It’s not always about the thumbs

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It’s not always about the thumbs

Digital marketing provides a unique perspective for measuring results. No longer is marketing to prospective customers a case of casting your line and waiting on them biting. Social media is awash with data and analytics that can help you narrow the window and capture the customers.

You will have seen it even if you don’t run a business account, there are a plethora of options when you read a post from likes, shares and calls to actions (click me buttons). These all play a part in how you can measure the success of your marketing campaign online.

To start with what is the goal of your campaign? Is it to increase the visibility of your brand, gain readers of your blog or possibly the good old getting them to buy a product. These may all seem fairly similar and that there will be no difference in how you would measure the results, but there are subtle key things you can be looking for to ensure you meet your goals.

Link clicks

In Facebook Insights, you can see overall clicks on your posts, but you can also break it down further to see specific link clicks. Link clicks are the most important because they show the most relevant form of engagement. This tells you your audience is interested enough to learn more, and if they’re on your own site, you can track their journey from there.

Reach versus impressions

Reach is the number of people who see a post, while impressions are the number of times the post was seen. For example, if a post was shown to the same person twice, it would count as one reach and two impressions. If your campaign goal is to get your post in front of a specific number of people or get the word out to as many people as possible, then reach would be the appropriate metric to look at. If your goal is to have your post shown a specific number of times to your audience to increase brand awareness, then impressions would be a suitable metric to look at. It all depends on what your goal is.

Platform engagement

Platform engagement means the likes, retweets, shares, comments, follows, etc., and while probably slightly overrated in terms of its importance. They are helpful for in terms of interesting content and helping the algorithms running behind social networks to rank your content higher on timelines. Though it’s less reliable than link clicks, it can help increase reach and impressions when people interact with your content as the bulk of networks will now share liking activity with your friends/followers.