Previously, we blogged about actionable tactics for customer journey transition points. For those tactics to be successful, you’ll need to set measurable goals. This is where our discussion leads us this week.
Your social channels should be a part of your overall marketing strategy for driving sales, developing customer loyalty and creating brand ambassadors. However, taking customers on that journey requires varied campaigns and methods. Not every individual campaign is designed to create advocates. Each point in the journey is different, and each goal along the way is unique.
Do you know how to measure your goals based on social channel metrics? As your customers move through this journey with your brand, let’s take a look at how you can define, track and measure success.
Goal #1: Create awareness with potential customers
The first step in building a relationship between brand and consumer is awareness. Your metrics are going to be primarily reach and impressions. You need eyes on your brand’s product or service. You need to become visible. Secondarily, as your overall engagement grows, so will your reach, impressions and ultimately awareness. Especially as you start, you’ll see a positive relationship between your impressions and the growth of your follower base.
Goal #2: Develop an informed customer
After you’ve made a customer aware of your brand’s presence, it’s time to educate them about your product or service. Your primary metric is going to be specific types of engagements. Social channels like Facebook and Twitter include metrics for types of clicks on posts. Are customers clicking to expand content? Are they clicking to read more? Are they clicking links to your website? Your desired outcome is a customer that is curious about your brand.
Goal #3: Establish a basis for trial and consideration
Once a customer is aware of your brand or product, it’s time to move that individual into consideration mode. By using promotions on social and trackable links with tools like bit.ly, you can see the traction your posts are receiving in real-time. Within website metrics and conversions tracking through Google Analytics, you can see if online sales are coming directly from social or not. For brands that live by online sales, it’s critical to track referral traffic to your website. If your brand also has offline sales, tracking overall sales for month-over-month growth can help guide the analysis of your social campaign’s effectiveness in creating physical sales traffic. You can see a direct correlation as customers give you feedback as he or she tries the product for the first time. Watch your social channels for this feedback.
Goal #4: Grow brand loyalty
After customers try your product or service, it’s time to take them from infrequent users to exclusively using your brand. How can you track this change online? Does your content receive positive feedback online? As customers develop loyalty and attachment to your brand, comments and messages will increase. Is there a positive sentiment of the content being generated about your brand? Utilize social listening tools to monitor what people are saying about your brand’s product or services.
Goal #5: Move from customer to advocate
After a customer has become loyal to your brand, the final step is to have them advocate for you in bringing other customers in the flow of this journey. It’s time to find ambassadors for your brand. Measuring these actions requires looking for a combination of positive reviews and engagement frequency. Do you receive positive reviews on Facebook? Encourage your followers to share their positive experience. This will create positive word-of-mouth and inspire other customers to consider your brand. Is your content being shared? Sharing your content means a customer thought it was worthy to put their name on it their own social network. If you find users who are frequently sharing their positive experience with you and their social network, congratulations — you’ve found yourself a brand advocate.
Your techniques and messaging will vary depending on platform and brand, but goals stay the same. View social strategy as a campaign, set goals with an outcome in mind, and keep that mindset throughout the execution of the campaign.
To be able to judge the success of a campaign, you need to start with measurable goals. Your next step is to make sure you understand the metrics that translate to those goals. Finally, be sure that your only benchmarks for success at the end of the campaign are those goals you originally set.
At Social Factor, we love social analytics. It brings us joy. It makes us happy. It’s the reason we wake up every day. If you need support in measuring your brand’s success on social, contact us today. We live for this.
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