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If you're leveraging the power of social media to build brand awareness and increase your online visibility, you're taking a step in the right direction. But if you're not analyzing your social media performance in terms of reach, engagement and conversions, then you'll be in the dark about how to improve in areas your campaign may be lacking. That's where analytics and key performance metrics (KPIs) come in. They can make a world of difference in understanding how to best position your brand on social media.

1. Understand Your Audience

Before starting any marketing campaign, you should always learn about your target audience. What are their interests? What are their pain points? What solutions do they prefer? These are key questions you should be asking yourself to get a sense of what your target audience wants and what matters most to them.

Social media analytics are great at helping marketers understand who their target audience is. Analytics achieve this by providing insights into your current audience's demographics and behaviors.

Major social media platforms like Facebook, Instagram and Twitter provide audience insights and include basic categorization like age, gender, location, etc. You can also choose the option to gain insights into buying behaviors and interests.

2. Create Better Content

If you know what your audience likes and takes interest in, you'll be able to create more relevant content that they're more likely to consume. Social media analytics also help you determine what type of content works for your target audience. Using social media analytics, you'll be able to find out whether your audience prefers images to text or enjoy video posts more than any other type of post.

Social media platforms show this type of information based on which posts get the most engagement in terms of likes, shares and views. This data will help you identify trends and understand what forms of content work best in keeping your audience engaged. As a result, you'll be able to improve your content and deliver high-performing content over time. 

Using Google Analytics consultants can also be helpful in getting your content on social media platforms and determining how users interact with your content as well as the source of traffic.

3. Know the Best Times to Post

You might see that you're not getting much engagement on some of your posts. There could be many reasons for this. One of those reasons could be that you're posting during times your audience isn't very active on social media. Did you know that social media analytics gather data on the engagement rates of your posts by time and day of the week? This data can help you find out when your audience is most active. This way, you'll know the best times to post on your social media accounts. You can optimize your content posting schedule to post at times and days that get the most engagement. As a result, you can get the most out of your content and improve the performance of your social media posts.

4. Get a Leg up on the Competition

You can use third-party social media analytics tools to find performance metrics for other accounts. That means that you can check on your competitors and find out what type of content they're posting as well as how it's performing. Then, you can compare their metrics to yours. You can use your competitors' performance to provide you with a benchmark for your own social media campaign performance. Thus, if you find that they're doing better in terms of engagement, then you should up your game in engaging your audience. However, if you're doing better in this metric, you might put your focus towards areas that need improvement.

Expanding your marketing campaign to social media is one of the best decisions you can make for your business. But be sure to track your performance for the best possible results.