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Measuring ROI on Social Media Advertising

Posted by Holly Payne

Jul 23, 2014 3:00:00 PM

 

It’s not news to anyone that social media is an important tool for any business to gain exposure and increase connectivity, but the question every business should be asking themselves is, “Are our social media efforts effective?”

The main reason to measure your ROI is to not only show your clients that your efforts are working, but also for yourself… everyone likes to know they’re doing a great job! You want to make sure your clients know that they are getting their money’s worth when using your services.


Here’s just how to measure your return on investment from social media advertising in 4 easy steps!

 

  1. What are your goals?

When you create a social media campaign it is very important to identify exactly what you want to achieve. Once you identify that, you will be able to easily measure your success.  If you're offering a specific product, how much is each sale worth to you and how many sales should this campaign generate?  Or are you hoping to increase awareness for an event, cause, or issue?  If so, how many impressions or clicks should your campaign generate, or how many new fans are you hoping to gain?

 

  1. Which social media platforms should you use?

Sometimes it can be tough to decide which platforms you should use but once you determine your target market, this won’t be as challenging. This awesome infographic breaks it all down easily for you. If your target market is more business oriented then LinkedIn would probably be your best bet, but if you’re looking to give women do-it-yourself tips, Pinterest would be a great option as 68% are female users looking to discover all sorts of new things.

 

Target_markets

        3. How do I track my campaign?

Now it’s time to track your campaign. You need to know exactly how much time was spent on developing the campaign, the cost of your advertisements, how many people are interacting, etc.  Our favorite tool here at KNG Marketing Partners is Hubspot, because we can do everything from one account; whether it be posting our social media, tracking leads, or running social media reports to analyze our campaigns, they’ve got it all!  Advertising insights can also be found directly through Facebook, Twitter, and LinkedIn, measuring impressions, conversions, clicks, shares, and more.

 

       4. Time to analyze and change your Goals

Analyzing your social media campaign is very important, as it shows the client all the progress you’ve made. Outside of inbound marketing platforms like Hubspot, Google Analytics is a great tool to report your findings as it shows conversions to let you know just how your campaign is working. You’re able to understand how much of an impact your social media efforts are making on your audience and you'll gain insight by watching what your target market likes best.

 

Google_Analytics_example

 

 

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