Many of you may be thinking, but my followers love me, I have many likes and comments on my posts. To tell the truth, I would not exactly call them followers, since in the end what you are surely doing is an outreach or interaction strategy where the segmentation you are using is not necessarily your fans, your community, or your followers. If we are talking about a private group and every time you post the 100 or 100,000 members of your private group react to that content, that is very different.
We have to do an analysis first of:
What do you want to achieve with a digital presence?
1.- It may be that you want to generate potential customers.
2.- A message campaign to have more “warm” leads
3.- Traffic to your website to fill out a contact box.
4.- Conversions of your online store.
And well… there are more objectives that we could continue to point out. However, what I recommend the most to start with the world of measurement and intelligent decision making is to do funnel map of how we are going to measure each of the actions that we will carry out in order to later create a “Acquisition model” and know for sure which channel (Social Network or search engine) is generating the greatest benefit for your business.
But… what is a Funnel Map? Well, it is a plan outlined for your strategy where you make very simple approaches of:
1.- What service or product are you going to offer on social networks or search engines?
2.- Make a Benchmark on what your competition is doing.
3.- You select your very specific goals and objectives and if it is in stages, the better.
4.- You select in which social networks or search engines you will execute your strategy (Be careful, ask for help from a person or agency because perhaps when selecting the channel you already need more support).
5.- Genuinely ask yourself what you want to know and how you want to know it, for example, how to know how many of the people who see or are going to see my advertising are going to become purchases from my website? What is the most visited promotion? How many people register, but do not buy? Or vice versa, how do you know how many of the people who actually register generate a purchase on the website? I tell you very punctually that you do not execute ANYTHING that cannot be measurable, since to adjust, change or re-distribute a strategy you need to have the information on your side and not “feel” what could or could not be causing the success of your strategy. digital campaign.
Having said the above, I invite you to dive into a well-executed, detailed and informed planning of what you want to execute within a digital implementation, it does not matter if you are an Internet monster or if you are a first effort to enter the digital world since everyone should aim for a correct measurement structure and not be guided by “likes” or if your friend got the post and even better if your friend liked the post.
I hope it will be very helpful for you to begin to consider your goals and how you are going to measure them in the digital world.