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How to Use Social Media Analytics to Improve Digital Marketing

Social media enables brands to reach a huge pool of consumers ripe for brand communication targeted toward relevant interests––but consumers resent interruptions. And this is particularly true when someone is attempting to sell them something! Hence, this is where social media analytics comes into play.

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Social media enables brands to reach a huge pool of consumers ripe for brand communication targeted toward relevant interests––but consumers resent interruptions. And this is particularly true when someone is attempting to sell them something! Hence, this is where social media analytics comes into play. Social media is a wonderful place for consumers and brands to connect, as long as they remember one thing: it may provide your brand’s first and last impression, so both need to be good. Many businesses embrace a brand-centric focus when starting out on their data analytics journey, and that can be risky. And it seems they are beginning to understand this: As of 2022, 92% of marketers in businesses with more than 100 employees are expected to start using social analytics to understand the environment better. 

Marketers may benefit greatly from the abundance of information that social media holds. The information gathered from social networks shows how users engage with, view, or share content. Tracking and analyzing those indicators can help to inform a successful marketing strategy. Social data can help marketers to identify high-performing content based on audience, trends on different platforms, and the performance of a brand’s social media activity. Let's see the best ways to use social media analytics that help to shape your brand’s digital marketing strategy.

Consistently Monitor Performance

Social media has become such an important part of our lives that every marketing move we make is based on the feedback we receive from Facebook, Instagram, Twitter, and other platforms.  Customers consider these reviews authentic and make choices based on them. Companies need to constantly monitor the performance of their products and work on improvements. An essential step in enhancing your marketing efforts is social media listening. As a marketer, you can try out different strategies and if something does not work, evaluate the analytics for social media to analyze what went wrong and then work on the improvement strategies.

Determine and Monitor KPIs

Determine and Monitor KPIs

Before beginning your social media data analysis, determine your social media key performance indicators (KPIs). Your overall business strategy should be in line with these KPIs. Once you’ve decided on your KPIs, the ideal tool will enable you to efficiently and effectively collect and analyze data. The best tools have a user-friendly interface that is intuitive and easy to manage. Marketers may rationalize the ROI and prove the worth of social media using media analytics.

Redesigning Content on Your Website

Redesigning Content on Your Website

So look closely at the searches of your website and look for clues in Google Analytics statistics for the most visited pages, most downloaded content, and the user flows on your website. Google Analytics has a specific dedicated section called user flows. It allows you to understand users dropping off specific pages from your website; for example, looking at the analytics, you can understand whether page one or page A has maximum visitors over a period of one month or three months or so on. And when you feel that the content on that page is resonating well and people are downloading it or using it, consuming or spending more time on the particular page, use that page as a CTA that is your call to action. So getting conversions from that page will be easier because users already visit that site more frequently. These are not just metrics anymore, so you must understand how to interpret that data to empower your social media digital marketing campaign strategy. So these are some of the powerful insights that tell you, as a digital marketer and a professional social media expert, about what your end reader is looking for when he or she is visiting your website. So ensure that at any point in time, your content should be original and updated at all times. Offering value consistently to your end users and readers enables you, as a brand, to convert visitors or prospects to loyal customers. So that's the first way in which you can use analytics or social media metrics in a powerful way as a brand today, and engage them more frequently with your business.

Planning and Focusing your PPC Campaign

Planning and focusing your PPC campaign

PPC, which is your pay-per-click, is a very powerful and important integral part of your digital marketing tool and campaign strategy today. Understand how your visitors engage online with your brand, how frequently they visit your site, and which content they are particularly browsing. So let's say, as a brand, you find out that on your website, people are visiting pages more where you are allowing them to download content, but as a brand, you are finding that people are visiting those pages more where there is video content streaming is available, that will help you understand which content appeals to your end users much better. Look at that particular content, and you redesign that in a way that it is duplicated, so something works always duplicated so that it connects well with the audiences.  Let's say understanding how you're engaging visitors,  how they are engaging with your brand online, the time when they are most frequently visiting your website, the locations from which they visit your website, and the content which they consume the most on your website, the specific hours during the day when they visit your website most frequently it helps you to plan the perfect pay-per-click campaigns. Similarly, once you understand these metrics, you can use pay-per-click campaigns to make your ads go live during these events so that you know that most of your users are active during these particular days within these particular tasks. So your PPC campaigns are pay-per-click campaigns where Google Ad Words Facebook ads can also go online during that time. It helps you reach the right set of users, but also helps in optimizing the quality of the conversions you can find on your website or app.

Delivering and scheduling a content calendar for posting across multiple social networking sites.

Delivering and scheduling a content calendar for posting across multiple social networking sites.

Google Analytics report shows that your consumers know your prospects of people who visit your website and download more PDFs than any other content on your websites. Similarly, let's say your Facebook insight report shows that your prank page allows pictures with brief descriptions or captions on similar lines your Twitter analytics showcases, then your users retweet more content.  When it has a combination of the right set of limited hashtags, maybe two hashtags with one link and a good image or the video, so you can keep repeating this kind of idea. Keep in mind that customers and prospects behave differently online across various social networking sites and interact with this content in different ways. As a result, you must keep track of and handle this appropriately. It's cool to ensure that there is uniformity in the way you present your content, but it is still distinct from its own platform from which it's being presented. So having a clear understanding of these power-pack metrics and analytics makes you one of the most influential digital marketing leaders and enables you to do justice across your campaigns across social networking sites every single time. The reason is you know where to look and what to make out of it, and you automatically see the campaign's success rate.

Consumer Behavior Analytic 

Consumer Behavior Analytic

Web and social media analytics beat Google Analytics of Twitter, Facebook, Instagram, or your blog. It's a powerful way to understand consumers' behavior patterns online. They have a specific digital touch point and way to engage with the brand regularly. If they browse certain types of research for certain types of products, or they browse certain types of pages every time they log in to your site, this kind of online data about the consumers helps us to understand the consumer's prospects much better and understand their user experience, expectations, and it helps us to customize the service. So it's important that you customize the content on your page using this data to deliver the best experiences for them.

So these are some of the quick strategies which you can keep in mind in a way in which web or social media analytics can boost your digital marketing experience, whether you are a professional digital marketer or somebody who is just integrating digital and social media marketing services for Your brand for the very first time. The idea is to make use of these data not just to sell more, but also to understand and create a better customer journey and customer experience. 


Royex Digital is a goal-oriented Digital Marketing Company in Dubai. We offer a range of digital marketing services with the adaptation of cutting-edge web, mobile and social technology. From market research to a growth track, we cost-effectively provide every digital marketing service. We adapt and practice cutting-edge marketing tactics by harnessing the power of modern marketing technologies.



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Know more
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