Nov. 9, 2022
Social Media KPI’s
This blog post is being written with the intention of helping you to get a bird’s eye view of some of the more relevant key performance indicators KPI and SMART Goals that you will want to consider when setting goals and building them into your course of action of tracking those KPIs when you create your content marketing campaign strategy.
Setting SMART Goals
Set SMART goals and select the metrics that support these goals. SMART is an acronym that
stands for Specific, Measurable, Attainable, Relevant, and Timely. They can be determined by
looking at either your past historical data or using industry standards and benchmarks.
By doing so, you’ll be able to figure out what your Key Performance Indicators (KPI) are and
whether the content you’re producing and the effort it takes to promote them is working. These
metrics will also Tell the Story of your Customers Lifecycle. Here are just a few goals we could
set.
· Build brand awareness.
· Develop search engine authority.
· Increase lead generation.
· Influence customer loyalty.
With new algorithms and strategies being introduced all the time in the marketing arena, it’s critical
to understand our current position and how we compare to the competition. Then we’ll be able to
improve upon these strategies or trends and remain adaptable to the industry.
Keywords ARE Marketing in the 21st Century
HubSpot Academy refers to keywords as the “seeds” to growing and developing your strategy.
They also suggest that we look at them as the compass for any of our campaigns. Keywords
combined with optimization of the content on our websites and social media posts are key factors
to success. But they alone will not necessarily guarantee a high search engine ranking result. We
need to continue to innovate and make improvements where we can. Let’s attempt to understand
some of these KPIs now.
Organic Metrics
Organic metrics track the performance of non-paid content marketing through such efforts as
webpages, traffic, social media, email, and conversions. They give us information in two key
areas:
· Content performance across all our non-paid channels.
· Also, where the greatest opportunity is to have paid promotions.
Paid Metrics
The main thing with paid metrics that we’re looking at is that of the leads generated, how many
are becoming our customers. By tracking these metrics, we’ll have a better understanding of
what content is attracting these highly qualified leads which ultimately pay for the products or
services we are selling as a business.
There are many metrics to choose from and use, so keep in mind that our major goal is to
determine our Return on Ad Spend (ROAS), or the formula: Ad money conversion – Ad money
spent.
Web Page Metrics
Web page traffic shows us how our content is performing on the website. We can track things
like, page views, the traffic source, bounce rate, referrals, and keyword ranking. We can even
distinguish between page views (total visits count) and unique page views (tracking how many
visitors come to the web page).
There are many sources that visitors could come from with regards to traffic. We can provide
the source that our content is being discovered from like paid-search, organic traffic, email
marketing, social media and more. Referral traffic will tell us how well our backlinking and
content syndication strategies are working. And a bounce rate will tell us if our content has value
or not. We could also use heat tracking software (e.g., hotjar) to tell us how our visitors are
interacting with our web pages.
Keyword Ranking
Two great tools to begin tracking our “seed” keywords are AHREFs and SEMrush. In the
process of creating our content, keywords and phrases play a very important role. We’ll have a
better idea of how our content is ranking by tracking the strategy of our keyword performance.
Another way to improve your blog title rankings is to: match search intent, optimize for long-tail
keywords, and boost your clicks with power words.
Tracking Links
Google Analytics and HubSpot are good tools for tracking links. We can use fields to build
metrics that track things such as URLs, the campaign source, campaign medium, and the
campaign name. Also, the terms of the campaign, as well as any other relevant content that is
needed.
To be able to see this, we will need to create a tracking link for each referral source record, or a
person could use marketing software, such as software offered by HubSpot, who could then
track these links for us.
Tracking Views
Reach is the number of unique people who have viewed our content. Whereas Impressions
measure the total number of times our content has been viewed. You’ll find the content Reach
by looking in the Analytics dashboard of the social media platform that you’re using. Tracking
our content views is important because a great piece of content on social media can spread like
wildfire. So, by tracking the metrics of our social media we’ll be able to determine which post are
being viewed by more people than normal.
A view on Facebook occurs when a video plays for at least three seconds. Tracking views of our
social media will help us understand how the content we are promoting is performing with
regards to the reach of our audience and our user’s engagement with the content. Engagement
can be determined by looking for such things as: likes, shares, retweets, video views, comments
and much more, which is dependent on the platform that you are on.
Social Media Metrics
The whole reason behind sharing on social media is so that we can influence our growth with
these metrics. We want to be able to understand how our audience is responding to the content
that we are posting. If we are creating influential content on social media, we are going to create
a lot of traction with it. We will then want to produce similar content if we know that is the
information our audience wants to see and are engaging with.
Moving forward from a bird’s eye view the next thing is to get into the nitty, gritty of the worm’s
eye view. This is where the rubber meets the road. And as you may know there are literally
thousands of exciting metrics, which you can choose from to develop your own content
campaign KPIs. Through research we will do our utmost to keep you informed of the latest
developments.
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