Turning User Insights Into Social Media Marketing Fuel
When you arrive at that fork in the road, if you do decide that social media marketing is right for your business you’ll probably be wondering how to get started, and how to measure the results of a successful social media marketing campaign.
Amongst your journey you will ultimately discover the inescapable truth that humans are all naturally social creatures. That, and we love to learn. The fact that Facebook has approximately 1.15 billion users, Twitter has approximately 650 million users, Linkedin has approximately 277 million users, and Instagram has approximately 150 million users clearly stipulates that not only are we addicted to information consumption, but that we prefer to interact with brands and friends on our own terms. Isn’t the same true of you? Please. Don’t lie to yourself. You and your customers live within the planes of digital connections that are labeled as “friends” and “followers”.
How do I know what kind of stuff to post?
The path to social media majesty begins with understanding what information is most important to your consumer. You can find this information on your website. Assuming you’ve taken the time to optimize your website, and install analytics (in order to make sense of the data) it’s quite easy to see what content is most important to them. Everyday people are looking for your products and/or services. When they go to Mr. Google and say, “Dear Mr. Wizard of OZ the internet please help me find...” ←insert your product or service here, (Google does their magic) and then they land on your website. That process usually looks something like this:
Website data is your friend. The image above shows where searchers are entering/landing on a website, the actions that they take upon arriving at that website, and where/when they are leaving the website. By analyzing where the most frequently visited landing pages are, and how long people consume the content on those pages you can start to understand what those who are seeking your products and/or services are after. If your entity is avid about blogging, most of the time your blog will be the main source of inbound traffic (or at least it should be...). See! Your math teacher wasn’t lying to you! There actually is real world application for that stuff! Using geographical insights can help you start to understand both the demographics, and psychographics of who your consumers are (you can also measure this data against social analytics; we’ll talk about that in a sec, though.). Understanding that data let’s you know what kind of topical content has the most engagement and will equip you for social media success.
Selecting targets for your campaign
Understanding your audience is one of the most crucial parts of any campaign. Facebook, Twitter, Pinterest, and other social networks provide insights on who your dialog is taking place with. Analyzing these metrics gives definition and granular clarity to the list of targets that make up your marketing audience. Facebook provides excellent data visualization for all of your analytics.
What “engagement” really means…
It means shut up! Listen, look, and learn. THEN you can say something! True engagement is the byproduct of forethought. After analyzing the post TYPES that incur the most interaction from your targets, and their respective social channels you’ll begin to understand what resonates the best with your audience.
Listen. Use the analytical data from your social media websites in order to determine what type of content most interests your audience. Marry that with the type of content that evokes the most likes, retweets, comments, shares, pin, or any other social activity.
Look. As previously mentioned constantly compare your website analytics to your social analytics. Change is the only constant in life. Something may work for a long while, but ultimately everything changes.
Learn. Based off of all the numbers that you’ll now constantly be crunching and your new found movie director superpowers you can start to really, truly understand your user; your customer and their needs. Learn them as persons; people. Learn how they think. Learn how they learn. Learn how they Listen. Repeat this over and over again - forever. Or until blogging and social media are no longer relevant. Buuut that shouldn’t happen any time within the next quarter century… sooo you’re good. Just saying.
How do we make any money off of this anyway?!
At the end of the day using social media has two purposes.
1.) Telling your brand’s story in order to ignite interest and introduce your products or services.
2.) DRIVING TRAFFIC TO YOUR WEBSITE and uhm, what was the other one? Oh yeah - CREATING FREE LEADS!!
Now, you remember how at the top of this post we talked about continuously monitoring your blogging engagement and website analytics? Doesn’t that kind of tie into the whole driving traffic thing? Hmm... By monitoring the entry points of your website (previously referred to as landing pages) you can tell where your traffic is coming from, and what interests them, remember? This process (coupled with conversion tracking) creates a direct correlation between social media marketing, and lead generation. Then from lead generation to conversion. And from the conversion to monetary value. Customer life cycle, average attrition, and so on, and so forth. Now let’s review.
1. Optimize your website for maximum visibility with in Search Results.
2. Monitor and analyze website analytics.
3. Monitor and analyze Social Media analytics.
4. Listen. Look. Learn.
5. Continuously make adjustments to your strategy for the best possible outcome.