Social media has become an increasingly important part of digital marketing, allowing you to reach an increasingly large audience at an affordable cost. But to be effective with your social media strategy, you need to know where your audience is and what they’re looking for so that you can provide it to them in the way they want it. This guide on how analytics can help you understand your social media marketing strategy will help you analyze the impact of each piece of content on your business’s bottom line and optimize your strategy based on what your customers want.
Key Word Analysis
Online keyword analysis helps you find words that are relevant to what your business is, but not necessarily ranking well for. For example, if you’re a florist, what are people searching for when they want flowers? Start typing how to choose flowers into Google and see how many pages come up. If there are tons of pages—and especially if they’re near the top of page one—then chances are there’s demand for content around that topic. Use those results as inspiration for posts. No matter what niche you’re in, try using those search terms as a starting point to uncover topics your audience wants answers on.
Audience Analysis
Who is most likely to be interested in my posts? Whether it’s a Facebook or Twitter post, or any other type of social media content, try and gauge who would be most interested in seeing it. For example, if you post about a new business venture on Facebook and send it out to your family and friends, they’re probably not going to care. But if you target specific groups with specific interests – for example, doctors – then chances are more people will react to your page. Digital marketing is a combination of art and science – so don’t forget that analytics is an important component for understanding what kind of audience might respond well to what you have to say!
Competitor Analysis
One of the most important (and often overlooked) parts of creating a social media marketing strategy is analyzing what’s already working for other businesses in your space. This step helps define and refine your goals, objectives, and target audience before diving into content creation. Using tools like Google Analytics or Facebook Insights to analyze metrics like reach, engagement rate, and conversion rate will give you a good idea of what type of content is working (or not) for others. While their analytics are limited, social platforms also provide information that can be helpful during competitor analysis—for example, on Twitter, using their advanced search operators functionality allows you to see where users are Tweeting about competitors by keyword—great insight if there are specific hashtags associated with competitors. Also keep an eye out for emerging trends across social channels—what kind of content does it seem people respond best to? Analytics play an important role in understanding how audiences interact with existing content.
Brand Analysis
We’re fortunate to live in a world where data is everywhere, which means there are ample opportunities for digital marketers to gain insights about their brands. The more insight you have into what people think of your brand, how they interact with it and what they expect from it, not only do you have valuable information at hand but also an opportunity to improve upon these things. There are multiple ways of gaining insights about your brand, including customer surveys, social media monitoring and Google Analytics among others. You may even be able to get customers to share their experiences via review sites such as Yelp! All of these tools enable you to develop a complete picture of how your customers perceive your brand and by analyzing all relevant data, you will be better equipped to create and maintain a successful digital marketing strategy. As we mentioned previously, digital marketing requires excellent understanding of technology as well as strong strategic thinking; however if you lack time or simply don’t feel confident enough to take on those roles yourself, outsourcing could be a great option. Either way though, if success isn’t your goal then there really isn’t any point!
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