Have you been evaluating the effectiveness of your content promotion campaigns on social media? If not, it is necessary that you begin doing so and know if you are getting a good Return on Investment. Measuring content promotion performance on social media is a daunting task for most marketers.
The big question is, how do you measure something that is just words, images or a combination of the two? Well, many key performance indicators can tell you how your social media content marketing campaigns are doing.
Ways to Assess Content Promotion Performance on Social Media.
Track click-through Rates
Click-through rate (CTR) is a ratio of clicks to impressions. It shows you how your content is performing compared to the number of impressions that it is getting. CTR can help you detect critical issues with your targeting, messages, and content.
For example, 100 clicks per 200 impressions show that 50 percent of the people who come across your ad are viewing it, which is a good thing, 100 clicks per 10,000 impressions, on the other hand, indicates that there are key issues with your content.
Analyze Engagement Rate
How many users saw your message, liked it, commented, or shared it? Engagement rate is an important metric that shows you how useful your content promotion messages are.
This metric enables you to gauge the quality of the content you are sharing. Also, it paints a clear picture of which social media platform receives your content best and allows you to pinpoint the type of content that is attracting the most attention.
While low engagement rate could be as a result of low impressions, it could also be an indicator of uninteresting content if you are getting high impressions.
Measure Conversion Rates
This is the percentage number of people who go from viewing your content to taking the desired action. For example, if you added a Facebook share link, how many people clicked it?
Other actions that you can use to measure conversion rates on social media platforms are downloading offers, submitting forms, and requesting price quotes.
The current conversion rates should form the basis on which you judge the performance of your future campaigns. Hence, striving to improve those rates should be an ongoing goal.
Track follower Growth
The total number of page likes on Facebook and followers on Twitter, for example, are an indicator that some people have developed a unique interest in your business. Great content that resonates well with your target audience should increase the number of followers on your social media pages.
If this number stagnates, it means that you are not doing any value addition to your content. A drop in this number tells you that the quality of your messages has diminished and users are not finding them useful.
Facebook and Twitter have insights tabs that show you the percentage growth of your followers daily, enabling you to point out the types messages that resonate with your target audience.
Identify Optimal Engagement time
Optimal engagement time is the time when the highest percentage of your audience interacts with your messages. Check the hours when your audience is most active, and on which days of the week.
In doing so, you will tailor your strategy and post your content at the right time. Social media platforms allow you to view your followers’ activity.
On Facebook, for instance, you can view your followers’ daily activity for the past week. When you narrow down this activity to single days, you can clearly see how engagement shifts by the hour.
Measure total Spend
Once your content marketing campaign is over, you can track its effectiveness by looking at the total spend. Check how much you have spent on the whole campaign. Did this figure allow you to get the results you aimed for?
Compare this figure to that of previous content promotion campaigns, if any. This way, you can tell if you got the ROI you wanted and if the ROI was higher than that of previous campaigns.
Assessing the performance of your content marketing campaigns enables point out the marketing strategies that are working for you. It also shows you the social media platform that produces the best results allowing you to capitalize on it.
By measuring the Key Performance Indexes we have discussed, you can make improvements on your current and future content marketing campaigns and realize high ROI.