Social media marketing is one of the most valuable tools in any business’s toolbox. It allows you to reach your audience in new ways, drive engagement, build awareness of your brand and product or service offerings, and more. However, it can be challenging to do correctly. Analytics can help to take your social media marketing to the next level by offering key advantages and capabilities.
Gain a Better Understanding of Your Audience
One of the most powerful benefits of using analytics is gaining a better understanding of your audience. With this information, you can make more informed decisions not just regarding your social media marketing, but all other aspects of your business, from product development or sourcing to email marketing and everything in between. Without an accurate understanding of your audience, it comes down to operating largely by guesswork.
Determine the Right Networks
Not all social networks will be right for your needs. It is crucial that you are able to identify the networks where you have the most traction and your audience is concentrated in the highest numbers so that you can avoid wasted time, energy, and marketing spend on networks that do not offer a worthwhile return on that investment. Analytics allows you to delve into what sites your audience frequents, where they engage, how they do so, and more. Based on that information, you can make more informed social media marketing decisions.
Creating Better Content to Drive Engagement
One key to online marketing success is the creation and deliver of content. From social posts to sharing articles, content helps to drive engagement across your audience base. However, not all types of content will have the same audience resonance. It can be challenging to determine what content types work, whether some content is underperforming because of factors such as posting time or audience segmentation, or because of quality issues. Analytics allows you to create powerful content that drives engagement and, ultimately, profitability.
Compare Performance with Competitors
No business operates in a vacuum. You have competitors, and they’re involved in social media marketing, as well. However, it can be challenging to see what they are doing and the results of their efforts. Analytics allows you to access that information and then compare it to your own metrics. Based on this, you can determine where you need to improve, where you’re already outperforming competitors, and more.
Developing a Continuous Data-Driven Strategy
The single most important benefit of using analytics in conjunction with your social media marketing efforts is that it allows you to create a continuous, data-driven strategy that guides your efforts. This applies to social sites like Facebook, but also to tie-in efforts such as the creation of landing pages for use with paid social campaigns. Without such a strategy, you are essentially flying blind.
Analytics play a vital role in all areas of marketing, as well, not just social. This data should form the foundation of your content marketing strategy, your email marketing, PPC campaigns, and more.