Social media marketing failures are common. Business owners who don’t know anything about marketing their brand on social media tried to focus on succeeding in social media, instead of working on how to improve their products. In the process, they are wasting their time.
It can be frustrating to know that they’re not getting the results they hope for the social media marketing campaign they invested. Social media offers value in reaching and retaining customers but getting the ROI can be tough.
Entrepreneurs know that they’re wasting their money on advertising, but they don’t know exactly which part of it failed to provide results.
So, where did you fail? In this post, let’s talk about how to evaluate failure or measure the success of your social media campaign.
Who must carry out the social media outreach?
If you’re the owner, you must not be the person in charge of the campaign, unless you’re an expert in this field. You’re going to have a learning curve.
Since you need to have a social media outreach on several platforms, multiply that learning curve, and you need a massive time investment to succeed.
Maybe time isn’t an issue as you may have a lot of hours to spare. However, your plate might already be full.
The social media campaign is vital to market your brand, but it can be a distraction if you have a lot of priorities on the table. The distraction will only make your business suffer.
That said, it’s best to delegate the job to your employees. Or you can hire a social media expert or consultant. If you chose an employee to run it, make sure that the person has the know-how to do it right.
Determine the target audience
To evaluate social media success, you must learn who your target audience is. Narrow your demographic focus so you can choose the right platform and engagement style.
You can also find the best performance indicators for evaluating social media marketing success.
It’s best to focus on the quality of your audience and not the number of followers you have. Keep in mind that you don’t aim to be a celebrity here. You only want your target customers to follow you.
Know your audience engagement goal
Some companies use social media to improve customer service or raise brand awareness. Others, however, want to manage their reputation or increase their search engine rankings.
That said, not all goals are related to increased sales.
Whether it’s about raising brand awareness or generating income, it’s vital that you know your audience engagement goal. Thus, consider picking a goal and focus on it so you can do it well. Make sure that you have clear objectives so you can have precise results.
Measure your progress
After knowing your goals and audience, it’s time to measure your progress. You can do so by having benchmarks or key performance indicators.
When you reach them, you know you are doing the right thing.
But make sure that the indicators are related to your campaign goals. If you wish to increase revenue, for example, measuring your retweets won’t help.