How To Create A Killer Digital Marketing Campaign Part 4: Tracking Analytics

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You’ve created your digital marketing campaign, you’re watching your audience grow and engage and then… your progress comes to a screeching halt. Don’t worry though, this is totally normal. As your marketing campaign launches, your impressions increase and your audience grows, It’s important to tweak your messaging so your content remains fresh and followers continue to engage.

How do you know if a piece of content is working? One word: analytics. Here at Worbix, we’re data junkies. We rely on data to show us what works for our audience, what doesn’t and everything in between. Our social media advertising data is monitored directly on each platform and individual post data is tracked right in Worbix. Google Analytics helps us analyze website data to better optimize our site’s content.

To help you determine which analytics are important to each platform, we’ve broken down a few key metrics you should be keeping an eye on. But first, if you haven’t read Part One, Part Two, or Part Three of this series, be sure to start from the beginning for all the insights on how to create a killer digital marketing campaign.

If you’re wondering who we are and why you should be taking our digital marketing advice – we’re Worbix. We launched in early 2017 and we have tried many digital marketing tactics to promote our platform.

Worbix is a multi-level content marketing platform that helps take users’ marketing to the next level. Worbix is equipped with all of your content marketing needs – RSS feeds, email, social media and analytics – located in one, easy-to-use platform.

Now that we’ve got that covered, let’s get to analytics.

Email

So let’s begin by breaking down some email metrics for you. Tracking email is really simple if you understand the data that you’re analyzing. Some of the most basic metrics you should be tracking with email include open rate and bounce rate.

Open rate: The percentage of people who are opening your emails. Believe it or not, this one percentage can tell you a lot about your content. If your open rates are low, consider changing up your subject line and preheader copy to something more enticing for subscribers. Another issue you might be having is segmentation. If your audience is segmented incorrectly for the content you are sending, they won’t open it. By keeping track of your open rates and comparing these percentages each week, month and quarter, you can monitor what content is working for your audience.

Bounce rate: The percentage of emails not being delivered to your subscribers’ inbox. Keep in mind that there are two kinds of bounces – a hard bounce and a soft bounce.

A hard bounce occurs when the email is sent to an invalid address. You should monitor your hard bounce alerts every time you send an email because ISPs use hard bounces to measure your email reputation. This means that if you don’t remove invalid addresses, that your emails will begin to land in other subscribers’ spam folders.

A soft bounce is when there is a temporary problem with the email or server. Most of time, soft bounces occur because the email server is down at the time of sending. Usually, you won’t be notified of this bounce because the server will hold the email until it is back online. In other situations, soft bounces could occur because the recipient’s inbox is too full.

If you want to learn more about email analytics, check out 5 Email Metrics That Matter.

Facebook

When you log into your Facebook business page, click on the Insights tab on the top left of your desktop screen. The Insights tab on your Facebook company page will show you data related to all of your posts and campaigns. It is important to understand this data and what it means, so we summed up some of the most important Facebook analytics below.

Impressions: Total number of times any content from your page was seen. These views can be from a newsfeed or from visits to your page. This number is important because it can give you insights into how relevant your content was to readers. Facebook recently updated their algorithm and it directly impacts Facebook impressions. This means that if your content isn’t as sought-after to users, you will receive less impressions in their news feed.

Post Engagements: Total number of comments, shares, likes and reactions on your posts. By monitoring the number of post engagements you can see how your post is performing to users. Active users are not afraid to comment, like or share a post that they enjoy or find relevant. This means that if your post engagements are dwindling, your content might not be resonating with users.

Organic Likes: Total number of likes on your page through organic reach. This is important because it gives you insights into how well your marketing efforts are working. If you’re sharing content that you aren’t paying for and gaining likes on your page from this content, chances are you’re doing something right. If your organic likes have become stagnant, consider sharing different content, alternating times of day you share content or tweak your messaging.

Twitter

To view your Twitter Analytics, you just have to click on your profile photo icon in the top right corner of your desktop screen. When you click on Analytics, your page will refresh to Twitter’s hub of analytics where you can find all the data you need.

On the main page of the Analytics section you will see a 28-day summary of your Twitter account. This is a great way to get an overview of how your content has been performing across the platform.

While on this page, make sure to pay attention to the top tweet and top media tweet analytics. This data will show you the tweets that received the most impressions and the tweet with a photo or video that received the most impressions. This will help you understand what kind of content your audience likes to consume. Make sure to take note of what your top performing tweets are each month and analyze this data on a month-to-month basis. If you begin to see trends in what your audience is consuming, use that to plan your future content strategy on Twitter.

Types of Engagement: The type of engagement can give you even more insight into what your audience finds relevant. Even though a tweet may not be a top performer, it is probable that it has  received likes or retweets. Retweets can show the specific people who found your content valuable enough to share with their own audience. Likes show a sign of appreciation and mean your content has resonated with people.

Engagement Rate: This is the number of engagements divided by impressions. In simpler terms, out of everyone who saw your tweet, this is the percentage of people who actually did something with it. Twitter counts engagement every time a user clicks anywhere on a tweet including retweets, replies, follows, favorites, hashtags, username and much, much more.

Follower Growth: This can show you if your follower base is growing or shrinking. Twitter allows you to see how many followers you had on any given day with a bar graph. Hovering over various bars in the graph will show you the amount of followers you had on that day – you can even go back to when you started your account. This data gives insight into why your followers follow or unfollow you. For example, if you’re seeing a decrease in your following, check out your activity during the time you started seeing this decrease. Did you reply to the people that mentioned you? Did you share relevant content? Answering these questions can help you understand what your audience expects as a follower of your brand.

LinkedIn

To check out how you’re doing on LinkedIn, head over to the Analytics tab on the top left of your Company Page. On the Updates page you will be able to preview posts that have been shared with your following as well as check out the impressions, clicks and interactions from each post.

Impressions: The number of times the post was shown to LinkedIn members. It’s important to compare this number to clicks and interactions. If you’re seeing a huge number of impressions but your clicks and interactions are dwindling, it could mean your content isn’t engaging enough.

Clicks: The number of times your company name, logo or content has been clicked. Obviously it is important to see if people are clicking on your content and heading to your website, but what’s more interesting is if people are clicking on your company name. If they’re clicking on your company name, they will head to your profile to learn more about you or check out other content. This means that your profile should be top-notch and give a powerful description of your brand, as well as a link to your website.

Interactions: The number of likes, comments and shares of a post. This is important because LinkedIn has a lot of active users that are eager to share their thoughts on content within their expertise. If you’re not seeing a lot of likes or comments, try connecting with professionals within your industry and recommending they follow your page and give their insights.

If you click on “Followers” you will be able to gain insights into your LinkedIn audience. Knowing how your content performs is important, but getting to know who is interacting with your content can be even more insightful. By checking out your audience demographics, you will be able to view your audience by seniority, industry, company size and much more.

Seniority: This information will give you insights into where your audience ranks within their company. Are they the CEO or do they have an entry level position? This can be important if you’re targeting a certain seniority level, whether it be lower, mid- or high-level employees.

Industry: This data will give you ideas on what industries to target as well as insights into whether or not you’re reaching the industries you originally hoped to.

Company Size: Are you specifically working with small businesses? Fortune-500 companies? This data will breakdown each company by their size so that you can see what sized business is best for your content.

When tracking analytics, the amount of possible data to collect can feel endless. That’s why it’s important to determine your company’s goals for each digital marketing campaign. And remember, tracking what’s successful and learning from the obstacles are what will keep you moving forward.

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Have any other digital marketing insights that we missed? Have you used any of our advice and had success? Follow us on Facebook, Twitter or LinkedIn and share your ideas!

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Jackie is the Digital Marketing Intern at Worbix. Alongside the marketing team, she manages our social media accounts and creates content for our blog. She is knowledgable in social media best practices and website optimization.

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