Today’s blog will look at the LinkedIn course by Carlos Gil titled Social Media Marketing: ROI. In this course, Gil mentions how you can create a content calendar to drive your sales and awareness by making data informed decisions. This includes things such as posting at key times, finding which of your content is performing best, and what is getting the most clicks (Gil, 2019). In this course, you also learn the important metrics to measure in terms of content, community, consistency, and conversion that can help you maximize engagement with your social media content.
Social Media KPIs and Tools for Measurement
If your customers are on social media, you should be, too. Social media key performance indicators (KPIs) can help you understand which networks to join, when to post, and how to measure success (Gil, 2019). All these KPIs should be tied to your business objectives. Use them to find where customers are on Facebook, Instagram, Twitter, which are great B2C platforms, and LinkedIn, a great B2B platform. Ensure that your goals are measurable and use these KPIs to find what your competitors are talking about and what your own purpose is on social media. It could be to build brand awareness, improve customer service, or talent acquisition (Gil, 2019).
According to Gil, there are four pillars of social media strategy that you should measure (Gil, 2019):
- Content – what users see of your brand (images, videos, text-based posts)
- Community – users who regularly consume and engage with your content (can be employees, fans, followers)
- Consistency – how often you post will determine how often you appear in news feeds
- Conversion – actions users take when they engage with your brand
Creating a strategy around these four pillars will help you be successful in growing your brand.
You can also use tools to pull data and help you visualize it. There are free and premium tools you can use to track metrics for your posts. Some free platforms such as Buffer or Hootsuite will give you feedback to help you post, monitor, and engage with your customers. Other platforms like Rival IQ will help you see how your posts are performing relative to your competitors. Use these platforms as tools to help you make data driven decisions (Gil, 2019). Ask yourself what insights you have gained, what you learned, and what you can do better.
You can leverage your data to make informed decisions on many different platforms. Facebook allows you see key metrics on how your posts are performing and recommend you use Facebook Ads. Twitter will give you a month-over-month snapshot of data that shows top tweets, mentions, followers, and best performing content. LinkedIn shows you stats on how many times your profile was viewed and how often you showed up in search results. YouTube can show you the number of new subscribers, average watch time, and your top videos. Instagram can show you your follower growth, top location, age ranges, and the time when most of your followers are active, as well as profile visits and clicks (Gil, 2019).
Decoding Social Media Analytics: What Does It Mean?
Facebook Insights can give you valuable analytics that can help you manage your page and content. You can view data on likes, reach, impressions, engagements, views, and clicks. I wrote a blog previously on Facebook Ads that can make these keywords make sense to you. These analytics give you an overview with week-to-week reports on follower growths, demographics that interact with your posts, and the overall effectiveness of you post (Gil, 2019).
Facebook Ad options let you choose your objectives to grow your engagement. You can focus on promoting your business locally, growing your e-commerce, getting leads, or attracting website visitors. Ensure that you are running targeted ads that are aimed at a certain age, demographic, location, or interest group, and make the ad visually appealing! Gil also recommends setting aside a monthly budget to spend on your ads (Gil, 2019).
Monitoring your previous posts and their performance will allow you to further gauge which posts really made a mark on your customers. It allows you to repurpose old posts that got the most engagement and clicks so that you can bring that high engagement back.
Keep in mind that good quality content isn’t just measured by ‘likes’ (Gil, 2019). The Instagram app itself can provide insights on new followers, where they are located, their age range, website clicks, and week-to-week changes of these metrics. The more you post, the more traffic you will see. Keep an eye on comments on your posts as they can give important feedback and an opportunity to engage. You can also use polls on Instagram to generate sales leads or ask questions to engage audiences.
Driving Measurable ROI on Each Channel
On LinkedIn, you should find connections in your community by using the metrics that the site provides, such as who viewed your profile and your search appearances. LinkedIn can show you job titles of people who searched you which helps you see whether you are in the right search results or not. Keywords in your profile are what take you to the top of search results so make sure to use keywords from your industry (Gil, 2019). Monitor your profile stats to make sure you are showing up in the right places. Groups on LinkedIn are also a great place to expand your network in the same industry, interests, or city.
Use LinkedIn to engage with potential clients by seeing who is viewing your profile and which date they viewed it. Message them to ask how they ended up on your profile but do not try to sell them anything. Focus on engagement first.
For YouTube, you can monetize your video inventory to earn some revenue on the videos you make. To monetize, you must have at least 1000 subscribers. Gil suggests creating a list of 12 to 15 tutorials or how-to videos that include keywords such as ‘tips’, ‘how-to’, and ‘the best’ (Gil, 2019). Go back and retitle any other videos you have posted before to have more optimized search results. In Creator Studio, you can monetize specific videos and pick which ads you would like to show.
You can use keywords on YouTube to improve your search reach. Make sure that you have a purpose such as entertainment or education. Optimize your titles and descriptions to include keywords that will allow you to show up in search results (Gil, 2019). You can make videos focused on meeting business owners, employee takeovers, product tutorials, local business spotlight, or a video podcast for your company.
On Twitter, you should realize that it is a real time search engine. You can post questions to get answers and give your followers value in the form of tips, advice, or motivation. Gil suggests posting third party links in replies and always circle back to your fans and followers (Gil, 2019). The analytics on Twitter lets you learn about your audience and take part in popular discussions and events. You can also see which of your tweets performed best so go back and reply to the people on those tweets to keep your followers in the loop.
Bonus Strategies for Maximizing ROI
Gil suggests using Twitter cards to help your content stand out with eye-catching visuals. You should avoid asking for a sale and use them to drive traffic to your blog, YouTube videos, or special offers on your website.
On Instagram, you can use their Stories feature to engage your audience. Keep your stories short and attention grabbing while having a beginning, middle, and end. Always end with a call to action. The key to being seen is creating visually appealing content, posting often to keep your followers engaged, telling short stories through captions, tagging locations in posts and stories, and embedding content on your blog. Hashtags are extremely important because they act as the keywords on that website (Gil, 2019).
There is a high chance that users are using a mobile device when viewing one of your ads. This means you should keep your captions short, direct, and to the point (Gil, 2019). Try making your post something that you would interact with yourself. Use one or two sentences in the description, lead with an open-ended question, and refrain from saying things like ‘comment below’ or ‘like this post’. It is less about the caption and more about the creativity.
For YouTube, add website links to your video for conversions. However, the site must be your own or a domain you own otherwise YouTube will remove it.
Lastly, sites like Bitly and Google Campaign can be useful to shorten your links and give your analytics on the last 30 days for free. Bitly can provide you with information on demographic data, where clicks came from, and the traffic source. You should measure and identify the top performing content of your so that you can repost it and improve engagement again (Gil, 2019).
Gil’s course goes over how you can use the analytics data provided by social media platforms to boost engagement with your brand. There a lot of tips and tricks jampacked into this course so I suggest you watch it yourself to gain an understanding of how you can apply his concepts.
A good example of applying these concepts that are relevant to today’s time are awareness websites on staying safe during the Coronavirus pandemic. You can create a website that includes information on safety precautions to stay safe, where you can go for help, what to do if you’ve been diagnosed, and emergency contacts. You can use social media to drive traffic to this website.
You can create YouTube videos on proper handwashing techniques and practicing sanitization. Instagram can be used to share photos and videos that provide information related to the virus and lead users back to your website. Facebook Ads can be used to have a paid advertisement that increases the traffic to the website, and you can use analytics to see which post is most engaging. For Twitter, you can engage in live conversations to help answer questions that people have regarding the virus. In the end, you can provide a link to your website that has all the information.
Check out my previous blogs on creating a LinkedIn profile and how to use Facebook Ads.
Gil, C. (2019, October 9). Social Media Marketing: ROI. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/social-media-marketing-roi-2/the-roi-of-social-media-marketing?u=2109516