Advice on how to conduct your social media and marketing campaigns is all over the place online.
Including on our blog.
And plenty of it is good advice (especially on our blog!).
When you put that good advice into practice you can achieve some truly great advancements in the quality of your online content, your social following and marketing return on investment. However, if there’s one thing that’s true online, it’s that one size does not fit all. Most marketing advice online will move your brand forward, but the best way to make the best of your online marketing and social media plans is to keep an eye on what works for you and what doesn’t.
What works brilliantly for Business A, might not be as effective for Business B. Every business is different; every target market is different – that was true in the old days of print advertising too but let’s translate it to the present day. The advantages of online marketing and social media are manifold and a real corker among those advantages is the power of statistical analytics.
Why just put out the same Google AdWords campaign over and over when you can review the results of your last campaign and tweak accordingly? For the most part in print advertising, you were flying blind. Now you can get a plethora of feedback on the campaigns you put out.
Stats and analytics are such an exciting tool. Yes, I know, statistics. But stay with me. Using the example of a Google AdWords campaign: by tweaking your audience, the colours in your ad, the words in your ad, the dates and times your ad shows (and much more) and then comparing your different campaigns, you can find out what brings in the maximum return on investment.
Perhaps your audience responds best to images of women in ads, or men or ads without humans in them at all. Replicate the ad and make changes to only one aspect and make decisions about future ads based on what you learn. Working this way allows your marketing to be agile and react to where your audience is, in real-time.
What you do with the new information is up to do. It may help you to plan for the future or enable you to better identify the demographics of your market and could even lead you to consider what type of product you focus on. But in the short term, allow it to shape your online marketing campaigns
Change and test.
Change the time of day you post, change the length of your blog posts, change the type of images you post. Start posting on the weekend instead of weekdays. Review the calls-to-action on your website and their prominence, spend more time appealing to a younger or older demographic. The possibilities are infinite.
The availability of all this detailed information is exciting and useful – but approach with moderation.
If you spend so much time looking at your web and marketing stats that you forget to move your business forward in meaningful ways, that’s a problem. It’s also easy to experience statistical overwhelm. There are numbers, dates, graphs and click rates everywhere, they all mean something and seem to be demanding your attention.
Our advice is to set a reminder for yourself to review stats on a regular basis, but don’t overdo it. Depending on the platform, try reviewing weekly or monthly and then plan what actions you’ll take based on what you learn from the analytics. Statistics are a waste of your time if you don’t let it change your approach to online marketing.
At Technology Matters, we love us some stats! We use them to inform the next course of action in a marketing strategy for clients. This is seriously powerful stuff.
If you want a trained eye reviewing your stats and implementing your online marketing and social media strategies, give us a call and we can talk turkey.