How to Ensure Your Social Media Strategy is Data-Driven
When it comes to your social media strategy, are your decisions fueled by data? If you answered no to this question, we’re here to help. As a small business, it’s crucial to know why social data is important and how to use numbers to inform your strategy.
Before we dive in, you should know that data is for all businesses, whether you are a start-up or have been in business for a long time. Without numbers, you are simply guessing what your audience likes or wants to see and just hoping that you are right. It is not uncommon for brands to develop a social media strategy based on things we like, ideas we have heard, and content that we see other brands and creators being successful at. When your time and money are on the line, it is critical to ensure that you are not wasting your resources.
Ready to start using data to inform your marketing strategy? Keep reading for what you need to know.
Figure out what to track
Before you can start tracking, you need to decide what metrics are important to you! Take time to review your marketing goals and assess how each platform fits your objectives. Are you on a channel to build brand awareness, generate leads, or help a potential customer contact your business? Once you have figured out your goals, you will be able to determine what outlets make the most sense for you.
For example, if you are a home improvement business that offers a particular set of services, and your goal is to generate a certain number of appointments each month, you will want to track how often people search for that service by keyword. You will also want to track site visits, phone calls, the number of direct messages received, or people Googling directions to visit a particular location.
Choose your tools
In terms of social media, each platform has its own analytics capabilities for you to track things like audience demographics, comments, likes, shares, etc. Utilizing these free resources is an easy way to monitor how your content is performing!
On a larger business scale, one of the best tools you can use for online tracking is Google Analytics. This tool is packed with data bout how consumers interact with your online presence, making it an incredibly valuable resource for brands and marketers alike.
Review your performance
Once you have nailed down your goals, you are ready to start tracking your performance to ensure you are moving towards hitting said goals!
The next step is to start utilizing your findings to inform your decisions regarding your marketing strategy.
You may start to realize that you have been putting too much effort into platforms that are not delivering results and not enough time into the ones with the most potential. For example, you may find that Twitter is driving more traffic to your website than Facebook, even though you focus your community management efforts on Facebook.
Numbers do not lie! Once you can clearly see the data, you can start to ask important questions and make tweaks to your strategy.
Adjust your strategy based on findings
Once you have had a few eye-opening experiences while reviewing your data, you can start to refine your marketing strategy.
For starters, you are going to want to stop creating content that is not performing well and stop utilizing platforms where you are not seeing leads come in. You are also going to want to increase usage on platforms where you see potential and start generating more content around topics that you see are performing well.
Ultimately, it is important to remember that there is no magic bullet when it comes to marketing. Platforms are constantly updating, and new trends are always emerging, so it is necessary to stay on top of the latest news and innovations and track your data every month. As platforms and people change, your business needs to be able to adjust with them. You cannot create a strategy and then walk away. You have to be ready to make tweaks when needed!
Are you ready to take your social media strategy to the next level through Facebook? Call, DM, or email us at firstname.lastname@example.org to get started. We would love to help you create a data-focused plan.