In order to successful track the inbound campaign, several different measurements will be assembled from the various components of the campaign design. Within the consumer acquisition module of the campaign, platform insights from the various social media channels and/or social media management tools will be used to determine the successful acquisition of new readers/followers to your social media. Here, Facebook Insights is a primary example of this auditing process (seen below).
Marketers should continually expect to be watching various analytics, especially in the launching phases of the campaign. Insights from Facebook, Instagram, Twitter, etc. will provide valuable information into the types and styles of messages that are resonating with the consumer audience. Determination about image style, video style, permalink inclusion, technical versus funny, and other important design clues will be gleaned through this process. The regular monitoring of social media channels will help to hone in the message style to create a consistent brand persona. Messages that are off-brand will begin to become identifiable through the repeated auditing of these channels. While this may take a few weeks to a few months to determine, social media metrics will help to identify the correct serialized messages that will reliably produce increased awareness and hopefully, click-throughs to the website. Again, remember, this is an acquisition strategy.
The idea of acquiring new readers/customers/followers is predicated on the process of using creative content to “pull” them into the website, and then having them complete an action or goal on site. While building audience awareness at each social media channel is important (i.e. growing your followers), it provides you little value if you are not converting them on your website through a goal funnel. You MUST have a goal for them to complete. In a course practicum, it is converting them into email subscribers. However, in the real world, turning them into paying customers for your product or service is the ultimate goal.
Once your social media starts funneling readers to your website, this is where Google Analytics will take over. No website should function without Google Analytics plugged in on the back side to monitor how your traffic is coming into the website, what they are doing while they are there, and how and where they are leaving the site. Google will also help you track goal funnel conversions on site.
If you or your students need assistance with understanding analytical insights, inquire with us at The Digital Engine to find out how we can assist you in teaching inbound digital marketing to your students, complete with platform and Google Analytics. If you are interested in considering The Digital Engine for your university, we have a demo course that will allow you to see and work with some of the content. Or if you just have some general questions, feel free to contact us. We would love to assist in your search for a dynamic and creative class.
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