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Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
In my last post, I talked about some of the things you can expect from your content marketing campaign and why seeing results might take some time. Since content marketing rarely leads directly to sales, I figured I’d give you guys some ideas for things you can measure to determine if your content marketing efforts are paying off.
Any business needs its own website where you should be blogging regularly. The great thing about that is, depending on your site’s host, you should be able to see how many people are visiting your site and where they’re coming from. If your site doesn’t automatically give you that information, you can download Google Analytics, which is an excellent tool for determining if your website is performing the way it should, and if it’s not, what you can do about it.
You’re probably using MailChimp or something like it for your newsletters. It’s a vital tool that, not only allows you to send many emails at once, but also allows you to divide recipients into groups, tells you how many recipients opened your emails, and if you’re providing links to your website (which you should), MailChimp will tell you how many people clicked on the links to visit your site.
There are a variety of ways to measure your social media success:
Followers: Building a following is great, but I think there’s more to it than numbers. You don’t just want more followers, you want to attract people and organizations who are doing what you’re doing and/or are interested in what you’re doing.
Every social media site has their share of spam accounts, and as you build your following, some of your followers will inevitably be these spammers. The best thing to do is to block them and report them.
There’s no magic number for how many followers you should have, as growth will depend on a variety of factors. The one thing you should be sure of is that you are following fewer accounts than you have followers. Otherwise it tends to look like yours is the spam account.
Engagement: Comments, likes, and shares on your post are a great way to make sure you’re not just shouting into the Internet Void. Likes are great, but comments are better. It takes more time and energy to compose and post a comment than to “Like” a post, so comments are an indication of higher engagement with your followers. But again, there are plenty of spammers looking to post comments on others’ posts, so watch out for those, delete them, and don’t feed the trolls.
Shares are even better because it means they liked your post enough to distribute it to their own followers. They’re essentially saying, “Hey, everyone, isn’t this cool?” It helps expand your visibility and build your own brand.
Regardless of what methods you’re using to try to bring in new customers, you should always ask new customers how they found you. Whether you give them an intake questionnaire or just ask them informally when you start working with them, it’s the best way to know what’s working.
Thanks for reading! If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. If you still have questions about content marketing, let’s chat.