As a Social Media Manager, you are faced with many decisions that will either make or break you Social Media Strategy. No matter what type of business you are managing, your customers are sharing on facebook and other popular social networking sites. As a Marketing Manger at eSocialPros, I have found two articles highlighting the importance of narrowing down and identifying your target market and knowing where the traffic is coming from. Both of these will have a big impact on your ROI.
The second article, titled “How to See Which Social Media Platform is Sending You the Most Traffic” by Julia Jornsay-Silverberg published in Entrepreneur she explains how powerful social media can be for driving traffic to your website. She stresses the importance of being able to segment your data in order to see where the best traffic is coming from. Knowing the traffic your social media channels generate should be a priority as a marketing manager. According to Julia, advanced segments are an incredibly powerful tool that will help in maximizing the ROI of your social media channels.
After reading these two articles and the experience I have as a Marketing Consultant working at eSocialPros and as a current student of the Social Media Marketing Specialization by Northwestern University offered online by Coursera. I would recommend that you implement the following 3 key components to your social media workflow to help you optimize and increase your conversions with a positive ROI.
Know Your Audience: Use insights to know when your target audience is online and engage them with effective visuals that encourage your followers to engage with you. Adapt to their needs and wants. Do your research and find out what their needs are and provide them with real solutions.
Add Segments: Being able to see deeper than just your typical insights is where you will shine as a Social Media Manager. When you see exactly where leads are coming from you will be able to optimize your companies spending budget and spend it where it really makes a difference.
Track Conversions: Out of all three this is probably the most important. Social media channels are complex and not knowing your ROI is like driving a car with your eyes closed –sooner or later you will hit something. On the other hand, knowing you are hitting your KPIs will make you a hero and better yet, you will increase your companies bottom line. Therefore, it is a must to track your conversions.
My name is Juan Carlos Valiente and I am a Marketing Consultant here at eSocialPros. I have worked in Digital Marketing since 2007 and I am currently enrolled in the Social Media Marketing Specialization offered by Northwestern University via Coursera. I will be finished with this specialization in spring 2016. For additional information, please feel free to connect with me on twitter at @jcvaliente.