Rel•e•vance: The ability to retrieve and publish material that satisfies the needs of the user.
Social Media marketing is a crowded space. The effort required now to get your business found, followed and favorited is enormous. It all hinges on how relevant your content is on the social channels you use to connect with customers and prospects.
One of the most common questions businesses and their salespeople have about Social Media content is, “How do I know if what I’m publishing is resonating with my customers?” The answer to this is actually quite simple. It’s tracking certain metrics and adopting specific changes within your organization to improve your content’s relevance.
At the end of the day, it’s all about traffic, leads and sales. If your content is not relevant to your customers and prospects, you won’t generate traffic. Without traffic, there will be no conversation and no leads. Without leads you’ll have nothing to convert into sales.
Here are 4 metrics to judge whether or not your Social Media content is relevant:
1. Increased Social Traffic
How much time do you spend tracking the results of your Social Media content? I know from my current clients that it tends to not be a priority. They get busy with daily operations; it’s normal and it’s nothing new. Many salespeople, managers and owners spend the bulk of their time formulating where their next deal is coming from. However, if you don’t know where you’ve been, how will you know where you’re going?
Increased Social traffic is directly proportionate to how useful your content is. If you’re not seeing traffic, it’s time to change your Social Media content strategy.
2. Tremendous Engagement
Engagement rate is more important than the number of likes on your Facebook page. If people aren’t connecting and engaging with your content, then it doesn’t matter whether you have 20 or 20,000 likes. No one will see your content. High engagement means that the potential reach of your brand is much greater.
Relevant content that users engage with creates an atmosphere of community. They think, “This brand gets me.” When prospects see content that’s relevant to them, they connect with you on a deeper level. That’s the goal of any marketing or advertising.
3. Higher Quality Leads
The result of expert Social Selling (leveraging Social Media to network and sell) is higher quality leads. When users have come to know you by the relevant content you write and/or publish, they recognize you and your business as helpful, trusted and easier to work with. Warmer leads close quicker, easier and there’s greater opportunity for upselling because of the trust factor. Beyond the initial sale, further sales opportunities lie in improved online reputation and better Social customer service.
4. Closed Sales
I have a client who had a prospect post on their Facebook page, “How can someone get out of lease without hurting your credit?” This client posts relevant content, has solid strategies to grow their network, they promote their specials, and get consistently high engagement. When all your hard work culminates into a warm lead, you have a much better chance of closing the sale.
The road to this sale was paved by relevant content. The customer felt comfortable enough to ask a pointed question. Helping your customers and prospects solve their problems is the key to closed sales. And what’s better than closing a sale from Facebook by simply being available with the right answers?