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Momentum Blog

What Content marketing Analytics Are Actually Important?

Posted by Hilary Hamblin on Dec 17, 2018 10:02:05 AM

The beautiful powerpoint I painstakingly put together for a client’s end-of-year marketing review played from my laptop as I explained a few key numbers and what they meant to the organization’s overall health. Some of the numbers, like a 5000% increase in Twitter click-throughs felt a little outrageous. I mean, when an organization had less than 10 click-throughs the year before because no one posted content on their page, it’s pretty easy to make impressive gains by simply posting content. But what did those numbers really mean and were they actually important?

Your CEO and board of directors want to see the numbers. Did your increase followers or reach or engagement? What effect if any did that have to do with your company or organization’s bottom line? Your inbox is swimming with numbers from Google business, Facebook pages, website analytics and a plethora of other directory listings. What’s actually important to you depends on the needle you’re trying to move.




Website Analytics

We use Google Analytics because it’s free, easy to install on WordPress sites and pretty accurate.

What matters?

What do you want to accomplish with your website? You can easily see how traffic gets to your page, what pages visitors see and what actions they take. What does all this mean to you? If you want to increase online sales, then seeing which channels refer the most actual buyers to your site is important. If you want to increase your status as an expert in your field, watch how much traffic flows to specific blog posts. Your goals will determine what’s important.

Why would this not be important?

We love a great website project and think every business should have a top-notch home on the web, but if your business has a rockin’ app where your users connect with you, then maybe your website isn’t the most important analytic to you. Your site may be outdated or used primarily so customers can find your phone number and physical address. While it’s not our ideal use of a website, it could mean that high bounce rate is less of a concern for you.




Social Media Analytics

We lumped these together because most social media analytics show you the same type of data: number of followers, reach, engagement, number of posts, and click-throughs. Most businesses have at least a Facebook page although many also utilize Instagram, Twitter, LinkedIn, and SnapChat.

What matters?

In January 2018 Facebook changed its code (again) to show fewer posts by pages and more posts with high engagement, by individuals and by groups. Everyone’s Facebook analytics has suffered. Two measurements we watch for all our clients is reach and engagement. Engagement usually encourages more reach. Overall high reach and engagement is really great, but also look at which specific posts receive the most engagement and reach (not just on Facebook but Instagram and Twitter too). Can you find common themes between the time frame, content or topic? Use this information to influence the type of content you post and when you post in the future.

If you have a goal to reach into a new geographic or demographic area, watch your analytics in those areas. No movement could indicate you haven’t reached that audience the way you wanted. Decreased reach or engagement with your dedicated followers may indicate you’ve alienated your core while trying to grow your reach.

For new pages, increasing followers is important and may happen quickly in the first few months. It’s certainly a number to watch but is not always your most important one. Purchased followers and bots can artificially increase your follower numbers but without real reach or engagement, you’re still posting to yourself and no one else.

Why would this not be important?

Not everyone is on social media. Shocker, I know. Keeping your social media page active, even when your followers are few or inconsistent is still important although it may not be your most important source of advertising right now. Most new buyers will search for an active social media presence before they contact you even if social media isn’t their love language. If you’re selling a niche product your target population may be small and five hundred followers may max out your potential followers while a company with a larger pool from which to fish could have a hundred-thousand followers and expect to grow more.




Directory Listings

Personally, I dislike directory listings. Some listings such as Yelp or Google have garnered a strong enough following to actually drive traffic to your website and your business.

What matters?

How many people in your geographic area searched this directory for your product in the last 30 days, 3 months or 1 year? This gives you an idea of how many prospects you can expect from a specific listing. How many people viewed your listing and either called your company or went to your website? If a directory has a strong enough search record, you can increase your chances of receiving a referral by asking current customers to leave a review.

Why would this not be important?

In our geographic area, Yelp isn’t the all-encompassing directory it is in other places. Specific directories for specific industries mean more for some businesses than for others. We encourage every business to claim their listing on Google business and have seen phone calls for our clients from this listing. If you’re selling products online, however, the same directory that helps a person find a dentist may not be the right one to help you sell accounting software.

In December and January businesses spend more time planning for the next year and trying to make sense of this last year’s numbers. If you’d like to know more about what your analytics say about your company, give us a call. We’d love to schedule a free 30-minute consultation with you to discuss your data.

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Topics: Social Media Marketing, Medical Marketing, Marketing Ideas, Social Media

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