Guest Blog by Tiffanie Honeyman, OpGo Marketing
When it comes to social media, Facebook dominates. This is a channel that is not all about conversions, but more about brand building. With this platform you can build your brand, tell your story, foster loyal customers, and grow your audience. According to eMa rk e ter ’s sta ts, more than half of Americans will use Facebook this year.
So what do you measure?
- Reach and engagement. It is important to measure reach and engagement on Facebook. You want to know what content moves your audience to engage and create more of it. Reach is within the “Insights” tab on your Facebook pag Evaluate the organic vs paid reach and look closely at the posts driving the reach and engagement. Note, “fan base” is not synonymous with “reach”. Posts that garner “likes” and “shares” add organic reach well beyond the fan base (those that like the page).
- Conversions. It’s important to monitor the conversions through Google Analytics. Here you can see how the channel performs from a bottom of the funnel standpoint. Keep in mind the objective of Facebook initiatives are not always at the bottom of the marketing funnel; when the goal is brand awareness, monitor the volume of impressions and cost-per-thousand (CPM).
Whether it’s B2B or B2C, buyers are controlling the journey and doing their own research up front. Facebook is another common source in this research—a touch-point where you have an opportunity to get in front of them especially on mobile). Forrester shares survey results showing 75% of business buyers conduct more than half of their research online before making an offline purchase. Consider Facebook as a channel for strategies that involve branding and lead generation.
According to Google’s blog, “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan”. According to Venturebeat.com, over half of Facebook users access the platform only on mobile.
So what do you measure?
- The percentage of web users (not sessions) and conversions that come from mobile.
- Campaigns. Look at mobile vs desktop performance. When setting up your campaigns, set up your mobile campaigns separately. This gives you the ability to truly see the difference in cost and overall performance by device.
- Channels. Consider which channels perform best on mobile for your marketing objectives. You may determine the mobile objective is “call conversions” while the desktop objective is “awareness”.
Mobile matters because this is where many of your customers first experience your brand. If you neglect to consider mobile when over half the searches are done on mobile, you could be losing opportunity to those who make the mobile experience clean, simple, and user friendly.