How do you know if your social media engagement is translating to return on investment (ROI) for your business?
If you’ve been following along with this series, you should be feeling comfortable with developing your strategic goals, setting up event and goal tracking in Google Analytics, and using unique referring campaign URLs. Now let’s take a look at five ways to make sure we’re getting the most out of social media ROI.
What kind of copy should I post on social media when sharing my campaign URLs?
You’ve done your market research, right?
Once you know who your audience is, what they want and care about, you’ll be able to answer the most important question: How does your product or service answer a need, provide value, or resonate with their experiences?
Build your copy around those answers, differentiating by channel when needed.
Remember, you can set a value for your Campaign URLs’ content parameters so you know which copy accompanied each URL.
To view the data, go to “Acquisition ->> Campaigns” and click on “Secondary Dimension” in the main view and search for “Content” to sort.
How do I know if my social media audience is clicking on my campaign URLs?
“Acquisition ->> Campaigns” will show you every campaign that referred traffic to your website in the indicated time period. Click on your current campaign and you’ll see data for clicked-on URLs, sorted by Source/Medium.
You may want to view this data by other primary dimensions or reference a secondary dimension, depending on how you designed your campaign URLs, to give you a bigger picture.
You’ll easily be able to see which social networks are performing well as referrers.
How do I know if I need to improve engagement on my campaign landing pages?
Let’s check the statistics for your campaign’s landing page by going to “Behavior ->> Site Content ->> Landing Pages” and clicking on your specific page. You can then click on “Source” under “Primary Dimension” to sort all the data for this landing page.
Does this page have a higher bounce rate or a lower time on site than your averages? Make sure that the page content relates to the expectations that your campaign content created for them. If a visitor clicks on your campaign URL and doesn’t think the landing page is relevant or worth their time, you will lose an opportunity to convert.
You may want to tweak the copy you posted on a social media channel, too, if you notice one has a higher bounce rate than others.
Consider checking out “Behavior ->> Behavior Flow,” too, to better understand what visitors do when on your site. Set the view to “Campaign,” then click on your current campaign and select “view only this segment,” to highlight that traffic.
Lastly, if you set up events on your landing page for engagement (like a PDF download or video playback controls) you can also look there to see if they’re interacting with your content as you planned.
Are my social media-referred visitors converting?
Remember how we designated certain events, the ones associated with conversions, as goals in Google Analytics? Let’s take a closer look at those.
Let’s go back to your “Acquisition ->> Campaigns” and scroll to the right to see conversion data for the entirety of the campaign. To sort by source, click on your specific campaign to see a breakdown and specific conversion data for each one.
If a social media channel is underperforming, consider tweaking your post content, creating a specific landing page just for that channel’s audience, or changing your targeting for any paid social media posts.
Which social network(s) should I prioritize as campaign referrers in future campaigns?
Once your campaign is over, let’s revisit “Acquisition ->> Campaigns” once more, sorting by source. You’ll see which networks performed the best as referrers. Pay attention to conversion rate, too, in addition to the overall number of visitors sent; a 10% conversion rate for a smaller amount of visitors may be more valuable than a 2% conversion rate for a larger number.
Check your events, too, if you designated specific interactions on your landing page, by going to “Behavior ->> Events ->> Top Events” and setting the secondary dimension to “Campaign.”
Some visitors may not have been ready to convert yet, but downloading a PDF or viewing your embedded media shows interest. If a specific social media channel drove better event traffic and engagement, it may be worthwhile to concentrate resources on that channel as well.
How have you used social media in your web campaigns? What ideas do you have to differentiate your content from your competitors’? I’d love to hear from you!