The effectiveness of SMM content marketing tools can be measured using the following criteria:
Growth in the number of subscribers . The dynamics of the community should not just be positive, it is important to achieve a stable growth in the number of subscribers. If the graph is uneven and sharp jumps can be seen on it, demonstrating a surge of interest, after which a “lull” is observed, perhaps the proposed SMM marketing strategy is not effective enough for this target audience.
"Quality" of subscribers . If the number of subscribers includes a large number of bots, if the audience does not match the request, then the tools used are not capable of leading to success. In this case, it is important not only that the group's requests match the characteristics of its audience, but also the activity of these subscribers both in the community and in relation to the brand or product you are promoting.
Number of transitions from the community to the site (if such a task is set). The ratio of the number of transitions from your community page to your company's site and the number of subscribers will show how effective the chosen SMM marketing strategy is.
"Quality" of transitions guatemala email list from the community to the site . Analyze whether the traffic received is stable, what is the bounce rate (visits in a few seconds on one page of the site). If the indicators are disappointing, then it makes sense to change SMM tools, since the expectations of your target audience are not met.
Subscriber activity in the community . Subscriber engagement can be calculated based on the following criteria: audience size, social network features, the subject of your business, the socio-demographic characteristics of the audience, etc. If the percentage of engagement in the published content is lower than expected, it is worth changing tactics.
Subscriber cores . How many subscribers show the most interest and what are their characteristics?
Response to questions . Analyze the efficiency of the SMM marketing manager and their provision of quality information when answering questions.
Follower reach and total reach : Is your community showing positive, consistent growth?
Unique community visitors . Visitors to your community may be attracted not only by its content, but also by additional quality characteristics (for example, the presence of live communication and exchange of opinions).
Sources of transitions to the community . Through what channels do visitors come to your community?
Cost per subscriber . What SMM marketing tools does your community use to attract new subscribers? What is the average cost of attracting each of them?
Ad click-through rate . Analyze the CTR of different ad groups. There is no point in limiting this indicator by forcing it into certain frames, but it will not hurt to know about it and be able to use it in practice.
Conversion in subscribers for each channel . How many people subscribed to your community by clicking on an ad? This indicator can be influenced by many factors: from audience characteristics to the specifics of a particular social network. For example, the average indicator for VKontakte is 20-25%. This means that one quarter of visitors eventually turn into real subscribers.
Number of subscribers attracted from advertising . The effectiveness of advertisements can be calculated based on the number of users who became subscribers after viewing the advertisement.
Ad reach . How many users will see your ad? And on which platforms?
These evaluation methods are the foundations of SMM marketing and give the community owner the opportunity to analyze the effectiveness of the campaign. Of course, the involvement and activity of subscribers are among the priority indicators of the strategy's success, but they should work for the main goal - solving the set business tasks (for example, increasing sales or image changes).
That is why it is so important not to mix SMM marketing and classical marketing methods. For this, you can use the following methods:
tagging traffic from social networks with UTM tags;
exclusive discount markers (coupons) for the subscriber audience;
separate landing pages;
survey of sources of awareness about your business directly at the point of sale.
Of course, it is not always possible to track the source of the purchase using these methods, but they can be used as a guide. Base your analysis on the characteristics of the audience and its behavior, dependence on content, etc. If you are told that SMM marketing cannot be presented in numbers, it is better not to hire such a promotion specialist.
In any case, achieving results is only possible in the long term, subject to constant and persistent work, but the final result, presented in the form of sales growth, can be measured.
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