Report on what matters, not on what is easy
In a social world where everything is tracked we as marketers have access to amazing tools. We are able to track & report on almost every aspect of our advertising. This is one of the biggest differences between traditional and digital media - tracking results. If you can't measure results, you are losing value.
When we run a Facebook Ad campaign for example we can see the following:
- how many people viewed the ads
- how many people clicked and interacted with the ad
- which type of people interacted
- how much revenue was generated from the campaign
...and much more.
Facebook's amazing targeting capabilities allow us to laser target a group of consumers. Compared to a magazine article, where we have no real numbers in terms of reach. As with most traditional media we cannot track actual eyes on the ad or conversions.
But with this power comes great responsibility. Too many brands and marketers put too much weight on the numbers like Reach and Impressions. We need to start talking about attention instead of impressions.
"Am I reaching the right people with the right content on the right platform."
"What are the quality of my leads?"
"What is the lifetime value of this lead?"
These are questions that have a much greater impact than the number of people that saw or clicked on my ad.
Many marketers often take the easy way out. It is much easier to report on the millions of reach that we got on a Facebook campaign. Or how many followers we have on Twitter. But talking about what matters is a lot harder because the numbers don't look so good. We need to stop being fooled by the numbers. It's not about how many Likes you have. It's the engagement with your audience that increases brand loyalty and customer value.
"Likes are vanity, engagement is key!"
Stop reporting on what feels good. Telling a client that you showed their brand/advert to a million users sure does sound impressive, but that is not what matters. Start thinking about what actually adds value to your audience, and in turn, to the business.
Not every campaign needs to be about conversions or lead generation. Be clear about the goals and objectives, or key performance indicators, for each campaign . If you need to create brand awareness, then reach will be an important metric. But also look at engagement. How many customers engaged with your content. This will be a good indication of the impact your ad made on the user.
Start reporting on what adds real value and not only numbers that look good. This way we can ensure that our social marketing efforts make a real difference for the business.
Into marketing on Instagram? Check out our new tool LinkPerch.com