The Most Ignored Secret to Social Media Advertising Success
You’ve Probably Ignored This Secret to Successful Social Media Advertising
Every key decision we make in life is determined by lessons we’ve learned from, past experiences, or our best educated guess. If it doesn’t make logical sense, we normally stray away from that choice. If past experience has taught us a similar lesson, we avoid making that mistake again. And if we haven’t a clue what to do next, we take the time to evaluate the decision, assess the risk, and only then, move forward.
In business, we take even more care in the decisions we make, especially when it comes to spending marketing dollars. Everyone understands that digital marketing is critical to every business, but usually aren’t thrilled with the results they’re seeing. While there could be multiple reasons why marketing campaigns aren’t working, most small businesses often overlook the pillar of successful marketing: data.
Your customers use several different channels to conduct research on companies, products, and services before making a purchase. This is especially true with Business-to-Business company models, since their customer’s purchase decisions are made by a collective of C-Suite executives.
Regardless if you sell to consumers or businesses, your customers are using social media, Google search, online reviews, and your website to determine whether or not they will do business with you. It’s crucial to maintain these channels, but it’s also equally important to capture meaningful data. This data allows you to understand what channels, ads campaigns, messages, web pages, and ad types don’t work, and work best to reach your marketing objectives.
It’s simple: when you have the right data, you’re able to make smarter marketing decisions, strategically optimize marketing campaigns, and see a return on investment faster.
The following tracking protocols need to be in place prior to campaign kickoff to ensure our campaign metrics are being measured, the performance analyzed, and ads are being optimized based on correct data. Unless you’re super tech-savvy, we recommend enlisting the help of your web developer to ensure each tracking code is installed correctly.
Your website is the hub of all your digital marketing efforts. Chances are, you’re wanting people to either call you, fill out a contact form, or purchase products directly from your eCommerce store. You must be able to track the activity on your website.
Google Analytics allows you to monitor your website traffic, gives you insights on audience behaviors, page performance, how people are getting to your website, the number of conversions or sales, and more.
Have your website developer setup Goals for you to track the desired actions on your website. This can include form fills, product sales, specific website visits, and so on.
Are you using Google AdWords to capture the traffic from people searching for your company’s product or service offerings, or using YouTube ads? Make sure that your Google Analytics and AdWords account are linked so you can trace the connection between your ads and website activity.
Google Tags allows you to remarket to users who clicked on your Google ad. A piece of code is added to your website, and you are able to make changes to your tags (or pieces of code that tracks specific actions on your site) from an easy-to-use dashboard.
You’ve probably heard of Facebook pixels before. It’s a piece of code added to your website to track the activity from Facebook advertising campaigns. You can track specific actions, such as registrations, purchases, product sales, website visits, and more.
Don’t forget to test your Facebook pixel to make sure it’s firing correctly!
Similar to the Facebook pixel, LinkedIn has a tracking code you add to your website to track actions from a LinkedIn ad. You add an Insight Tag to your website, and then Conversion Actions to the pages you are tracking conversions on. You’re able to record website conversions tied to your Sponsored Content, Sponsored InMail, or Text Ads campaigns, including content downloads, sign-ups, purchases, and more. LinkedIn allows you to track how many times members converted after clicking on – or even just viewing – your ads.
When you’re able to monitor, measure, and analyze your social media marketing campaigns, you’re able to understand your advertising ROI, and optimize your campaigns to get the results that matter most. If you’re investing the time and money into social media marketing campaigns, it’s important to invest the money into getting the right tracking setup. Otherwise, you’re risking throwing your precious advertising dollars out the window because you have no data to indicate what’s working and what’s not.