Content Marketing_Workbook_v2.0 PT1.pdf

Drive engagement social medias popularity is driven

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Drive Engagement Social media’s popularity is driven by the audience’s ability to interact with the media, unlike traditional media where the audience could only consume the advertising message. Therefore, it is important to measure the extent to which content stimulates engagement with its intended (and sometimes unintended) audience. Engagement metrics will vary from one social media network to the next however the most common include likes, Facebook reactions, shares/ retweets, comments, follows, pins and reposts. How to measure engagement Many of the mainstream social media networks have detailed reporting dashboards to measure engagement for each post, also known as the ‘native’ analytics dashboard. Alternatively, there are many social media management
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126 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 tools that provide summarised reports on interactions and engagements. The below image shows a variety of social media management tools from the industry leaders, such as Facebook and HootSuite, to more niche offerings such as Post Planner. These management tools offer metrics to establish how well a post has performed in terms of engagement. Image source: G2Crowd Generate Sales Leads A ‘sales lead’ is some form of contact made by a potential customer. ‘Lead generation’ is the science behind increasing the number of sales leads your business realises. People making tentative contact or enquiries are often referred to as ‘soft leads.’ They usually exchange their email address for something of value, such as a content download, white paper, eBook, free sample, contest entry or newsletter subscription. The hope is that eventually, with the help of an effective email marketing strategy, ‘soft leads’ will become ‘hard leads’ (someone who is genuinely interested in purchasing your products/ services) or customers. Since businesses use social media to generate both soft and hard leads, ROI can be measured by calculating cost-per-lead and/or cost- per-acquisition. How to measure Lead Generation There are many platforms available which offer functions that you can use to measure how many leads you have generated, and whether these have become sales. Your native analytics on social media networks can be used for reporting and viewing metrics on where visitors have come from and what content they engaged with. Your website builder, such as WordPress, or landing page builder, such as Instapage, have reporting tools which also allow you to track and measure the volume of leads. Increase Online Sales If a business sells its products online, it is possible to track the customer’s path to purchase all the way from initial contact to the sale transaction. For example, a customer may have seen an ad on Facebook, then clicked through to the website. Whilst there, the user downloaded a free template. Additionally, a cookie was dropped onto the user’s computer, meaning the user started seeing retargeting ads Facebook and Instagram. Over the course of the next four weeks, the user starts receiving regular emails and seeing many Facebook posts, often liking and commenting on the business’ content. Over time, the
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