The ROI of Social Media (Part 2)

by Jami Winstrom

The first piece of a digital marketing, before you create the content that goes on your website and social platforms (Facebook, Twitter, LinkedIn, etc.), is to come up with an overall strategy. Now is the time to align your business goals with your measures of success for your digital marketing. Set benchmarks based on key performance indicators so that you can measure your success regularly and make adjustments to your strategy based on that data. Once your goals are clear, and your benchmarks are set, you can formulate your content for posting.

Content is what will drive the success of your digital marketing strategy. Every piece of content you publish is a part of your story. Ask yourself: What motivates us? What are our values? What’s our tone of voice? Make sure you know the story you’re telling your audience and potential customers. A great story needs to be consistent, clear, and compelling. So, set your goals, craft your story, and then start posting!

Once you start posting, you’re officially in the first stage of your digital marketing, which is called awareness. In the awareness stage, you’re just beginning to present yourself (or refresh your presence) in the digital world. For your audience to develop awareness, they need to see your brand consistently over a period of time. There are several modes for measuring success within your social channels during awareness, which include: number of members/fans, number of installs of applications, number of impressions (views), number of bookmarks, and number of reviews or ratings.

Search engine optimization (SEO) is another valuable part of the digital marketing success equation. SEO is how soon your website or business name shows up in organic (unpaid) search engine results (like Google). One of the most important aspects of SEO is selecting relevant keyword phrases. A solid keyword phrase will have a combination of high search volumes (lots of people are looking for that word) and low competition (not a lot of other businesses are using it) online. As you begin to use the same keywords and phrases across your website and social media platforms, your business begins to “earn” higher ratings on Google. And the more people begin to interact with you in the digital space, the more SEO begins to trust your content. Having consistent, relevant, and quality content creates buzz, which helps people interact and improves rankings.

It takes time to build momentum and gain trust through your content distribution, so be patient during this awareness stage. But by implementing strong and consistent content, you will begin to see the impact on your ROI for your social media and web environments.

The ultimate goal of brand awareness is increased audience engagement, and therefore, increased business (whether that be an increase of sales, conversions not defined as sales—such as unique website visits, email sign ups, or other consumed and converted content). So check back next week, when we’ll share more about the engagement phase of digital marketing!