This post is an excerpt from our Authentic Marketing Conference in Los Angeles. The conference was a rich environment for brands and influencers to openly discuss tactics for authentically building a strong following. All of the content from the Authentic Marketing Conference is available as a Digital Marketing Bootcamp.
Here are the experts who contributed to this blog:
Here are some key takeaways from the Keeping analytics simple panel:
- Engagement is everything
- Facebook Ads have the best analytics
- Score your content
The number one analytic to pay attention to is engagement. Brands with engaging content have better word-of-mouth and customer loyalty.
With Facebook having the largest audience and so much consumer data, it is no wonder that businesses, small and large, are finding a lot of success using Facebook ads. Consider using Facebook or Instagram for your next targeted ad campaign.
Create a process and set of questions that you can use to score your content. When you create a content scoring process you will be able to see which content isn’t performing well and why. Use that data to optimize your content for engagement.
What metrics are out there to measure things that are not directly trackable with conversions?
I think that the number one analytic that everyone should pay attention to is engagement. –Josh Hoffman
I think that the number one analytic that everyone should pay attention to, whether it was four years ago, today, or four years from now is engagement. Engagement literally shows you who is paying attention to you, and therefore who cares about what you have to say. Everything else comes after that. If you are not going to grab people’s time and attention in 2016 and moving forward, then you are not going to touch their wallet. They are not going to go to an ecommerce shopping cart. They are not going to walk into a store. They are not going to refer you to their anyone and produce word-of-mouth. –Josh Hoffman, We Are Yarn
If quantitative analytics and engagement is the what, the qualitative is the why. So after we have looked at the hard numbers, the bounce rates, the engagement rates, then the next thing we want to look at is why things are not performing well.
I think looking at a set of content principles or content questions that you can ask helps you score content. Out of the ten different dimensions that your content has – the context, the tone of voice, the visuals, how it responds on any device, etc., you can start to see where things are going wrong. I think a lot of people focus on how well written content is or how pretty it looks and there are a lot of hidden layers in UX and UI that go into creating a piece of content. –Lauren Sudworth, Hootsuite
When speaking with brands and influencers, I always ask, “What are your objectives?” –Alan Reed
When speaking with brands and influencers, I always ask, “What are your objectives?” There are thousands if not millions of things that you could measure, and you get bogged down in it, it doesn’t work. –Alan Reed, TEN: The Enthusiast Network
What channels are working the best and getting the best analytics? If someone is looking to run an ad, where are people going today?
I think the newest channel always works the best. You see a depreciation in click through rates as time goes on. –Lauren Sudworth
I think the newest channel always works the best. You see a depreciation in click through rates as time goes on. When display ads first came into existence, everyone was clicking on them because they were new and exciting, and you could get a 3% click through rate, which would be insane these days. One of the latest things is content discovery like Taboola and Outbrain. –Lauren Sudworth, Hootsuite
Facebook has so much consumer data. I work with some small businesses on the consulting side and I think there is a lack of education in understanding how powerful the Facebook advertising platform is, which obviously is now accessed by Instagram. You can create such targeted campaigns and Facebook still has the biggest audience with the greatest reach among all of the ages, income rate, and multicultural groups. –Josh Hoffman, We Are Yarn
Facebook Power Editor gives you so much control and is a tool worth using. –Jesse Leimgruber, Neoreach (Moderator)
What tools do you recommend for analytics, for social listening, for running campaigns, for creating better content?
I use Mention and it searches loads of keywords on Reddit, Quora, Everything, and Google Alerts is free. –Jesse Leimgruber, Neoreach (Moderator)
We use Hootsuite. My team enjoys that it is easy and fast for brand management. –Josh Levine
We use Hootsuite. My team enjoys that it is easy and fast for brand management. We also use direct Facebook insights and other listening tools such as Socialbakers and CrowdSocial. Getting direct insights from a platform is really valuable as well. –Josh Levine, The Rebel Group
On Hootsuite, the inquiries can get you a long way. They are a really great way of doing the analysis at the beginning of the process with competitor analysis, then understanding what your customers are talking about either directly to you or about you, and then again at the end to see what went well. –Lauren Sudworth, Hootsuite
When you are evaluating tools and resources, think not just about the singular thing that it does but maybe the multiple levels of things that it does. –Jennifer Winberg
You can get on the phone with a representative of any of these tools, and let them sell you the product. There are also usually free or short-term trials. If it doesn’t work, most of these things are a monthly subscription system. Take the tutorials. It’s not like a magic wand that you wave and it does it all for you. It’s meant to assist. Also, when you are looking at tools and resources, think not just about the singular thing that it does but maybe the multiple levels of things that it does. –Jennifer Winberg, Marketing Consultant