Key Metrics for Local Social Media Wins: A Brand’s Guide
Making Local Campaigns Work for Your Brand
When running campaigns, the big question is: how well are my campaigns doing? What’s my Return on Marketing Investment? This is especially true when it’s not just one nationwide campaign, but when you run hundreds of ads around the local stores that sell your brand.
After all, when these local campaigns are done well, they embed your brand into local life, building relationships that are deeply personal and resonate well in every community. They generate local visibility, traffic to your local resellers/stores, and ultimately sales.
Data: The Key to Winning in Local Markets
Delving into metrics might not seem as exciting as creating local marketing campaigns, but stick with us — we’ll keep it light and to the point! Data isn’t just a bunch of numbers; it’s valuable insights. Where is your brand leaving a significant, lasting connection, and which community needs more touchpoints? Simply put: you don’t want to push your message out there; you want it to actually reach the people you want (and activate them).
Measuring What Matters in Hyper-Local Campaigns
As you know, Embrosa can help you set up hundreds of local ads in multiple languages and regions on various channels in one go. But taking full advantage of Embrosa isn’t just about distributing ads. Embrosa also provides essential metrics on how your campaigns are performing, including detailed performance insights from each local store.
These detailed metrics are useful for seeing how well your brand’s message connects in every area. With this info, and together with Embrosa, you can tweak your approach to better suit the tastes of each local market. This dual advantage of spreading your message through your resellers and receiving precise local metrics helps make your local marketing efforts more effective.
Now, let’s dive into the details — how does Embrosa report to you how well your campaigns are performing? Use it to improve your own campaign metrics too:
- Shop Engagement Quality: Keep an eye on how keen and involved your resellers are in joining your campaigns. This is key to boosting your brand’s charm and presence in local spots.
- Uniquely Reached End Consumers: This metric counts how many people are laying eyes on your ads. It’s essential for assessing whether you’re catching the attention of your target audience in each local area.
- Number of Clicks: Clicks are like curiosity sparks from your audience. This figure shows how many are intrigued enough to dig deeper. With Embrosa, you can easily guide this interest towards more substantial engagement, like directing them to a landing page for further interaction, all while complying with GDPR standards. We measure not only total Clicks but also the number of Unique Clickers. Since you’re much happier with 100 people clicking twice than one person clicking 200 times.
- Number of Leads: These are potential (new) customers, champions of your brand. Sharing their contact details with your shops is a clear indication of their interest. It’s a practical measure of how many people are likely to step further into your brand’s world.
- Engagement Per Ad: Discover which ads are making a splash. We prefer video ads because we can precisely measure which ad was viewed the longest. This metric helps you fine-tune your content, ensuring it keeps resonating with your audience. And it gets really cool when you zoom into the differences per region. In the French-speaking area, another ad may outperform the rest, compared to the German-speaking region.
While there are plenty of metrics out there, the ones we’ve highlighted are crucial — if you ask us. See it like a heat map: showing you how well your brand is connecting in each community. It shows you where the connection is already strong and where your brand visibility could use an upgrade.
Empowering Your Local Marketing Efforts with Embrosa
Consider this: while running local campaigns is possible without Embrosa, using Embrosa is like having a smart partner on your marketing journey. It adds that extra spark to your local social media efforts with its targeted advertising and in-depth reports. This ensures your message doesn’t just get out there but truly connects with every community. Curious about how Embrosa’s clever analytics can work for you? Drop us a line at support@embrosa.com, and we’ll happily show you how to transform data into powerful, practical insights.
In a nutshell, by focusing on these key metrics and possibly incorporating Embrosa, your hyper-local campaigns do more than just reach out — they resonate meaningfully with each community. Our next article will zoom in on the first metric, ‘Shop Engagement Quality’, and explore effective strategies for boosting local reseller engagement, focusing on their enthusiasm and active participation in your campaigns. Stay tuned for practical tips to elevate your brand’s local appeal!
By Thomas @ Embrosa
