More and more financial advisors and insurance agents are getting on board with social media. But, any expert will tell you that your marketing efforts aren’t any good if you’re not tracking them. With so much going on in social media there are a lot of questions: What should I post? Where should I be posting? What time of day should I be talking? Who am I talking to? Is this even working?
A social media marketing strategy isn’t about just throwing spaghetti at the wall to see what sticks. It’s a science. And the key to any scientific undertaking is analytics: tracking the results.
Are you looking for ways to improve your social media efforts in 2014, but don’t know where to start? Luckily, the social media landscape is filled with platforms and software to help, which all provide tools and analytics for tracking the social media efforts for your business. Here are 8 tools that can help you measure and improve your social media endeavors:
- Google Analytics: We know Google Analytics isn’t anything new for advisors, or anyone running their own business. However, the necessity of this tool and all the ways you can use it to track your social progress, cannot be discounted. Primarily, you can track which social sources are driving traffic to your website, and exactly what pages users are looking at once they get there. You can even track conversions from this site. For example, if you promoted a tweet on Twitter encouraging users to download a whitepaper, you can track whether or not the campaign was a success in driving people to actually download your product.
- Facebook Analytics: Facebook just launched an all-new Page Insights section for Business Pages this past October, which provides major improvements for tracking your progress on this platform. The new analytics is broken up in to 5 different segments: Likes, Reach, Visits, Posts, and People. Our favorite features: you can see what times of the day your audience is on Facebook, how engaged users were with each post, and where exactly likes are coming from. Advisors can use these measurements to make sure their audience is actually seeing their content.
- Facebook Ads Analytics: Even if you don’t consistently run advertising campaigns on Facebook, the ad analytics can be very informative when you do. Depending on your goal for the ad (more likes, post engagements, or website visits), Facebook will track how many times the goal was met. We recommend adding the conversion pixel to your website to track downloads, newsletter requests, or product purchases.
- LinkedIn Page Analytics: Like all of these other tools, the Analytics section of LinkedIn tracks your status engagement. The most valuable tracking tool that only LinkedIn offers is the Follower Demographics. This tracks your follower’s work seniority and title, industry, job function, and size of their company. What better way to know specific demographics of your audience!
- Google Alerts: Google Alerts is an excellent resource for keeping track of when your business and your competitors are mentioned online. It’s simple to set-up any number of Google Alerts for a variety of names and keywords, and then simply let the results come to your email inbox as they are generated.
- Google Trends: Google Trends is another handy tool for any business owner and advisor who manage their own social media marketing. Google Trends allows you to hone in on your long-tag keywords, so that the language you are using in your online marketing efforts, blogs, and social media conversations is relevant to trending searches. It’s also helpful to see how a keyword or phrase is performing over time, letting you know if it is the right season to be talking about a specific topic.
- Klout: Klout is a tool that tracks your social influence and other influencers within all of your networks. All you have to do is attach this application to your social profiles and let the tracking begin. With one of its tracking tools, Klout provides a visual map of influencers based on your connections to help you determine who you should be talking to and tailoring your content toward.
- Pinterest Analytics: If you are an advisor or life insurance agent using Pinterest, the Analytics tool is great for keeping track of what pins are moving throughout the site. This is especially important for pins that are directly linked to your website featuring a specific product or blog. You need to go through the website verification process in order to have access to the Analytics section of Pinterest.
Albert Einstein defined insanity as doing the same thing over and over again and expecting different results. 2014 is the time to stop the insanity and get scientific with your social strategy, and utilizing some of these tools is the first step. If you have any questions about deciphering your social media analytics for the new year, feel free to give our Financial Social Media experts a call at 1-800-837-6330!