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Using Search and Social Media Analytics to Improve Your Marketing
  • 14 March 2018
  • Daniel Vahab

Using Search and Social Media Analytics to Improve Your Marketing

Successful marketing campaigns involve more than just great content—you need to have the right analytics and reporting in place to measure how well your search and social media outreach initiatives are performing.

In order to track and measure, you need to know what you’re aiming for, right? Be sure to establish objectives or goals for each of your marketing activities right out of the gate.

Monitor your campaigns and metrics regularly to understand what’s working and what needs to be adjusted to make sure you’re reaching the right prospects and driving conversions.

Sharpen your pencil as you review these tips to improve your marketing efforts.

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Google tools

Google, the world's largest search engine, also offers useful tools to help you track activity and conversions – from digital ads all the way through your website.

First is Google Tag Manager. We love how Analytics Mania describes it – “Imagine that Google Tag Manager is a toolbox, where you keep all of your tools: a ruler (Google Analytics), a hammer (Google Adwords), etc.”

Google Analytics gives you visibility into your overall website traffic and can even break things down by age, geography, household income and gender. You can look at information as a whole or segmented by specific content, time periods, page views, total traffic, and so on.

There’s extensive information and support available online to help you get started with either of these tools.

When analyzing data, pay attention to dips and spikes so that you can spot trends. Cross-reference the dates that you ran specific ads, launched new products, sent an email out, etc. so that you can measure the impact each activity had on your overall traffic and conversions. As with anything, it’s important to know your target audience and adjust accordingly.

Facebook Insights, LinkedIn Analytics, and Twitter's Advanced Search

When looking for insights about your marketing efforts on various social channels, it’s best to go straight to the source. There are great resources freely available across Facebook, LinkedIn, and Twitter. These tools can help you discover key metrics including reach (unique views), impressions, engagement (including clicks, comments, and shares), and demographic insights. You can break down this data by organic versus paid efforts, or segment the information by time frame. Additionally, you can compare your results against competitors.

With LinkedIn in particular, you receive demographic info based on the user profiles that follow you. That means you’re able to distinguish between seniority levels, job titles, industries, function, and company size. But what can your small business do with this audience information, and how can it affect your future marketing efforts? If you know that the key decision-makers you’re trying to reach frequently come from particular companies or job roles, you can focus your outreach and content creation accordingly—allowing you to increase your efficiency, relevance, cost savings, and results.

Improve your marketing with key insights

Research performed by McKinsey & Company "tells us that organizations that leverage customer behavioral insights outperform peers by 85 percent in sales growth and more than 25 percent in gross margin." When you use the right tools to gather key insights from search and social media, you can make informed decisions to improve your future marketing efforts. Once you know which audiences to target on each platform, you can optimize your campaigns and ensure they align with your overall business goals.

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