Numbers Matter

Let's talk a bit about the numbers. Numbers always matter when it comes to any marketing, including social media marketing. Many people will claim that it's hard to quantify social media marketing, but that's not true. If you've set SMART goals based on your buyer's journey, you can measure your effectiveness. But understand what numbers are most important. Click-Throughs Many people want to focus on click-throughs as a number to count. And while clicks do count, what matters more is what they do after they click.

Did they bounce off; did they read more; did they convert? Those are all critical factors to address. For example, let's say you have an advertisement running on Facebook, and it's getting a lot of clicks but low to no conversions. Why? It's essential to be able to look at that and determine what is going wrong. Is your advertisement attracting the right audience? Is your ad plus landing page in alignment for the same audience? Do you need to tweak the landing page, the buy button, the headline, or is it loading slow? What is causing the problem?

Email Opens It's okay to find out how many subscribers are opening your emails, but what happens after they open it? Are they responding to your calls to action? Do they unsubscribe or share the email with others? What steps do they take after opening the email? Likes/Friends/Follows On social media, each network has its own name for when someone connects with you. But regardless of terms, there is more to count than when someone clicks. After connecting, do they engage with you, share with others, or answer your calls to action?