If Your Business Has a Website, Drop Everything & Go Do This...
Using Facebook (or any social media platform for that matter) is important; hopefully we’ve convinced you of that by now. But there’s another aspect of this type of marketing that simply can’t be overlooked, and that’s using analytical tools to measure whether or not what you are doing is working. You could post ten times a day, and spend thousands of dollars on paid advertisements, but if you aren’t tracking your success, you could be wasting your time and money. Fortunately, there are a ton of free analytics tools that will give you incredibly detailed information onto how things are performing. Unfortunately, setting some of this up requires a little bit of leg work.
The most important thing that you can do as a business is make sure that information is, at the very least, being collected. Actually doing something with that information can happen later on (but not if the data isn’t there!). Luckily, platforms like Facebook and Twitter will do this automatically for you. Each time you make a post or run an ad, Facebook will track things like how many people saw it, how many people clicked on it, how many people watched for more than 10 seconds (if it’s a video), what their demographics are, etc. This kind of stuff is actually pretty easy to make sense of; just click on the "insights" tab on your business’ Facebook page and see what’s going on.
Then there are tools like Google Analytics, which measure a particular website’s performance. Google Analytics can be hooked up to your company website, Eventbrite page, or even a social media page if you felt like that platforms own analytics weren’t enough. Google Analytics allows you to track a lot more interesting information that can help you get a clear understanding of what’s going on. It can track how many people visited your site in a period of time, exactly how they found your website, what pages they visited once they got there, more specific demographics and psychographics, and much, much more. Google Analytics, unlike Facebook, does require some connecting and turning on, and this is your call-to-action.
If you haven’t already, drop everything and go do this. Until your Google Analytics is connected to your website, information is being lost in space. Once this happens, the data will be collected and stored for when they day comes that you want to take a look and see how your marketing efforts are performing. We really can’t emphasize the importance of this enough. If you had your website developed by an outside party, it’s possible that this was already set up for you, but it’s definitely worth making the call to check. If you designed your website yourself, just follow these easy steps to start collecting data.
We know we sounds like nagging parents, but seriously... you’re going to need this one day!