Making Sense Of Your Social Media Analytics – Quick Reference Guide
Whether you like it or not, social media has now become a part of everyday life and that includes how you present your business to your customers. Whether you own a small handyman service or a computer repair shop, if you want to increase your market share, you’ll need to have a presence on social media.
But how can you determine whether or not you are actually making an impact on social media? It can be daunting at first, especially if you don’t consider yourself an expert when it comes to technology, but all you have to do is follow these guidelines and you’ll easily be able to understand how your customers are interacting with you through social media.
Understanding Social Analytics
It makes sense to actually understand the meaning of social analytics before you attempt to measure it. To make it simple, social analytics are the measurements of the success of your social-media marketing. However, it doesn’t necessarily mean you need to look at the number of your Facebook followers or the amount of retweets you get (though that is one part of it). Instead, you need to be looking at the following things in order to fully understand your social media analytics.
The Size Of Your Community
This one is pretty easy to understand, as all you have to do is look at the total number of followers or Facebook fans that you have. If you have multiple social media accounts, you will want to look at all of your fans across the entire social media spectrum, as the combined total can be an indication of whether or not you are effectively marketing yourself on social media. The more you increase the size of your community, the more effective your social-media marketing is going to be.
To keep track of all of the analytical data for your social media profiles, Klout is a resource that you should definitely consider advantage of. It can examine up to 12 social media profiles and will measure the influence of each profile based on the level of your followers’ engagement. It can easily allow you to see which updates you make have the biggest impact on your customers and followers.
Here is where things get a little tricky. Your bounce rate is the percentage of visitors who either leave your site immediately after visiting it or bounce around from page to page on your site. A higher bounce rate means more people are actively exploring your site, which means they are engaged by your content and want to find out more! Google Analytics is one of the best analytical resources on the market, especially when it comes to determining bounce rates for small and medium-sized businesses.
Visit-to-Lead Conversion Rate
This determines exactly how many of your followers are actively visiting your social media profiles because of “leads” that you are having. This can be anything from having a special offer on a product or service that you offer or some type of other promotion.
Measuring this can allow you to see which leads are more successful than others, which can allow you to increase the effectiveness of your social-media marketing strategy. If you’re having trouble determining this information, Google Analytics is a great tool for analyzing these types of conversion rates.
Lead-to-Customer Conversion Rate
This is perhaps the more important conversion rate. It can be a little difficult to track, since it doesn’t technically take place on social media, but it can help you determine whether or not your social media presence is bringing in customers. This conversion rates refers to the number of people that actually become one of your customers because of one of the “leads” you posted on social media. Understanding this number can allow you to identify which leads are the most effective at bringing in more potential customers.
The Tone of Engagement
The age old saying “there is no such thing as bad publicity” doesn’t really apply to social media. A good reputation that took you years to build can come crumbling down in a matter of days if you neglect your brand on social media. So you need to be able to determine whether or not your customers/fans are positively engaging with the content on your social media sites. It can help you determine if they are happy with what you offer and if they seem unhappy with something, you can attempt to communicate with them in order to fix it.
Who Exactly Are Your Followers?
Understanding your clientele base is important in any business and social media can easily do that for you. This aspect of social analytics is important because it not only allows you to determine who your customers/fans are, but other crucial marketing aspects, like where they are located or what time they are visiting your site.
It can also help you determine if the people visiting your sites are actually leads or other “competitors” in your industry – which means you need to change your social marketing strategy in order to bring in fresh customers.
Determining Where the Lead Came From
if you’re running special promotions on referral or paid advertising websites, you’ll definitely want to know whether or not they are effective at bringing in customers. This statistic can help you determine which leads bring in more traffic to your site and can allow you to figure out where you want to focus most of your social-media marketing efforts.
One of the best social media analytics resources that can track your leads is Bit.ly. It is a URL shortening and tracking tool, which can be incredibly useful if you use Twitter, and Facebook too I suppose. More importantly, it can help you determine which links are getting the most clicks. By taking advantage of this resource, you can figure out what type of content your customers/followers are more likely to be interested in.
How Do Your Customers View Your Brand?
Understanding your customers is incredibly important, which is why you’ll want to know whether or not they started following you by word of mouth or if they “liked” your page after they took advantage of a special promotion. This can give you insight into how effective your marketing strategy is and whether or not some customers are satisfied with your products and promotions.
And if you really want to get a full understanding of how your customers/followers view your brand, SimplyMeasured offers free analytical reports that can show you how effective you are on each social media site. SimplyMeasured even offers reports that compare your social media statistics to your competition!
By utilizing the proper resources and tools, you can better understand your social media analytics. And by understanding your social media analytics, you can better understand your customers’ motivations, as well as what makes them a loyal supporter of your brand!
Why Your Website Must Be Mobile Friendly
Did you know that 4 out of 5 consumers now use smartphones to shop? Let’s face it, nowadays just simply having a website is no longer enough for your business to truly connect with consumers online. People are accessing the internet from desktops, laptops, tablets, and mobile phones. Your customers are using mobile devices to search for businesses in their area and to shop online.
Having a mobile website can make a big difference in how many customers find and interact with your business. The use of mobile phones to browse the internet isn’t new, but it continues to rise, making a mobile website more and more important for businesses who want to stay on top of the market.
Why being Mobile Friendly Is Important for Your Business
Studies show, the average consumer is spending more time browsing and utilizing the web on a mobile device vs. on a desktop or laptop. Tablets and phones can be conveniently carried around and accessed instantly.
How often have you seen someone looking at their phone while waiting for a bus, sitting in a restaurant, or taking a break from work? All of those moments are opportunities for your business if you have a mobile friendly website.
Some Statistics to Think About
In a 2014 study, ad network InMobi found that in the United States people are spending more time accessing the internet through their mobile devices than through their PCs. This means that if your business’s website is designed only for PCs, you’re missing out on over half of the market. Furthermore, about one in three online searches are now conducted through mobile devices. People use their phones when they are out and about and looking for a local service. If your website comes up in their search results and is easy to access, you might gain an immediate new customer.
A recent study by iAcquire found that 70% of mobile online searches result with an action taken within less than an hour of the search. This means that mobile searches are a more effective way of reaching customers than desktop searches, and can quickly result in new customer interactions and sales.
Connect with Customers Where They Already Are
Nowadays it’s pretty much second nature for just about everyone to use their phone to access the internet. No matter where your customer is, simply by having a website that is easy to access on mobile a device, you are making it easier for customers browse your website and find what they need and take the next action.
Whether it’s your business phone number, information about your products or services or it’s directions to your business. They can browse your website with ease and quickly find what they are looking for – and that’s the bottom line. Mobile websites make it easier for consumers to get the information they want.
Mobile Websites Create a Better User Experience
In a brick & mortar business, whether it’s a restaurant or retail store, the better and more comfortable the experience is for a customer, the more likely he or she is to stay for longer and ultimately buy something. The same is true for websites. If a website is difficult to navigate or slow to load, an internet user is highly likely to close it and look elsewhere. Standard websites can work on mobile devices, but they are usually ungainly. They are meant to be viewed on a large PC screen and become distorted and slow when viewed through a smaller mobile device.
Mobile sites, on the other hand, are designed specifically to be used easily on a cell phone or tablet. That means that users won’t have to spend time scrolling, pinching or zooming to find the information they want. They are also smaller in file size as well and will typically load faster on mobile devices. This is good because a fast load time will decrease the chances that a person will get impatient and click the back button and go to your competitor. Mobile websites make for a more pleasant viewing experience and faster navigation, which can ultimately result in better business.
So What Type of Mobile Site Is Right For You?
To further complicate things, there are multiple types of mobile websites. The best option for you will depend on the size of your business and the kinds of services you offer. Here’s a quick guide that breaks down the differences between the 2 main options, and some pros and cons to think about.
Dedicated Mobile Website
A dedicated mobile design, simply put, is a secondary website that is specifically geared toward and designed for mobile devices. So instead of using one website that is only compatible for larger monitors on desktop and laptop computers, you can opt for second (mobile) site to accommodate the consumer on the go. To see an example, check out mobile.nytimes.com. When a user accesses nytimes.com site from a mobile device, the site detects that they are using a mobile device and redirects them to the mobile version of the website.
This is a good option if your business does not need a ton of pages and you simply want to direct people to a physical business location and provide easy to access contact information. It’s also a great way to get started if you don’t want to upgrade to a new responsive website.
Dedicated mobile designs are faster and operate better with mobile devices than responsive web designs, which focus on a variety of devices instead of just mobile devices. This is due to the fact that the workload is not through the phone, but rather with the server that the device is connected. Another advantage of dedicated mobile sites is that you can add custom “mobile only” features like a “click to call” button or “click for directions” which gives your customers the ability to quickly interact with your business and set your business apart from your competitors
Images and content are typically much easier to view on mobile devices than with desktop standard websites. The downside, of course, is that you won’t some of the features or be able to really engage with customers through your mobile site as you would with a responsive design.
The main drawback with a dedicated mobile site is that you must build and maintain two separate sites: one for traditional desktops & laptops and one for mobile devices. This can take extra time and resources.
Reviewing Your Site
Once you have built your mobile site, you will want to ensure that it looks exactly the way you want it to. Using tools like Google Chrome’s Emulator or Adobe’s Edge Inspect will emulate your mobile site on a number of different devices so you can make sure it’s functioning properly.
How to choose the best options for your business?
his question is kind of like those psychology ink blot tests, is that the answer is different for each person. Neither option is wrong. Which is why you should consider your business goals and choose the option that meets your needs the most.
Are you going to be updating you content frequently? Then responsive design may be the option that suites your needs best. Would you like a more customized mobile experience? Then a dedicated mobile site could be the right solution for you.
So when you are ready to make a decision keep these three things in mind – Your business goals, your budget, and what option will work best for your customer