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Success controlling for social media



Success controlling for social media


Everyone is talking about social media. Website operators in particular are hoping for a large number of new visitors or even buyers from corresponding activities. In very few cases, however, do they really approach the topic strategically and purposefully. With simple methods of web controlling, good social media measures can be quickly distinguished from unsuccessful efforts. The web controlling specialist Etracker shows how this works and what website operators should pay attention to. Managing director Christian Bennefeld formulates five tips for monitoring success in social media marketing.

Tip 1: First, identify your most important social media channels.

Before you start your own social media activities, first use suitable web analysis software to see from which social media networks visitors can find your website by themselves. Often individual networks dominate, on which you can focus your activities in the initial phase. A brief analysis reveals important details: Which of your pages are linked particularly frequently? From which social media sources do visitors come with a long stay or, in the best case, even a high purchase rate? This is how you identify the most relevant social media channels for your website and recognize in which social networks you currently have the greatest potential.

Tip 2: Create target group-specific social media posts.

Once you have identified the social media platforms and forums that are most important to you, you can quickly create your own profile there. Own contributions (posts) are a good and cheap opportunity to draw attention to yourself and to inform about your online offer. Place small pieces of information in your own profile as bait to draw visitors to your website via links. The actual persuasion work with further information then takes place there. Since social commerce, i.e. shopping directly on the social web, is still in its infancy, your website is also the perfect place for orders from the social web.

But what does a good social media post look like? That depends, among other things, on your target group. So get to know the interests and characteristics of your social media visitors better on individual platforms. The easiest way to do this is to consistently monitor the success of your scattered links. Check how many visitors came to your website through which post. The more pages of your presence individual visitors then look at, the better you have reached your target group with your contribution and the more relevant the content you have presented was. This will give you a good feeling for what makes a successful contribution and you can easily vary your successes and repeat them on other platforms or forums.

Tip 3: strategically allocate your social media advertising budget.

When you have better understood the interests and idiosyncrasies of your social media visitors on individual platforms, you should think about running your own ads. Social media platforms such as Facebook offer the possibility of specifically selecting the visitor groups who should see your ad. But be careful: don’t rely on the content on your website to work for your chosen audience. Even if you generate a lot of clicks and attract new visitors to your website through interesting ad motifs and good restriction of the advertising addressees, this does not automatically mean that your advertising budget is optimally invested. A look at the web statistics quickly shows which combination of ad, target group and entry page works best. You will find out which visitors stay on your website for a long time, ideally shopping there – and also where you should close obvious budget leaks in good time.

Tip 4: Create and optimize your own fan pages and content.

With your own fan page or company page, content can be published directly on the social web. Platforms like Facebook offer extensive statistics on fan page visitors, with which you can measure the success and reach of your content. In the best case scenario, you generate a lot of fans on the fan page through appealing content, of which as many as possible become customers. Two approaches have proven themselves for this: Either you place exclusive social media offers on your fan page, or you offer special services through your own social media apps. How about, for example, a birthday list for the friends of your fans, in which you can make suggestions for gifts from your shop that match the interests of your friends?

If you invest a lot of effort and money in content, campaigns and your own apps, you should definitely make sure that you can make successes or failures visible. Your own Facebook content and apps have the technical advantage that they consist of normal HTML content created by your developers or service providers. Many companies that have integrated Facebook apps often do not even know that they can analyze them with many web controlling solutions in the same way as their own website. All functions of comprehensive web controlling solutions such as usage and e-commerce analyzes, online surveys, feedback buttons or mouse tracking are available to you for this content. Use these tools to optimize apps and individual pages on Facebook just like your website.

Tip 5: Analyze social media elements on your own website.

Once you have created successful content on the social media platforms, it is worth promoting it on your website as well. Google+, Facebook and others offer their own widgets or buttons with which you can draw the attention of visitors to your social media activities. With a web analysis solution, it is easy to find out whether these elements are actually being used. A mouse tracking solution can also be used to check in detail whether social media elements are optimally placed on your own website: graphical evaluations show at a glance whether, for example, a Facebook Like button is perceived well by visitors or not . In this way you can see whether an element is attracting attention and, if necessary, optimize its placement accordingly.