Analytics Tools for Engagement By Megan Murphy
Do you ever feel like your online presence is going unnoticed? Are there times your work gets plenty of engagement but then your next post gets nothing? Staying consistent is the goal of any small business or brand and I’m sure plenty of you feel that it’s impossible to keep everything straight when it comes to social media. It may even feel like you are whispering in a crowded room when you post.
- “Am I posting frequently enough?”
- “Am I using the right hashtags?”
- “Am I recording conversions properly?”
- “Is my ROI growing?”
These are all totally normal concerns and I am so happy to be able to teach you about a few tools to help monitor your engagement and hopefully learn more about your audience to create the type of content that will make your business soar!
Let’s start with “Am I posting frequently enough?”
A content calendar is a great idea to help sort through your posts and make sure you are creating useful content as well as enough content. On average, you want to post at least once a day but not more than twice. Posting the same types of things every day can get boring and predictable, so a content calendar helps to visualize what types of content you’re posting over the month or year depending on how large of a calendar you make. It also can help you visualize when people are seeing your posts.
Posts with a call to action remind viewers to buy, read, watch or sign up. These are useful in the morning when people are starting their day off. Brand posts offer content that your audience might enjoy from similar brands or affiliated brands. Brand posts are best in the early evening when someone might be getting home and scrolling through their feeds to unwind. Social posts like polls, discussion questions, or personal anecdotes help pull engagement from your audience and create an emotional bond to your company. This type of attitudinal loyalty will help bring customers back again and again. Social posts do best in the afternoon when someone may be on their lunch break or just taking a break from work at their desk. Make sure on social posts you reply or “like” everyone’s reply to show that you listening. These posts should be scattered through your content calendar with call-to-actions, ads, and brand posts.
Setting up a content calendar can be done by hand, in excel, or through apps like Loomly, Air Table or Contentful just to name a few. These types of online calendars are best because they can store posts ahead of time and let you post with just a click of a button or some even post automatically.
Posting automatically and having a content calendar are just some of the features of a Social Media Management app like the ones listed above. Social Media Management software can help with monitoring your business or brand’s social media dashboards all in one place, you can view your analytics in one dashboard, and be on top of your customer replies quickly. Using a platform like Hootsuite, Sprout Social or Loomly can take care of a lot of the little jobs you were performing on your own. In something like the websites listed above, you can plug in posts for each of your social media outlets and schedule their send-off. Then you can track their engagement and performance. Sometimes this is called “social media listening”. This can be useful to answer question #2 “Am I using the right hashtags?”.
Further into the matrix of social media are CRMs, or Customer Relationship Management software, which allow you to store customer information quickly and easily, providing a database for email marketing, traditional mail, and more. CRMs are important if you have a large database of customers. They typically go hand in hand with email marketing needs. Here at EVA, we use a website called Flodesk to create and send emails, and it functions as a CRM for all of our email recipients. There are other options like Benchmark or Mail Chimp which are both popular in different industries. Most CRMs make sending mass emails a breeze when you can create and send using your stored database.
And finally, “Am I recording conversions properly?”
Similar to Facebook Pixel, Google offers a system called Google Tag Manager which also allows you to introduce cookies to your website and link them to a Google Analytics account to view how, where, and when a user is clicking on your links and pages in your website. This information is helpful when you set up a marketing funnel like I discussed last month. Google Analytics allows you to track conversions, sales and clicks all in one place.
I hope this helps some of the concerns you have while learning to grow your audience and climb that social media ladder! Remember growing a business takes a village – just like raising a baby – but with some careful tracking and organizing, you can take control of your social media presence.