Metrics and sales, what's the difference and what should you be more concerned about?
Spending a large amount of time in creating social media and website metrics reports can be better spent making content to raise the business brand. But then, one question keeps coming up. Do you need the metrics? Some clients would say yes since they need metrics for them to track their ROI and ROAS.
But really, which is important? The metrics or sales?
Setting the proper metrics can help you prioritise the things you need and want to achieve for your website. However, maintaining the high metrics you want can be challenging.
From building a website up to promoting it to create traffic, everything takes time before you reach your ultimate goal. So, planning the content and knowing the basics that you should be doing is also a priority.
Not everyone can relate to your content
Each social media platform has various types of audiences, depending on their interests and preferences. For example, on LinkedIn, the type of people in this platform are mature and professional. They may be likely to engage with your content but not to the point that they can share it or interact publicly. Since most of them have a credible reputation to keep, they fear negative attention when it comes to proving their point. How will you find your target in the broadest land of social media?
The way to see if your social media effort is working is through the number of leads reaching out to your emails or seeing sales increase. When people start noticing you and ping you for an inquiry, that’s when you know that your strategies are effective. Moreover, the real test can’t also be seen with some random audiences clicking and interacting with your posts. Many digital marketers are used to doing black hat techniques to get plenty of likes and followers, not even relevant to their niches. It can, therefore, become meaningless to only focus on your metrics and not about making higher sales.
Getting more attention for your content
You know your content is working when visitor numbers start spiking and your analytics show time spent on pages increases and bounce rate drops. This happens when you create and produce more quality and relevant content that your audiences actually want. Thus, it will help you figure out what should be the overall type of service or product that you should be offering. Then rinse/repeat!
One thing you shouldn’t refrain from doing is producing content for your page and website. No matter how many clicks you get or even if you don’t get any, you shouldn’t stop producing content. Continuous and regular posting of your content is a vital process if you want to get found by your target followers. These postings will let people know about your theme and brand, which can increase your brand awareness, which later on can convert into sales. Most business owners think websites are a conversion tool, and that’s the same thing with social media. Hence, getting attention from your social media profile is getting more traffic for your website, too.
Maintaining your social media and website brand awareness
It’s inevitable, but sometimes, there are things that you neglect doing. At first, it may be hard to pinpoint whether it’s giving you a positive or negative result. But today’s strategies can lead to tomorrow’s coffee meeting where business opportunities may arise. Therefore, you should never fear to do whatever you can to keep up your own brand and reputation as well as your metrics.
It takes time to create a report and analyse your metrics. For example, in e-commerce based products, there may be a bigger and higher success in the selling process. Most notably, if it’s directly aligned with a sales funnel. While in digital marketing, it takes a lot of different methods to see the metrics results months later.
The urge and temptations are always there to over-focus your metrics and create irrelevant strategies to have an immediate result. But if you dig deep, it doesn’t have to be this way.
It should start with your own mindset and beliefs. Don’t only measure the metrics but also the leads and revenue of your sales. After all, what is a good metric without a sale?
Are you looking for an increase in sales? Contact us to find out how to leverage off your website.