a guide to social media marketing measurement
TRANSCRIPT
copyright schaefer marketing solutions
Our job is to provide interactions that drive higher levels of customer
engagement over time.
TIME
INTE
RACT
ION
S
ENGAGEMENT
MARKETING
TIME
INTE
RACT
ION
S
copyright schaefer marketing solutions
Awareness
Reliable Reach
A MULTI-LEVEL APPROACH TO MEASUREMENT
Financial Gains
Financial Gains are the ultimate goal but that doesn’t happen right away.
TIME
INTE
RACT
ION
S
Awareness
Reliable Reach
copyright schaefer marketing solutions
Financial Gains
In fact, research shows that while most businesses get a boost in
awareness in the first year, for some businesses it may take 4-5 years of
effort before finding financial returns.
To help you find the right measurement, let’s look at each of
these phases and key metrics for each.
Increasing your organic audience
Establishing a consistent and reliable publishing schedule
Seeing a bump in your website traffic as a result of your content
Early signs of engagement like Likes and Comments
Measures that show your brand awareness is building through social media mentions
AWARENESS SUCCESS METRICS
1
2
3
4
5
By the end of the first year of your content marketing journey, you should be ready to change your
metrics.
The number of people subscribing to your channels
Lead generation (sales, new employees, suppliers)
Advocacy through content sharing
Authority through influencers
RELIABLE REACH SUCCESS METRICS
1
2
3
4
How long does this second phase last? This will vary a lot by industry, and specifically by the competition and
information density you are up against.
With these building blocks in place, you’re poised to start realizing tangible
financial benefits from your efforts.
This will vary wildly by business and industry but somewhere between 1 and
3 years you should begin seeing some financial benefits.
So when you feel like you’ve outgrown the phase two metrics, it’s time to
change your measurement to reflect:
Customer loyalty and retention
Conversion rate
SEO benefits
Marketing cost savings and cost avoidance
Sales
FINANCIAL GAINS SUCCESS METRICS
1
2
3
4
5
A MULTI-LEVEL APPROACH TO SOCIAL MEDIA
MARKETING MEASUREMENT
Adjust to the appropriate metrics depending on your place on the social media journey.
Learn how to ignite your content, your marketing, and your business with The Content Code.
GET IT NOW ON AMAZON
“This is the text book for the content marketer of the future.” — Ryan Hanley
“This book is a game-changer.” — Jay Baer
"The wisdom in this book is a gift to us." — Emeric Ernoult
“Social media is a tool to build awareness, connections,
relationships…and eventually action.”
-@markwschaefer
SAY HELLO ONLINE!
DESIGN @sarahsmason
CONTENT @markwschaefer