By now, it’s probably a given that your company has a page on social media sites such as Facebook and Twitter; and you may be pleased by the number of visitors you’ve getting. But if you don’t know who those visitors are, how they found you and what they want, are they really doing your business any good?
This is where the new DIY engagement analytics come in. No need to hire a marketing expert who’ll charge you an arm and a leg; these tools are easy to use and usually free. They track your online presence and tell you everything you need to know to convert those visitors into customers … and connect with many more potential customers just like them.
Let’s have a look at some of the most popular offerings.
Facebook Insights (free)
If you have a Facebook page, you already have Insights. Just click the link at the top of the page to see metrics about your audience, such as:
Demographic data (gender, age, location) about the people who liked your page
Engagement rate (views, likes, shares) of a particular post
How many paid likes (likes as a result of viewing an ad for your company) were received
Use the graphs to discover the reasons behind spikes and dips in page traffic, so you know what to do, or not do, in the future.
Twitter Analytics (included in the cost-per-click of your Twitter ad)
When you create a Twitter ad campaign you also get the ability to analyze the success of that campaign. Track the number of viewers that clicked over to your company website as well as other types of conversions such as a purchase or sign up.
Use this data to refine the targeting of future Twitter ad campaigns: by audience interests, geographic location, gender, keyword search use, and more.
You can also monitor basic metrics of both paid and unpaid Twitter activity from your dashboard.
Google Analytics (choice of free or premium)
With one account, you can keep comprehensive track of all your marketing efforts: online ads, videos, websites, apps and social media. It tracks a wide array of activity that affects marketing success, often with real-time reporting:
Customer characteristics, behaviors and path to conversion
Sales or other performance goals
Website and page function
Marketing test results
Multiple platforms and devices
Use the insights gained to understand, and reach, the people most likely to buy what you’re selling — with maximum efficiency of labor and expense.
This search engine consolidates mentions of your brand from more than 100 social media sites and blogs around the world, including Facebook, Twitter, YouTube and Digg. One convenient chart tells you who’s talking about your company, where they are and more. Data includes:
Strength (likelihood that your brand is being discussed)
Sentiment (ratio of positive to negative comments)
Reach (number of unique authors)
User names of most active commenters
Most frequently used hashtags
The future of business success lies in digital marketing. With user-friendly analytics tools like these, you can ensure that your investment in this direction is well spent … and richly rewarding.