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Followers Ain’t Enough: 5 Ways To Define Social Media Marketing Success for Your Business

Social Media Marketing

Did you know that 43% of business owners dedicate over six hours every week to their social media marketing efforts? That’s 15% of their workweek! But, is this investment of time yielding the desired results?

For many small businesses, social media marketing can be a slippery slope of scrolling, posting, and more. Wondering if all of those little actions online have any impact seems like it’s just part of the game. If you’re pouring hours into your social media strategy but still questioning its effectiveness, you’re not alone.

At Full Sail Media, we understand the importance of not just having a social media presence but making it impactful. Today we’re going to break down five metrics you should pay attention to in between all that scrolling to make sure you’re getting the most out of your social postings to keep your business growing.

  1. Engagement Rate

The word “engagement” is used a lot in the social media space. You’ve got to engage with content! Are they engaging with yours? We need more engagement! 

Besides giving men in relationships a panic attack, all this talk about engagement is actually useful. High engagement rates indicate that your content is not only reaching your audience but resonating with them. This metric, encompassing likes, comments, shares, and saves, reflects the quality of your interaction with your audience.

With that, engaged followers are more likely to become loyal customers. They’re the ones who will champion your brand, leading to organic growth.

Posting Strategy to Consider: Test with interactive content such as polls, questions, or contests. Track which type of posts yield higher engagement to fine-tune your strategy.

  1. Website Traffic

An old school way to measure social media’s ever-evolving algorithms? See the impact on your website. With a few exceptions (like social media posts that are used as ads), your social media platforms should serve as conduits leading directly to your website. 

While it’s great to have people who like your business’s tone of voice online, you also want to make sure there’s some connection with your digital doorstep. 

An increase in referral traffic from social media is a clear indicator that your content is compelling enough to encourage further exploration. More website traffic can lead to increased sales and conversions, directly impacting your bottom line.

Posting Strategy to Consider: Share blog posts, special offers, and new product announcements with clear call-to-actions directing followers to your website.

  1. Conversion Rate

Whether we’re talking about visitors who make it to your website or those who go straight from social media to your store, one metric here rules them all: converting those visits into tangible outcomes. 

High conversion rates from social media suggest that your content is effectively guiding your audience through the sales funnel. This leads to a direct correlation to revenue. Improving this metric can lead to a significant increase in profitability.

Posting Strategy to Consider: Use targeted promotions, exclusive social media discounts, and compelling calls-to-action to encourage purchases or sign-ups.

  1. Reach and Impressions

Viral videos have spoiled us with the idea of impossibly high view counts and reach statistics. Yet just because your social posts aren’t getting millions of impressions doesn’t make your impressions any less valuable. 

These metrics offer insights into your brand’s visibility on social media. A wider reach and higher impressions mean your content is being seen by more people, expanding your potential customer base. The more often your posts are showing up in the feeds across your market, the more you are slowly but surely building brand awareness, the first step in the customer journey. Increased visibility can lead to more followers, engagements, and ultimately, customers.

Posting Strategy to Consider: Collaborate with local influencers and other like-minded businesses in your area to extend your content’s reach.

  1. Customer Feedback and Interaction

Many of these metrics are quantitative ones that can best be judged over periods of time. While they can indeed help shape your strategies and your understanding of how your social media is working for you, don’t neglect qualitative feedback received through comments, direct messages, and social media interactions. These also offer invaluable insights into your audience’s needs and perceptions of your brand.

This direct line of communication can enhance customer satisfaction and loyalty, leading to repeat business and referrals.

Posting Strategy to Consider: Prompt feedback with specific questions, engage in comment sections, and create content that encourages user-generated content or testimonials.

Free Up Your Business With Full Sail’s Social Media Management Service

At Full Sail Media, we offer comprehensive Social Media Management services to ensure your brand not only has a consistent presence across platforms but engages and grows your target audience effectively. 

From strategic planning and content creation to community management, we’re here to handle your social media, so you can focus on what you do best: building relationships with your customers. Contact us today to learn more about how we can help.