When was the last time you thought of a content marketing campaign that did not involve social media? If you are finding it hard to recall, it is no longer possible to plan a content marketing campaign without social media; not in today’s date. When 73% of the marketers believe that social media marketing is effective for their businesses, you have no choice but to explore the possibilities social media has to offer.
Over the years, social media platforms have proven their worth as an extremely effective marketing tool, but have you thought about using this tool to test your digital marketing campaigns?
I’m guessing you were unaware of the possibility of testing digital marketing campaigns with social media. Don’t be embarrassed. If you are using social media for content marketing, you are already halfway there. All you need to do is identify the metrics that can help you test your marketing efforts. And for that, you have to read this blog. Fair deal, right? So, here we go.
1.Test your headlines:
Any piece of content that you post on social media, be it a blog, a video, an image or a podcast should carry a title, a caption or a headline. As you may have already noticed, headlines are the first thing that your audience notices about your posts. The credibility of the headlines determines the engagement related to the respective posts.
See how many clicks you are getting for a certain type of headlines. If the click-through rates (CTR) of a certain type of headlines are low, you need to try different forms of headlines for the next posts. Also, consider the number of shares, likes, and growth in the number of followers when you are testing different headlines.
2.Pretest the campaign themes:
If you are willing to launch a big marketing campaign on social media, it is better to test the crucial elements of that campaign. For a successful campaign, you must have campaign architecture and a set of key messages that can match the taste of your audience. But before you roll out your campaigns, it is recommended to conduct a few test runs to check the potential of the campaign themes.
You can use your Facebook, Twitter and LinkedIn profiles to share blogs, videos, images or discussions with the same key messages, and see how your audiences are responding to them. The level of engagement and the feedback can help you understand if the chosen campaign themes are actually resonating with your audiences or not.
3.Figure out which medium works best for you:
Many people may suggest you go all-out with your content marketing campaigns and use every medium to propagate your message. However, it is not exactly a cost-effective plan if you consider the overall return. It is better to identify where your target audiences spend most of their time. Once you can identify those mediums, you will be able to get better conversions.
Moreover, you will be able to determine the potential of your strategies more accurately with the knowledge of the responsive mediums. If your target audiences spend most of their time on Instagram, testing the potential of a strategy on LinkedIn may not offer you the right set of data. Having knowledge of your audiences’ preferences will also help you strategize effectively.
4. Find out the best day and best time to post in the week:
Every day is a new day. If your posts and marketing activities on social media did not get the right kind of response yesterday, it does not mean it will be the same today. There is a right time for everything, even for social media posts. You just need to keep an eye on the engagement level to identify the time of the week your audiences are most active.
If your target audiences are students, posting blogs regarding paper help in the afternoon won’t get much engagement as the target audiences will be attending classes during that hour. With a time-based approach, you can get a higher engagement for each of your content marketing campaigns (if you can use the timing to your advantage).
For testing which day of the week is most fruitful in terms of audience engagement, you should post equally engaging content for several weeks. Otherwise, you won’t be able to determine whether the difference in audience engagement was due to the timing or the content quality.
5.Measure the results of individual social media posts:
While testing the content marketing and digital campaigns, it is also important to know how the posts are performing on popular social media platforms. Interestingly, all these platforms have certain features that let you monitor the performance of each post from your account, be it Facebook, Twitter, Instagram or YouTube.
Analyzing your social media posts can give you significant insights about your audience. It can be quite useful if you are just starting out. In case you need detailed information about the performance of your posts, you can use Google analytics. Most of the marketers rely on this tool to measure the clicks, shares, likes, views and other metrics of a post.
To run a successful digital marketing campaign, you need a plan and a significant number of resources. However, no amount of planning and resources are going to help you get enough conversion if you fail to identify your audiences and their preferences. Social media has always been an easier option to engage with audiences. And now that you know how to test your digital marketing campaigns, you can definitely go a long way.