Digital Analytics: Monitoring Social Media Campaigns
by Jennifer Connell // 14.12.2017
Is It Possible to Get a Return on Investment with Digital Analytics?
As marketers, we work tirelessly to make an impression on all our digital mediums through digital analytics with efforts driven towards customer engagement. That is, of course, the objective. To get as much exposure as possible while we pray for the ultimate outcome – more clients. Please.
Does this sound familiar? What we sometimes forget is that the same amount of energy must be spent on monitoring all these online campaigns. Digital analytics is an important factor. The measurement of RIO of social media input is of significant measure to a marketing campaign as a whole. In the great big picture of marketing, social media is just one aspect. This means that we must regularly monitor and evaluate website visits, conversion rates, generated leads per channel, blog post shares, email click-through rates… and the list goes on and on. This is the only way available to us marketers to determine the impact of our campaigns. And needless to say, digital analytics indicates your success factors.
Why Social Media and Sales should Work Together
When we realize that sales and social media are partners and not separate entities, then when we can start monetizing on social media efforts. Even though social media cannot replace the work of traditional sales, it can assist the sales process. This is achieved through obtaining a better understanding of the targeted audience. And this information allows us to improve our inbound marketing strategy as well. This brings the sales objective into closer focus, and sparks relationships that can eventually lead to transactions.
The Link between Social Media and an Internet Marketing Campaign
Every marketing strategy aligns with specific marketing objectives. Inclusive of the goals which a company wishes to achieve over a period of time. These goals can be evaluated directly to determine how the company is faring on the ROI scale. For example: Remain a constant and reliable source of information, with constant SEO improvements as a result. Thus we analyze the data pertaining to the results of the SEO improvements of our website (for example on Moz). This is then how we gauge the effectiveness of our objective as a singular part of your marketing campaign. “Having these objectives will also allow the marketing team to quickly react when social media campaigns are not meeting the expectations”. ~ Role of Social Media in Internet Marketing for SMEs
The Link between a Marketing Strategy and Digital Analytics that Makes Sense
When marketers evaluate so many different data points it is possible to start losing track of what is most important. The business impact. At the end of the day, all the driving forces behind marketing and sales comes back to the bottom line. Executives want to know what marketing’s impact has on the business as a whole. And a clever marketer reports results accordingly. Instead of submitting a sheet with numbers and conversion rates, perhaps a diagram which depicts the increase in website traffic will be more informative. Instead of copying the data straight out of Facebook and presenting such as evidence of efforts, impress your business with actual click troughs and evidence of leads generated as a result.
Utilizing Data and Analytics Tools is a Must if you Want to Make the Greatest Online Impact Possible.
Approaching data interpretation for the first time can be intimidating. With so many applications available boasting to be the best, it is hard to sometimes know which ones to choose to get the data that you want. You may be asking what does the number mean? How do you interpret them? Or what the best platform would be for a long-term investment. We would like to leave you with a few take away’s on tools available for your digital analytics and what they can do to help you along the successful path of any marketing campaign.
A familiar favorite and definitely at the top of the list is Google Analytics.
A popular and frequently used tool everyone can use to measure where users visit their website the most. It offers valuable insights as to where to make improvements or determine whether people actually visit your products and services pages.
Other information from Google analytics includes demographic information about your audience. You can also measure how well your website is performing in relation to specific elements on your site. Additionally, measurements of customer interactions can highlight click through and conversion rates.
Clicky Web Analytics
The feature that stands out to us here is the real-time audience analysis. More user-friendly, Clicky Web Analytics monitors users surfing your website while they are visiting. The cool onsite heatmaps monitor the most popular aspects of your websites in color. The tools include individualized user reports and visitation history.
With the help of Moz Pro the methodical process of SEO is simplified. Great for all users, this online application includes a complete toolkit, a resource center, and a Moz community as well as training tutorials for those new to this process. For digital analytics, Moz offers us the MozBar, an SEO toolbar that you add to the top of your browser. With this summarized view, the MozBar simplifies tracking which conveniently and quickly investigating client, competitor, and link prospect websites for critical on-page elements and inbound link metrics.
The business-focused and user-friendly dashboard offered by Cyfe has been consistently named one of the most useful applications for data analytics. Data is gathered from multiple sources, providing an in-depth analysis of website and social media metrics. The dashboard feature makes for a big picture of your marketing strategy, allowing us to monitor all our data in one place as well.
Social Audience Insights
Social channels do assist marketers with a few essential tools to create and monitor more targeted content. For example, Facebook Audience Insights is made for businesses to implement targeted social media campaigns and determine the effectiveness thereof according to the target audiences. By using social demographic data, Audience Insights help us develop content that is specifically targeted based on occupations, interests, ages and the locations of our target audience.
When we develop an online strategy, we always keep the end result in mind. In this game, crunching the numbers is necessary, but with so many tools and programs available digital analytics is simplified to a science. And this is the science of making the most of your online presence and ensures your business is a success.