Ready to harness the power of your social media ROI? Here's how to create posts that sell.
1. Test and optimize
“Social media is a place where we’re constantly testing new types of content and new features. We’re continually learning what works and what doesn’t,” says Eileen Kwok. And she’s right.
Unlike other marketing channels, social media is constantly changing . It's essential to test and tweak your approach to get the most out of your efforts. On social media, you can vary content types, features, and strategies to see what works best with your audience.
You can conduct A/B tests on social media to test different factors and chile phone number data optimize your content based on the results . You can run experiments on your free social media accounts and in paid ad campaigns.
For example, we ran an experiment comparing the performance of Instagram carousels to Reels. After three weeks, we found that carousels got more engagement and reach.
Check out all our social media experiences here .
You can test many factors, including:
Visual resources
The publication/ advertising format
The text of the publication
The call to action
Link placement
Hashtags
The target audience
Testing and analyzing your social media results helps you identify the types of content that resonate with your followers. Using this information, you can accelerate that content or ad and increase your social media advertising ROI.
2. Draw inspiration from your competitors
One of the most tried-and-true rules in the social media world is: look at what your competitors are doing . Luckily for you, social media posts are available to everyone. You can literally see who liked what and how much on any public profile. To take this a step further, use tools like Hootsuite Analytics to track your competitors' performance across all their accounts and view industry benchmark data. It's one way to see where you stand in your niche.
3. Use UTM parameters
One of the easiest ways to track social media ROI is to use UTM ( Urchin Tracking Module ) parameters. UTM parameters are tags added to the end of your URLs to accurately track traffic to a particular URL.
So, if your LinkedIn post contains a URL that redirects users to your online store, you will know the exact number of people who accessed your store from that post and you will even know how many of them made purchases.
If that's not the perfect definition of social media ROI measurement ...
4. Don't ignore your subscribers
We know, we know. Everyone keeps saying that subscriber count isn't a true performance indicator—and that this kind of misleading indicator doesn't count .
But, in truth, subscribers matter because without subscribers, there is no engagement, and without engagement, there are no sales.
Even Tameka Bazile , social media strategy expert for TIME, says it:
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