If you’ve been through any kind of direct sales training, you’ve probably come across the concept that what you measure is what grows. So if you want something in your business to grow, you have to put into place some sort of measurement system, so you can track your progress, and you need to pay attention to those metrics regularly so you can make the minute adjustments needed.
So let’s apply that to your social media marketing for a moment. Why do you use social media for your business? Chances are, it’s got something to do with generating leads and making more money for your business. But are you measuring it? Are you keeping careful track of what you do to market your business in social media, and have in place a measurement system to track your efforts?
If you’re like most direct sellers, the answer is probably no. Instead, you do what you think of in the moment, and hope it brings you a new customer or two.
But if that’s the way you’re running your social media marketing, you’re likely wasting a LOT of your efforts. Rather than relying on luck and instinct, use these tips to put into place an effective social media measurement program that will bring you better, and more consistent, results:
- Write down your goal: While you may have a general idea of what you want to happen as a result of your social media marketing efforts, specifics matter. So instead of saying “I want more customers,” say something like, “I want to get 5 new customers this month as a result of my social media efforts.” This more specific goal gives you something to work towards, and to track. Then you can plan specific online activities to help you reach your goal.
- Know which metrics to track: One of the biggest challenges people face when measuring marketing success is analytics information overload. There is a lot of meaningless metrics available to you through your social media tools, and unless you know which metrics are important, you may get excited (or discouraged) about the wrong things. So once you’ve identified your goal (get 5 new customers this month) then you can identify important metrics. For example, Likes are only important if they mean new sales. And the Reach of an individual post is only valuable if within that post you get new leads that become customers. By knowing what to focus on, you read the metrics better.
- Record results: Don’t just look at your numbers and think you’ll remember them. You won’t. Trust me. Instead, set up a simple spreadsheet so you can record, week over week, progress towards your goal. You’ll begin to notice trends that will help you make adjustments, and become a better marketer.
- Analyze results: Don’t just write the metrics down in your spreadsheet and walk away. Take some time to think about what the numbers mean. For example, if you notice that you get a lot of likes, but you aren’t getting any new customers as a result, maybe you need to change the kind of content that you share. If you notice that you’re getting a lot of reach on a particular post, take a look at what is causing people to interact with and share that particular post, and see if there are ways to do more of this.
- Do more of what works: Once you’ve analyzed your results over time, you’ll have a better idea of what, specifically, is helping you get closer to your goals. This will help you refine your techniques and grow your business. Remember, your community is unique to you. What works for someone else may not be what resonates with your community. So take outside advice with a grain of salt, and do the analytical work to determine what works best for you.
By taking the time to put a measurement program to work for your business, you will find that your time marketing online is better spent, and leads to more consistent results.
Do you have a measurement program in place for your marketing efforts? What do you measure? Would love to read your thoughts in the comments below!