List of Analytic Metrics to Use to Gauge Media Plan Success
Media used to mean television ads and newspaper spots. While these mediums still have their place in marketing, they are far overshadowed by the digital sphere. Marketers who want to run a successful media campaign need to know how to maximize the impact of their social media accounts and online content creation strategies. As we know social media is full of data and customers are loaded with much information. Now the question is how marketers measure the campaigns and know the people’s preferences to deliver a personalized experience. Here social media analytic metrics come to the rescue as it enables marketers to craft better campaigns and ensure optimum yield.
Analytic Metrics to Use to Gauge Media Plan Success
Media plans can range from owned content—materials you publish yourself, earned content—materials about your product that are created by others and paid content. All three are valid. All three can only really be understood by taking a look at the numbers.
In this article, we observe what analytic metrics you need to gauge the success of your media strategy.
Even very basic websites allow you to track how much traffic you are getting. As you create content in the form of articles and blog posts, web traffic analytics will be a very basic way to understand how much momentum you have.
At the rudimentary level, they will be able to tell you how many people are seeing your posts. More granular analytic services may also tell you other important things, like how much time visitors spend on your site. Do they read one post and then bounce, or move on to more of your content?
These analytics are usually more revealing than simply knowing how many people visit your site. If all of your posts get 1000 readers, but almost none of them stick around for long, it probably means you aren’t targeting the right people.
Subscribers are vital to the health of any digital marketing campaign because they ensure a certain degree of built-in traffic. If you have 1000 subscribers, you may not be able to depend on all of them to see everything you post, but you can trust that each post will carry a certain degree of traction.
Just as importantly, your subscriber count can serve as a litmus test for the success of your media plan. Are your numbers increasing? If so, your owned content metric is doing well.
On the other hand, if they have stagnated, or even shrunk, you can be sure that it’s time to revamp what you’re doing.
Social Media Engagement
Social media is among the most compelling frontiers in the world of digital media marketing. Simply put, it’s where all of the people are. It’s also a rich source of both paid and owned content.
On the paid spectrum, the goal is, of course, to make sure that your content marketing is seen by as many people as possible. Most social media sites give you lots of autonomy on when and how you time your ads.
To maximize their impact, you will want to pay attention to when your demographic is the most active. What time do your ads have the most traction?
Once you understand this, you can maximize the impact of your posts. On the other hand, if you know that your demographic is most active on social media at 4 PM, and your ads aren’t having much traction, you’ll know it’s time to recalibrate.
With owned content—your own posts—other metrics come into play. You do want to see how many people are interacting with each post. However, it’s also important to know how many subscribe, how many “like” it. How long they interact with it. If you post a video is watched the whole way through, or abandoned after only a few seconds?
You’ll also want to see how much your posts are being shared, reposted, etc.
Social media is where many brands steer towards entertainment-oriented content. The tone is typically light, humorous, and shareable. Novel though this approach may be, it’s quickly become the standard. Businesses can cultivate a successful media campaign and brand image by paying attention to important analytic metrics and being able to adapt or privateize based on those metrics. With that being said, it could be a good idea to hire a business analyst to decipher the engagement metrics and provide suggestions on how you should be marketing next.
Earned content remains an important component of many media-driven marketing campaigns. Unfortunately, it is also the metric that you have the least control over. While you cannot force outlets to discuss your product, you can track and tailor related analytic metrics.
Analytics that measure the public perception of your product is a key way to gauge the response that you have earned. Branding is a very important component of success in the modern age of marketing. Pay attention to how your brand is perceived, and work on adjusting your public-facing practices accordingly.
Knowledge is Power
Analytics can tell you what channels to select, how to market towards them, how to tailor your expectations, and much more. The more you know, the better you will be able to craft a media plan that hits all of your benchmarks.
Study, adapt, and thrive.
Leverage These Analytic Metrics to Pivot and Thrive
Social media has come a long way from being used for making online friends. Today, businesses and even well-established brands harness these platforms to drive more engagement and growth. Therefore, you should know the exact analytic metrics to measure its success.
Analytic metrics play an important role in social media marketing performance. But to make the most out of the campaigns, marketers must focus on the above-mentioned things.