How often should you check your analytics?
Analytics are the key secret to effective marketing. It is essentially the key component to establishing your strategy. If you are referring to your data, you will be producing the right content as you will be aware of what content is performing well and isn’t. People don’t understand the importance behind incorporating the data into their strategic planning. Within Clue, we track data every week for every piece of content going out including social content, blogs, emails and so on. This is so the marketing team can produce a report at the end of the month so that we can see what has worked and what hasn’t and then either reproduce a similar strategy with content that will achieve the desired results, or change up the strategy and figure out other content that works.
What data should you be tracking?
Social Media Reach
Social media reach is how fair your content is reaching. How many people know you actually exist? You can track your reach through social media via insights and analytics. For example on instagram, for business accounts it can be found through the section circled on the image below. In this you will see the ‘accounts reached’ button where you can see what followers and non-followers your content has reached.
Content Engagement
The content engagement is where the viewer is interacting and engaging in your content. You want engagement from followers and non-followers as you need to be nurturing your existing audience but also branding out your reach alongside. Again, in the analytics section you can view the ‘accounts engaged’ section where you can see the number of comments, likes, shares and saves. Tracking this data will help your content marketing become more effective as you can see what your audience is interacting with the most.
Link Clicks
The link clicks (or website taps) are the section where the viewer has taken action and viewed your bio and clicked the website link. This shows interest. They want to know more. These are the people that are good to keep an eye on as a lead. This data should be tracked as it allows a business to see who has come across your content and actually thought of your business, regarding buying or the convenience of your business or general interest as a whole.
How often should I be posting on social media?
What is your strategy? Posting one video a month that is strategically planned and has a point behind it, will be better than posting 10 quickly made pieces of content with no real purpose but ‘just because’ you felt you had to post. Having a variety of content types planned for different results to achieve is crucial, for example, we’ve found that in Clue our A Roll videos perform best and have the highest reach. So our weekly plan strategy includes at least 4 videos a week, most of which is A Roll as we are trying to achieve an increase in reach.
Your weekly plan could look like this:
Monday- A ROLL
Tuesday- B ROLL
Wednesday- CAROUSEL
Thursday- A ROLL
Friday- B ROLL
But it depends on what the data has shown. Does your A Roll content raise awareness? Are people being educated from your carousels and following you from them? Is your B Roll empathising with your audience and therefore making them think about your business and resulting in website tapping?
Have a look HERE to see what results Clue Content has generated for our clients.
How do I improve my social media reach?
The reach can be viewed through how many followers and non followers the piece of content has reached and what type of content is being reached more.It can also show how many impressions your content had, such as how many plays. In Clue, we also record the profile visits and website taps; this helps show what content is leading traffic to the website and what posts attract people. To improve your reach you need to see how many followers vs non followers are viewing your content and then see what content is producing the highest percentage of increased reach.
How do I improve my social media engagement?
Look at statistics. What content has the highest amount of likes, shares and comments? The number of accounts interacted is what should be measured. So the overall content interactions, which breaks down the reel and post interaction. This can show us how many likes, comments, shares and saves per each piece of content has gained. Through each of these we can see if a viewer then engaged with the profile or our website. Reproduce this content type. You need to understand what your audience wants and how you achieve this. If the highest engagement is on the pieces of content that is entertaining, recreate this style.
How can I increase lead generation via social media?
To increase lead generation you need to have an effective strategy that entices an audience. Consider the fact that it takes one piece of content to reach an ideal audience. What does this mean? It means that every piece of content needs to have a purpose and be high-quality to ensure your business is portrayed in the most positive way possible. To work someone through the buyer’s journey, they need to be entertained (as this is the most common way of establishing awareness) because after this it would lead to a following. That person is then a cold lead.
Have a look at the image below for the buyers journey funnel, a staple in lead generating for businesses.
Then you have to nurture them. Reproduce content they have been engaging with such as liking and commenting on. Once they are engaged, you need to produce content that emphasises with them, as humans buy the brand.
Working with a marketing agency for social media growth
Consistency is the key! How often are you posting? Not only the quantity but the quality of your content. Posting 10 times a month, but not having a real point of purpose within the content will not generate successful results and will be a waste of time and resources. This will determine your content strategy. Look at the last piece of content you posted. Why did you post the last piece of content? Was it to educate? Entertain? Emphasise? Energise? You need to know what your audience wants, and feed off of it.
But, you don’t have the time and resources right? Did you know that it takes approximately 6 people to strategically plan and create one piece of content? You physically cannot do the strategic planning, high quality creation and all the editing all by yourself. But outsourcing every task would not be cost effective and isn’t guaranteeing a ROI. In Clue, we have all the roles and skills in house and cost less than you would be paying for 6 external roles.
Check out our CLUE TEAM HERE, you can find out all the roles involved in content creation and put some faces to them!
Clue Content manages the content creation all for you, all we need is 3 days from you- 1 day planning and 2 days off filming. The strategic planning is tailored to achieve your desired results, for example an increase in engagement, and then in Clue we track the data so when we come to create more content for you, we have the data to show us what has worked and what hasn’t.
Where do I start with strategically planning my content?
Not to worry, Clue Content can help reinforce your brand and messaging through creating compelling content for your business.
Every week we have a newsletter called ‘Give us a Clue’ with tips and insights specifcally picked out for YOUR INDUSTRY. These personalised insights into content creation such as tips, content prompts and specific times to post, will help when you haven’t got a clue on what to post! (and a weekly riddle for chances for our readers to win some SWEETSSSSSS!)
Sign up through the link HERE
You can contact us through any of our socials, or email us at hello@cluecontent.com
Catch you next time, have a good week!
