Understanding the Customer Buying Cycle
Before jumping into your Social Media Calendar and how to measure Social Media Marketing success, you need to have a good understanding of the Customer Buying Cycle which you can learn more about here.
So what does the Customer Buying Cycle have to do with Social Media? Put plainly, you can and should tailor your various social media content to reach prospects at each stage of the Customer Buying Cycle.
When you create content, such as a blog post, you should share that content on social media. By planning out your content to reach your prospects in each stage of the buying cycle, and then sharing that content on social media, you can ensure that a greater number of relevant prospects will see it.
Creating Your Social Media Calendar
The purpose of your Social Media Calendar is not just to plan out what you’re going to share and when. You should also plan out where your social media posts fit into the Customer Buying Cycle.
A simple Social Media Calendar might be a spreadsheet with columns indicating the following:
- Content Type
- A Description or Title for the Content
- Publication Locations (Channels)
- Publication Dates
- Stage of the Buying Cycle
|Content Type||Title||Channel||Scheduled||Buying Stage|
|Blog||10 Tips for Maximizing Your Product||8/14/2020||Awareness|
Your content should be planned out based on campaign (which can be delineated with spreadsheet tabs). For example, if you are running a campaign through the month of October to push a new project, then you should plan out your social media posts throughout that month with posts that prompt prospects to take action at each stage of the buying process.
If you are in between campaigns, you should be planning your Social Media Calendar about a week in advance, with a heavy emphasis on reaching prospects in the awareness stage so that when you launch your next focused campaign, you already have a warm(er) market ready to hear from you.
Social Media Metrics
How do you know that your social media posts are effective? There are three social media metrics that you should be watching:
- Share of Voice – The Share of Voice metric compares the total share of mentions of the brand or product within the industry.
- Sentiment Measurement – The Sentiment Measurement is a measurement, over time, of the positive and negative reviews and statements
- Amplification and Amplification Rate – This measures the shares, reposts, etc. of your posts, and provides insight on the type of content that followers find interesting enough to share
However, Social Media publishing tools (such as Facebook’s Publisher Tools) often provide similar metrics that can assist you in tracking the Share of Voice, Sentiment, and Amplification within that specific platform.
Simple Social Media Metric Tracking
If you don’t have access to specialized tools, there are five steps that you can take to measure the success of any given post or campaign:
- Views – track the number of views your post has
- Social Conversion rate – Measure the audience replies or comments per post
- Applause rate – Measure the number of likes or loves
- Engagement Rate – Engagement is the number of actions divided by the number of views
- Business Value – Business Value is calculated by determining how many purchases occurred as a result of the post, then dividing that number by the number of views