As a Social Media Analyst, understanding if a Basic SEO Strategy is working well or not is one of the most important metrics I can provide my clients.
Without proper functions in place (which are provided for free by Google Analytics) a social campaign is no more effective than a shot in the dark.With all the available tools to collect and monitor every action that is produced online, there is no longer an excuse for not making effective and intention decisions to Improve ROI.
Thankfully, there are a number of ways to measure social efforts, starting with Pay Per Click. But, how do you know what PPC ads are most effective? According to this nifty Infograph provided by WordStream.com it’s clear to see that PPC ads intentionally geared towards lead generation have the highest possible percentage of return.
But what is lead generation… I mean really?
It takes more than just a notion to use any old ad to create leads. The ads themselves, as well as the calculated funnel tracks (set up in a Google Analytic Goal Set) must have a lead generation outcome in place. Meaning, the steps you want prospects to take must already be paved out for them. This is done using targeted ads, leading to custom pages, and custom links while continuously monitoring metrics. All this should be pre-structured, tracked and monitored to understand if the steps are clear and leading in the intended direction.
Come on Now, how much does all this cost? This is where the beauty of inbound marketing comes into play. Statistically inbound marketing costs less and provides a higher rate of return. Hard to argue with that. Last year HubSpot released The Ultimate Resource guide for Inbound Marketing Stats and Charts that shows just how beneficial Inbound marking truly is.
Statistically ads geared towards inbound marketing are currently performing best. Examples of inbound marketing would be to offer free valuable content. If you need a bit of inspiration to get yous tarted, you can check out these 4 amazing examples HERE.
+ KunoCreative.com has a pretty nifty, forward thinking, video to explain just how it all works.
The impressive thing about how this works is its ignition through the use of a simple keyword or keyword phrase. But, how do you know which keywords leads are using to find you? This is where things get really neat. In Google Analytics Goal Set’s can be set up to track back every step a lead took leading up to the completion of your intended goal. Starting with the organic, or paid, keywords that were used in Google Search.
There are lots of fun ways to track data and a more advanced trick includes tracking a website’s individual page performance. Things get a little more dynamic when businesses track in page analytics. This Google Analytic functionality can actually show you the percentage of clicks on each page of your website. This is extremely helpful because a clear picture is revealed (in the form of data) as to what sections of your website are better performing than others to determine your highest conversion rates.
*Please note: You may want to ask your social media monitor if you can give them a hug. If you’re doing your own monitoring then I do suggest you at least reward yourself for reading this by indulging with a cookie.
Wondering how your Social Analysis stacks up? Fill out my FREE Web Analysis to find out.
