Define Metrics That Support Your Business Objectives
Yes, it’s great to create engaging content. However, the type of engagement that you really need might not be the visible kind that you see on social networks. This means that better metrics might include the number of downloads that your eBook gets, the number of subscribers who fill out your lead form, or even the amount of sales you get from your content.
Because social marketing campaigns might rest at the very top of your sales funnel, you can’t always directly measure sales. However, you can set up some intermediate goals like attracting website visits, subscribers, and so on. Once you have figured out what you want your content to actually do for your business, it should be easier to find the right metrics to help you measure performance.
Define Business Goals And Objectives First
The main takeaway is that the first step should be to define your business objectives. The second step should be to determine how you can measure your marketing performance. With that in mind, it’s important to choose real measures and not vanity measures.
Once you have the right measures in place, you should also find it easier to develop a marketing strategy to support your overall business goals.