Know Your Data – Success Metrics for Consideration

When you’ve built your audience – brand awareness – the goal of a social media campaign shifts to consideration or engagement with the focus moving from mere awareness of your brand to nurturing a deeper engagement and interest within the audience so that they start to consider your brand when they are starting to think about their choices for purchase. Here are some metrics that should be to tracked when you are running a consideration-focused campaign:

Engagement rate – this includes likes, comments, shares and clicks on your content. A higher engagement rate indicates that your content is resonating with your audience and is of interest enough to them to encourage engagement.

Video views – if your campaign involves video content, then tracking the number of video views – as well as how long someone watched your video for – can indicate how many people are actively engaging with your content rather than merely passively observing it.

Click-through rate (CTR) – the CTR measures the percentage of people who have clicked on a link in your social media post compared to the total number of impressions (people who saw it in their timeline) that it received. It gives you an indication of how effective your content is content is at driving traffic to your website or landing page.

Time Spent on Page – for campaigns that direct users to a landing page or website, monitoring the average time spent on the page can indicated how interested and engaged your visitors are with your content to then take the next step of finding out more about your brand.

Lead generation – Tracking the number of leads generated through the campaign, such as sign-ups for newsletters, webinar registrations or downloadable content, can indicate the level of interest in your content.

Social shares – The number of times that your content is shared on social media platforms can indicate that your audience finds your content interesting enough to recommend it to their friends.

Comments and Replies – Monitoring the quality of your interactions through comments and replies, as much as the quantity of them, can provide an insight into how engaged your audience is with your content.

Sentiment analysis – Monitoring the sentiment of interactions – positive or negative – can give you an indication of the resonance of your content at this stage and the perception of your brand in a particular light.

Polls and surveys – Conducting polls or surveys on social media can provide direct feedback from your audience, helping you to better understand their preferences and concerns with your brand that you can address with further content to encourage people to move to the conversion stage and removing the barriers

By tracking these metrics, you can gauge the effectiveness of your social media campaign in moving the audience from awareness to consideration and adjust your strategy accordingly to further nurture leads and drive conversions.

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