Know your online customers: metrics

Remember when social media began? It was this fun thing, for connecting with friends – especially those you hadn’t seen in a long time – discovering new music, and sharing tidbits about your daily life. You know, like what you had for lunch.

metric3Today, it’s still all those things. But it’s also become an amazing way to promote your business. To do it right, though, takes a significant investment of your time, and, depending on the size and scope of your business, a financial investment as well.

So, if you’re going to put all that INTO social media – into being online at all, really – shouldn’t you know what your business is getting OUT of it?

Your Website

Think of your website like the home base of your business’ online presence. If a customer wants to know anything about you, from your phone number and hours to the products you carry, this is where they’ll expect to find the information. Your website should tell your customers anything they’ll want to know.

Behind the scenes, your website analytics will tell you a lot about your customers. You’ll want to look at how they’re coming to your site – are they typing in your web address or navigating to your site from another source? If you’re using web ads, are they delivering customers? When they come to your site, how long are they staying? What information are they looking at while they’re there? Analyzing these and other analytics can help you understand how your site is performing, and how to make it better.

Your Social Channels

Every week it seems like a new social channel is poised to take the world by storm. But Facebook remains the king of them all, and for most businesses it’s the best place to at least start their social efforts. Plus, attracting people to your page through paid promotions can be incredibly affordable.

Facebook offers robust analytics, so you can see how your page and individual posts are performing. Examine your analytics to see which types of posts are liked and shared more often by your audience, and try to tailor your future posts accordingly to increase your success.

For Facebook ads, keep an eye on CPC (cost per click) and Relevance Scores metrics. The first tells you how much, on average, it cost you when someone clicked on your paid post. The lower the cost, the more successful your post. The second ranks Facebook ads on a scale of 1-10. The higher the number, the more people enjoy your ad – which means Facebook’s algorithm will show it to more people, at a lower cost to you.  

So, yeah. It turns out being online in business is more complicated than sharing pictures of that amazing sandwich you had at lunch.

But you knew that.  

It also turns out there’s a partner just an email away who already lives and breathes this stuff, and is ready to help you craft an online plan, personalized for your business. We can’t wait to hear from you.