I’ll sum it up to the best of my abilities. Engagement helps increase brand awareness, brand authority, and reach/impressions. This metric is also a great way to see what content is working and what isn’t. For example, if you shared 10 blog posts last month, the engagement rates on them would be a good indicator of what people flock towards and what they may shy away from.

Tam’s Tips for Increasing Engagement

  • Reciprocate. Engage with content YOU enjoy. Engage with relevant users. Similar to becoming engaged to someone, it’s a joint effort and the more you put in, the more you get out.
  • Get your audience involved. Ask questions at the end of posts, create polls, create contests, ask for opinions.
  • Live video – live video is a great way to show how engaging and genuine you are. If you are live streaming, talk to your audience. If they ask questions, answer. If they have comments, address them!
  • Understand your audience. When reviewing your engagement metrics, see what your audience prefers. This is a great way to ensure any content thereafter caters to the wants and needs of your readers/viewers/consumers.

Followers

The topic of followers and their importance has sparked many debates. Some say it’s about the quality of your followers, while others vouch for vanity metrics and prefer quantity. I am a firm believer of quality > quantity, however, that doesn’t mean that someone with a large following is solely focused on quantity. When you put out good content, people will follow you, simple. Organic increase in followers is a good indication that people want more from you and look forward to future content.

Followers is a vanity metric, but still a strong indicator of performance. If you notice a sudden, massive drop in followers, this could be an indication that there is either an issue with the site itself or simply that people are not connected to your content. On the flip side, an increase in followers can indicate that there is more buzz or awareness around your brand and people want to know more.

Let’s set one thing straight, please do NOT buy followers. Yes, people still do this. While an account with a large following may look authoritative, it’s easy to spot when those followers are paid for. Sites that promise followers do just that, but these followers are often bots or inactive accounts who will NEVER engage with your content, purchase your products/services, or provide any value. This is often prevalent when an account has a large following but little to no interaction. It’s best to grow content organically through your content or if you want to pay for that boost, do so through paid ads that will bring you qualative followers.

Tam’s Tips for Increasing Followers

  • Be consistent with your content.
  • Create engaging and enticing content
  • Cater to your key demographics via your content
  • Just like engagement, it’s not one sided. Follow people you’re interested in as well.
  • Be personable. Don’t just sell, sell, sell. Provide value.
  • Paid ads – create paid ads to help you increase your followers faster. You still have to ensure your ad is an accurate and enticing representation of your brand!
  • Get involved in your community. I like to join Twitter Chats and through this, I have gained a plethora of followers!

Leads

What do we want? Profit for our business! When do we want it? Now would be nice!

Lead generation – a key component of marketing efforts, after all, business all have one goal in common: generating profit! Generating leads through content and SEO has become the norm in recent years, with a vast majority of consumers online. Typically, leads are measured post campaign, whether pair or organic. Leads are comparative from campaign to campaign, for example, if one campaign garners a significantly higher number of leads, you want to dive into what made that campaign so successful.

Once leads are generated, it is up to the sales persons (or whomever does selling) to turn those leads into conversions. Why are leads so important? Money, money, money, moneeeeeey (money).

Tam’s Tips on Increasing Leads

  • Run paid campaigns and toggle with the “leads/conversions” features offered by many social platforms
  • Follow-up with those who have shown interest in your products/services. For example, if someone comments on how useful your product/service is, engage with them and follow-up with more info.
  • Include a CTA (call-to-action) in your posts. A Call To Action is a simple and enticing phrase that will call for your consumers to follow up on a given action (i.e., contact us today or visit our website for more information).
  • Utilize SEO (Search Engine Optimization). After all, search engines are typically utilized when a person is looking for a product or service
  • Have a clear, easy-to-follow landing page if you are to use one.

There are so many metrics out there, all of which has a purpose when it comes to your marketing efforts. It’s important to pay attention to them and check them on a regular basis in order to optimize your content, branding, and lead generation efforts.

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