You're launching a new social media campaign. How can you measure its success?

Embracing a 'fail fast' mindset, I always encourage my team to be agile and responsive with every new initiative. It's vital in social media campaigns to actively observe, track, and adapt for success. Our approach includes: - Strategic Goal Setting: Clearly defining campaign objectives, tailored for specific goals such as brand awareness, customer engagement, or sales conversion. - Audience-Centric Approach: Engaging with our target audience effectively by choosing the right platform and customizing content to their preferences and behaviors. - Adaptive Execution and Analytics: Employing analytics tools for immediate feedback, continuously optimizing our strategy to align with evolving trends and audience engagement.

Sales numbers don't define success on its own itself. Although increasing sales is a long-term goal, there are other ways to measure success in the short term, such increasing foot traffic or improving website traffic, both of which lead to an increase in sales over time.

As with *any* marketing campaign, you need to know where you’re going in order to know, “Are we there yet?” In other words, you need to define your goals and KPIs before you launch. By doing this, you can tell if the channels and creative you are using are working for you or not. Too often people are so eager to launch that they don’t spend the time to define their KPIs in a measurable way…that’s why the SMART formula mentioned above works so well. Do this, and you’ll not only know how far you have to go, but also how incredibly successful your campaigns are because you took the time to define success.

Social media campaigns are one of the major action items taken by companies to achieve some goals. So before launching any campaign, team needs to have a very good clarification on Why are they launching this campaign What are the metrics to be kept in mind What is the end goal. Without the Northstar metric, you are just assuming you are going right!

1. Engagement Metrics - likes, comments, shares, etc. 2. Follower Growth 3. Reach and Impressions 4. Click-Through Rate (CTR) 5. Conversion Rates 6. Hashtag Performance 7. Brand Mentions 8. Sentiment Analysis 9. Customer Feedback 10. Influencer Impact 11. Web Traffic 12. Time on Page. 13. Return on Investment (ROI)

This is one of the major points to be considered when it comes to campaign success. Before launching the campaign, you should research Where does your audience spend most of their time What they would like to read If you are b2c or D2C brand, Instagram and Pinterest might work superb but again you need to research the same! B2b LinkedIn for prospecting or running a campaign. But to my recent shock, X have performed best in the recent campaign we have launched.

The reach of certain platforms for certain segments of people plays the most important part here. If you are D ti C brand, then Meta and Pinterest can be taken, If B to B, then Linkedin, if education brand then Linkedin, quora and Insta. The miox of platforms for the campaigns in the most important decisions.

Knowing your target audience is key, but your target audience can often be found anywhere, in my experience the best teller as to what social media you should utilize should be based on your end goal and the normal age of your target audience. Utilizing and trying multiple platforms is the best foot forward, and know how to best use the platform. For example, TikTok and instagram.. when are people the most active? what kind of hooks garner more attraction on which platform? Knowing the platforms you’d like to utilize and adjusting your content accordingly is where you will truly get the best results!

Die Auswahl der geeigneten Plattform oder des geeigneten Plattform-Mixes hängt von zahlreichen Faktoren ab, die bestimmt werden sollten, bevor man startet. Potenzielle Fragen könnten sein: 🚀 Strategie: Was möchte ich erreichen? 🎯 Zielgruppe: Wer ist meine Zielgruppe? 🕵️ Zielgruppen-Analyse: Wo finde ich meine Zielgruppe? 💰 Budget: Welches Budget habe ich zur Verfügung? 🤷🏻♂️ Make or buy: Wer soll das Thema aufsetzen - Inhouse-Abteilung, Agentur oder hybrid? 👩💻Operative Umsetzung: Wer soll die Content-Betreuung und das Community-Management übernehmen? Erst wenn diese Fragen - oder zumindest die grundlegenden - beantwortet sind, sollte die Auswahl der geeigneten Social Media Plattform getroffen werden. ✅

Die Effektivität könnte bezogen auf die einzelnen Ziele unterschiedlich gemessen werden, was sehr wichtig ist: - Marke > Markenbekanntheit - Reichweite > in der Zielgruppe vs. Benchmarks - Interaktion vs. Benchmarks - Kosten: CPM (TKP) vs. anderer Kampagnen - Transfer zum Newsletter > Anmelderate - Gewinnspiel > Teilnahmerate - Verkauf > Conversion Rate zum Webshop + Höhe Shopping Cart

One critical part of the strategy is as follows: 1. What channel are you using and what’s the form of consumption of that channel ? I often see companies repost the same message across Twitter, linked in, Meta etc and to users that are across all journeys that’s boring and repetitive. Also not all content is created equal or impactful across those channels. For a long form post written on LinkedIn or an image for LinkedIn won’t work the same as Twitter where you have to pack a punch in limited character count 2. Social is a brand awareness and top of the funnel play. Buy now or sign ups unless an impulse buy often don’t resonate. The action needs to align with the user journey The true measure is # of people reposted your content

Creating the right kind of content for your niche and each platform is vital, know what is best utilized where. But be authentic, most people can sense inauthenticity on social media and will steer away from it. Keep it fun, have a call to action, but don’t make it the painstaking point of the video, that will turn people away!! Know what your base wants to see or hear, but don’t post like you’re a robot or just another scammy company trying to get a sale or a sign up. Leave them with questions, the best way to keep people coming back is to leave them with questions. Too much or too little information and you’ll lose them, just enough to get their attention and get them to interact! Keep the call to action more personable.

Content led growth or content led visibility is the key to any successful campaign. So to run a great campaign, support with great content that is understood by your audience. Work on what does your audience love to listen and read.

El contenido que desarrolles, debe ser relevante y de interés para tu audiencia. Es importante generar espacios que permitan a tu audiencia nutrirse de información que la mantenga actualizada y le ayude en su desarrollo y bienestar. Para ello, debes conocer auténticamente a tu audiencia, generar engagement y “saber escuchar” lo que tienen para decirte.

Content strategy depends upon which segment of customers are you targeting, the text content must be keyword dense to optimal level, the pictorial content must have data plugged in etc etc. The hashtags are also important in this.

Being consist with content and campaign is the key. You can launch your campaign through free Google tools You can launch your content with many free tools out there starting from predis to many other tools

Launching a campaign is like orchestrating a marketing symphony. 🎶✨ Imagine this: Your content calendar is the maestro, and a social media tool is the bandmate keeping things harmonized across platforms. Now, the real show begins—chatting with your audience, handling their Qs, and soaking in those comments. 🗣️💬 Feel free to throw in some spice—try out different headlines, pics, and timing to keep things groovy!

Lo más eficiente es planificar y programar todo el contenido del mes unos días antes del inicio del siguiente. Así puedes centrarte en otras labores sin estar pendiente de publicar cada día.

Consistency is always key, batch making content and using software to auto publish across multiple platforms is how you succeed. Try to change up your content for each platform to get more cross platform follows. Do a soft pre launch, create multiple introduction posts and send them to trusted people to give you feedback on what grabbed their attention the most, and to give you constructive criticism prior to posting on any platform.

Analyze Reach and Impressions: Assess the reach and impressions of your campaign to understand how many people saw your content. Reach measures the unique number of users who saw your posts, while impressions reflect the total number of times your content was displayed. Examine Follower Growth: Track changes in your follower count during the campaign. Follower growth is a direct indicator of increased brand visibility and potential audience expansion. Click-Through Rate (CTR): If the campaign involves driving traffic to a website or specific landing pages, monitor the click-through rate. CTR calculates the percentage of users who clicked on a link compared to the total number of users who saw the post.

Without analysing your results or activity. This would be just another action not a successful one. Use tools like GA4, GSC and other tools to keep up the analysis. Once you analyse the campaign, make sure you are correcting them and not repeating. And also there is a myth in the market, is that we should not change keywords or targeted keywords in between but there is nothing like that

To avoid random acts of marketing and spend, (remember... marketing should be viewed as a revenue generation center and not a cost center), you'll want to dive into your surface level analysis with clicks, likes, traffic from posts, etc. The next level analysis would be to see "who" liked your posts, who commented on your posts, and then eventually evaluate if these potential prospects are your ICP. If they are, you can start, (or the sales team can start), to build connections we these folks.

After your social media campaign ends, it's time to crunch some numbers. Fire up Google Analytics and check out the specifics. How did your website traffic fare during the campaign? Compare your results with your initial goals. Look at what worked well – like a surge in site visits from your Facebook ads – and what didn’t, such as lower engagement on your blog posts. Next, pull together a report that’s clear and to the point. Use graphs to illustrate changes in web traffic and tables to break down visitor behavior. This isn’t just a recap; it’s a useful guide for your next campaign, highlighting your successes and areas for improvement.

Customer Journey Integrations: Your audience won't stay connected through Social Media only. If you understand Marketing you must acknowledge the different touchpoints that you can use to interact with leads and convert customers. Having a clear map of when and how your leads interact with your marketing assets is key to optimising campaigns and focusing on conversions. Many CRMs and Marketing Cloud systems allow you to understand each lead's journey towards a purchase.

Did anyone look at it? Rudimentarily, if yes, then good, if not, then bad. But context matters. Did a LOT of people look at it? What is a lot? And were they the right people? A lot of organizations most popular content is popular amongst its employees. While this is helpful for amp. It’s not usually the target audience.

Test Test Test. There's no bad campaign, there's a campaign you learned nothing from. start from audience, message, platform, and of course - creative. use the A/B testing feature wherever and whenever possible to craft tailor-made lead generator campaigns for your organization.

In this corner of the report, let's toss in the wildcard bits – the unexpected, the quirky. Maybe it's the surprisingly high engagement from that offbeat meme you posted, or how a random Tuesday turned into your top traffic day. This is where you share the oddball insights and stories that don't quite fit anywhere else but are too cool to leave out. It's like the secret sauce of your campaign – those unique, sometimes baffling moments that made you think, laugh, or reevaluate. So, what's your wildcard? The little gems that aren't just numbers but tell a story about your audience, your brand, and maybe even you.

Conversion Tracking: If your goal is conversions, whether it's sign-ups, purchases, or form submissions, implement conversion tracking. Use analytics tools to attribute conversions to your social media efforts. Measure Website Traffic: Analyze the impact on website traffic. Use tools like Google Analytics to see if there's an increase in sessions, page views, and the time users spend on your site as a result of your social media campaign.