ATYPICAL

Shares Aren't Enough to Measure Your Success

Sarah Malcolm
Marketing success isn’t as cut-and-dry as, say, a sports event, where the team with the most points wins. A global commercial real estate brand’s standards for “success” look very different from a two-year-old company totaling seven employees. The common theme I encounter? An emphasis on social engagement.

Marketing success isn’t as cut-and-dry as, say, a sports event, where the team with the most points wins. A global commercial real estate brand’s standards for “success” look very different from a two-year-old company totaling seven employees. The common theme I encounter? An emphasis on social engagement.

It’s easy to customize metrics to measure success, no matter how we define it. When it comes to engagement metrics, we typically look at numbers for viewed/liked/shared/clickthrough. But these numbers alone aren’t enough to measure your success. Why is that?

My response to engagement metrics: “Okay, someone shared your post/tweet/blog. Great! What did they do next?”

See, none of your numbers about sharing or likes or views really tell us what the content is doing for your business. 

Our mission in the digital marketing age is the same as it’s always been: drive sales. What we’re doing today is creating content that meets our audience’s demand. It’s that demand that helps generate leads. 

What we help our clients with at ATYPICAL is understanding the connection between creating that demand using all the content strategies at our finger tips and creating sales. This means better tracking how we receive visitors and the actions they take after they engage with us.

One area to look at is demand volume. If you’re publishing a lot of content on your website, and that content is in high-demand, you should see gains in your search engine result placement and organic website traffic.

Another is tracking your conversions. First, you’ll need to see where people are coming from. This is easy when you use UTMs or a customizable link service like bit.ly. You’ll see exactly how many people clicked on your email content, social content, et al. These customizable links are great for personalization. Tie each link into a personalized landing page that is designed to convert the audience. 

We know our customer conversion cycle is circular and long-term now. Other strategies look at how often that a person touches on your brand–visits the website, shares on social, et al. How many times do people visit before they purchase your product or service? Is there a place in your cycle that means strengthening?

So yes, it’s great to have high engagement numbers. But if those numbers aren’t actually working for you–that is, converting those viewers and fans into clients–then they are a useless metric. 

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