AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.
Quality Traffic is What You Should Care About
Whether you are a marketing professional or working in public relations you have probably received a lot of pressure in the last year to expand your marketing base and find new ways to drive traffic. There are websites that are full of good advice on how to use content marketing or social media to drive traffic to your website, and by now you probably have so many streams going that it is difficult to remember them all. However, at the end of the day your traffic still under-performs and your brand suffers. The internet has turned out to be a colder, crueler, more anonymous place than any of us expected.
There is good new on this front, however. While you may not be attracting the traffic you want, there are numerous tools available to analyze the traffic that is coming in. Taking a closer look at your social media analytics can let you know where your traffic is coming from and help you to find better ways to promote your brand.
Ask yourself these questions:
- Do you want to know how many people a particular post in your blog reached?
- Would it be helpful to know the demographics of who is following you on Facebook?
- You know how many followers you have on Twitter, but do you know how many are active?
These crucial questions, and many others, can all be answered by social media analytics that you have at your disposal. If you are serious about using your social media to its fullest potential to promote your brand, social media analytics are your keys to the kingdom. With these tools, you can find a hidden market within the tangle of your social streams.
Get the Most Out of Your Traffic
One of the top uses for analytics is targeting individual social streams to maximize customer interaction with your brand. While it can help you get a complete picture of your overall social media performance, it also lets you know where to best focus your marketing efforts. If you see that over half of your traffic comes from Facebook shares and less than 5% comes from StumbleUpon, you can make the decision to focus more attention on StumbleUpon or eliminate it altogether in favor of redoubling your efforts on your successful Facebook marketing. In addition, your can tell you which ads are performing and which are failing. In some cases, you will find you can make the most out of your traffic by eliminating unnecessary streams altogether.
Eliminate the Noise
One of the most annoying aspects of social media marketing is social spam. There are many irrelevant conversations out there with linking and sharing that goes nowhere. The spammy areas do little or nothing to increase your conversions and it is best to eliminate yourself from these platforms. Using your analytics you can eliminate low-quality traffic from your marketing streams and work in areas where you can get a better return on your investment. Google's Analytics tool is a great, free way to determine conversion value as well as an activity stream that can track how you are being mentioned on various social networks.
Find Your Hidden Market
Finding your hidden market is not something you are going to overnight. It may end up being a particular social network or an under-served target demographic that you are unexpectedly popular with. It will take time to isolate and eliminate that which isn't effective in your marketing strategy. Once you do this, it will be much easier to try new strategies without giving up on what is working for your brand.