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Communications Center

Assessing your Social Media Pages and Promoting Your Business

Posted on September 25, 2020

Using social media for your business is one of the quickest and easiest ways to reach your audience. Not only should you be analyzing what’s working for your own company, but also utilizing it to promote what you have to offer in a consistent manner. First, let’s take a look to see if you’re using your company page to its full capacity.

Assess

First thing you should focus on is creating an audit spreadsheet. By doing an audit, you are measuring performance for all your marketing efforts. This helps you identify which techniques are working, which are falling short, and how you’ve progressed or improved from past efforts

Before starting your audit, create a spreadsheet to track your assessments. Here’s a list of columns to include:
– Date
– Number of Followers
– Follower Demographics
– Post Type
– Impressions (reach)
– Clicks
– Likes
– Comments
– Shares
– Engagement Rate
– Channel traffic from Google Analytics

Now that you have the spreadsheet, let’s show you how to find all that data.

First, make a note of your total number of followers at that time. You can find this number by simply looking at your page. This number tells you how many people you’re reaching with your marketing efforts. If you track this number over time, you can view your follower growth pattern.

Next, let’s click on the Analytics drop down, to find “Followers.”

Here is where you’ll be able to figure out who your followers are. Next to follower demographics is a dropdown, this is where you can sort your followers based on job function, country, region, industry, etc. This will help you determine if you’re attracting your target audience.

Next, we want to go back up to the Analytics drop down, to find “Updates.” Each platform will offer an analytics area on the business page.

Here is where you’ll be able to find, based on specific posts, how each performed (post type, impressions, clicks, likes, comments, shares, engagement rate). By taking note of this information, you can see which types of posts are working better than others and create strategies for your future marketing efforts based on the performance measured. What type of posts do your followers like, comment or share – determine that and then do more of that!

Last thing on our spreadsheet, is analyzing referral traffic to see how much traffic social media is driving to your website (if you have one). You can do this in Google Analytics. Go to your website’s Google Analytics dashboard and click Acquisition > Social > Network Referrals. On this page, you can see the amount of traffic you’re receiving from the various social media networks.

Once you’re in a good place with your spreadsheet, taking note of all the pieces we mentioned above and update regularly.

Promotion

Your ability to reach your customer base has never been easier as everyone is on social media these days, certainly more than most of us should be. But, hey we are in a pandemic so let’s give them something else to read and learn about your business while they are scrolling.

If you have a business where you can promote an event, use the event feature to do so. This helps your followers and others see the event when someone clicks interested or shares the event. Be sure to schedule well in advance of your event so you can obtain attendees through this feature.

Do you have a special to offer? Two slices of pizza for the price of one? If so, you can use the boost post feature to target your audience and view results of the campaign once it has completed. Overtime, you will learn what has worked and what hasn’t. This works well if your budget is tight and want to promote a special or offer on the cheap.

When someone likes a boosted post or paid advertisement, when you receive the notification, invite them to like your page. This increases your followers with people who are already engaging with your content. They have begun the journey in becoming a customer – just what you were hoping for right!

Not always pleasant but It is important to read and respond to both positive and negative reviews – thank the person leaving the review or resolve any comments/issues that may have been left. Please do not ignore negative reviews, it is a great time to look at the “why” behind that negative review and either learn from it or in the very least post a response so others can see you are listening and even more importantly acknowledging.

Another helpful tip is to follow and share other local businesses so you can cross promote one another. This works great when the business work together promoting one another as you can reach an extended audience. I have seen some pretty amazing collaborations out there.

Above all, keep your content fresh and of interest to your followers! They love images, so be sure to include them in your posts.

In closing, I would like to say thanks for all you do out there to keep our local communities prospering even in these challenging times. We appreciate YOU and we need you!!

Have questions? Feel free to leave comments or call me anytime at Country Bank.

[Ref: http://www.socialmediaexaminer.com/how-to-assess-your-linkedin-company-page-performance/]

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