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Mobile page speed is important, but not (yet) for SEO

13 Mar

There are plenty of good reasons to make your mobile site fast, and Google just reminded us of them with their new industry benchmarks for mobile page speed. Among them:

  • Improving conversion rate and increasing profit, as 40 percent of consumers will leave a page that takes longer than three seconds to load.
  • Customer retention, as 79 percent of shoppers who are dissatisfied with site performance say they’re less likely to purchase from the same site again.

But is SEO one of those reasons? Will businesses that optimize their Google page speed score to 100/100 on mobile be able to rank higher than businesses that don’t?

The answer to the first question is “yes,” in the sense that Google has said that speed is a ranking factor (and has been since 2010), and that this year they will use the speed of your mobile pages instead of desktop when determining your mobile rankings.

But it’s not clear that this is true in practice today, or that businesses that optimize their Google page speed score on mobile will rank higher than businesses that don’t.

If this were the case, the sites with the most organic search traffic would also be the fastest, but this clearly isn’t the case.

I ran the top 1,000 sites from SEMrush’s list of sites with the most organic traffic through Google’s Page speed and Mobile-friendly tool, and 800 of them went through successfully.

The good news is that 93 percent of these top sites were at least mobile-friendly. This is up from 40 percent of the top sites prior to Google’s mobile-friendly update in 2015.

But these sites are not as fast as they are mobile-friendly.

Just 2 percent of these top sites scored between 90 and 100 on Google’s mobile page speed test, and the average page speed score was 55/100.

Desktop sites were faster, but not by much. Just 4 percent of these top sites scored above 90, with the average score being 67.

The average site in Google’s study took between seven and 11 seconds to load. When you consider that a site that loads in nine seconds on mobile gets a page speed score of about 60, it seems that top-ranked sites are very similar to other sites that don’t rank well when it comes to mobile page speed.

What this means is that at the moment, page speed on mobile is much less important than a number of other signals that determine ranking. You may want to make your pages faster in order to improve conversion rates and customer retention, but it likely won’t help your SEO.

Does this mean you shouldn’t care about mobile page speed?

Before you go running into your boss’s office shouting, “STOP THE MOBILE PAGE SPEED PROJECT!!” there is one other thing that I will leave you with.

With the mobile-first index, Google will start using your mobile page speed for ranking, if they’re not doing so already. Speed is so important to them that they’ve taken it into their own hands with the AMP project, giving sites a way to display their content quickly on mobile. Most of the search traffic on Google is mobile, and as we’ve seen with Mobilegeddon, they are not above incentivizing webmasters with ranking increases if they want to change the face of the web.

With that in mind, I’d recommend the following to SEOs thinking about the impact of mobile page speed on ranking:

Increasing page speed for mobile searchers visiting your site shouldn’t be a top priority for SEO at the moment. There’s plenty of evidence that increasing page speed is good for your bottom line, which can increase the quality of SEO traffic you receive, but there’s no evidence that mobile page speed is a significant ranking factor at this time. Make your site as fast as you can, but don’t deprioritize other proven SEO tactics to get a perfect score on the mobile page speed test.

Mobile page speed, like mobile-friendly sites in 2014, could become a more significant ranking factor in the future, especially given the impending rollout of the mobile-first index. If it does, it’s likely that Google will make an announcement, as they did with the mobile-friendly update, at which point you should put resources towards making your native site faster.

In the meantime, prepare for it by making your native site as fast as you can without diverting resources from other projects, investing in AMP where it makes sense and helping whoever in your organization is responsible for conversion optimization to secure the budget by sharing Google’s research on page speed impact on conversions and customer retention with them.

4 Social Media Marketing Trends in 2016 (Predictions)

7 Dec

In the early days of social media marketing, companies did not consider it as a viable strategy to promote awareness or market their products. Now, most of us have become a witness to the fact that social media marketing is indeed a rock-solid platform that offers plenty of opportunities to make our products reach a wider market.

Social Media Marketing Trends in 2016

But the world of social media is changing quickly. Thanks to the dozens of new platforms appearing every year. Existing companies, big or small, are scrambling to stay ahead of their competitors by offering their audiences new features.

So, as a social media marketer, what trends can you expect in 2016?

1. Buy Buttons

Facebook has introduced the “buy” feature for their advertisers and users. It is followed by Pinterest. These two platforms are aggressive in promoting this feature to advertisers. Users of these two social networking sites can now purchase a product directly from these platforms through a sponsored content.

Facebook-owned Instagram is following behind. And more and more platforms are going to follow. That said, when 2016 ends, major social media brands will also be offering a “buy” feature.

2. Live broadcasting

Recently, Facebook has rolled out its live broadcasting feature to non-verified accounts to compete with Periscope, a Twitter-owned company that offers a live video broadcast. Instagram and Snapchat are also offering an on-the-go video update as opposed to the late-game update.

If this trend will continue, scheduling your updates in advance will no longer be advisable. That is if you want to go with the trend.

3. In-App functionality

When it comes to providing users with new functionalities, Facebook is considered the king in this area. Currently, the company is developing a human hybrid assistant and other social media companies are also developing such functionality.

An in-app functionality will prevent users from ever leaving Facebook, Instagram and other social networking apps they are using.

This trend is said to continue in 2016. It will give marketers better opportunities to engage with their audiences using one platform.

4. Publication option

Publishers can publish their full-length articles on a social media site. This is how Instant Articles of Facebook works. With this option, publishers no longer have to provide an external link to their sites.

Social media marketing experts are guessing that, as this trend continues, other social media platforms will offer a more sophisticated form of publishing to some businesses and organizations.

The Project Lighting of Twitter offers a dynamic way of presenting a material to the public. But it still works like the Instant Articles of Facebook. Pretty sure, others will follow.

Will there be fewer smaller platforms to emerge?

There is a dozen of social media platforms that emerged but most of them died a quick death. That said, experts are seeing fewer smaller social media platforms to compete against the big three – Facebook, Twitter and LinkedIn.

These trends are just predictions. But some of them will permeate across multiple platforms. Many audiences will use them. Some companies may not adapt to the changes but others will.

Deleting Pins for SEO- Good or Bad?

31 Aug

There is no point mourning the loss of the old chronological listing of pins on our Pinterest feeds. Those days are gone and we’ll be dealing with algorithm changes from here on out. That said, any time the topic of Pinterest SEO (or DEO – Discovery Engine Optimization) pops up, so will the tactics and iffy strategies that miss the larger points of best practice.

Some people advocate deleting pins without a fair number of repins. It is assumed that having a high engagement/virility rate helps your pins rank in Pinterest search. That has been found, at least anecdotally, to be true. So in theory, deleting pins without engagement will help.

There, I said it. It hurt.

However, there are other things you can – and should – be doing that will likely provide better results AND get you on your way to a much better Pinterest presence from here on out. As an added bonus, you won’t need to constantly monitor and delete pins. Just get back to enjoying pinning!

Deleting Underperforming Pins – Good Pinterest SEO Strategy or Waste of Time?

Even if you had a solid strategy when you first started on Pinterest, you might find that after a few years of fun Pinterest rabbit holes, your account has become something of a hodgepodge of disparate topics and abandoned boards.

If you have no clear view of your customers (get a sample buyer persona here which you can edit for your own needs), stop pinning now. Take a few minutes to get this in mind. Write it out on paper and then take another look at your account. Do they match up? Are you the solution to their needs, goals, challenges, and questions? If not, it’s time for a reboot.

If one-third of your boards are for your business and then you have personal boards for recipes, funny memes, clothes, etc., consider creating a personal account. Then you can duplicate those boards on your new account, repin all your board pins to the personal account and delete the misfit boards on your business account. If you would rather not have two accounts, you can create secret boards on your business account and move your non-business-related pins there.

Take a fresh look at your profile description. Are the keywords still relevant? Do the same with all your board descriptions. You might be surprised to find that some of your boards don’t even have a description. Fix that now! Are your board titles clear and keyword optimized? This is not the place for cute and clever. Be sure each board assigned the most applicable category. Never opt for “other” if you can help it!

Could you make some of your boards more specific? For instance, if you started with a board for social media, but now you have 500 pins about many social networks, could you split them up by network? It’s so easy to move pins in bulk right from Pinterest now, there’s really no reason not to!

Now you have a much more focused account, which is going to make for happier followers and some added Pinterest SEO love.

Get Rich Pins

If you don’t have them already, enable rich pins on your site. Rich pins display extra information on your site that you can’t get from a description alone – and they can’t be changed by anyone repinning or pinning from your site. They also stand out in the feed, increasing the chance that someone will click, like, or repin.

Pin Better Pins

From here on out, resolve to do a better job with pinning. For your own content, make sure your images have keyword-rich image names and a good description built into the alternative (alt) text. With anything you pin from your site, write a thoughtful description which should include a personal thought, “I can’t wait to make this for my kids! 3 recipes for a healthy school lunch.” as well as a subtle call to action, such as the URL to the article.

Be more particular about the images you pin. Are they attractive? Are they vertical? If you love it but it’s not ideal, you can make your own with Canva or your favorite image editor. When pinning from websites or repinning, you don’t have to settle for the description that pops up. Make it better!

Oh, and always, always check before you repin – make sure the pin does not lead to a spammy site. There’s no quicker way to lose your fellow pinners’ trust. On the other hand, if you consistently pin well, you might find other pinners trust you and will repin your pins more often. I have a few pinners who I completely trust – I know I never have to check their sources. It saves me time and increases their exposure.

Delete Underperforming Boards You Don’t Use

Did pinning about MySpace seem like a good idea at one time? If you’ve lost interest and so has everyone else, you might as well delete it.

The same thing goes for group or collaborative boards. If you accepted too many invitations and now you just can’t keep up, leave the ones that aren’t paying off.

Now you can concentrate on your remaining high-quality boards. Pin the best pins possible and you’ll never need to consider spending your time on tactics like deleting pins.

5 Tactics for Brands Playing Catch-up on Social-Media Marketing

22 Jun

The best marketers have an uncanny ability to reject conventional wisdom and still succeed. Their approach is often just crazy enough that it works, winning fans, friends and, most importantly, customers.

For brands that are new to social media, or have been hesitant to invest in it due to how crowded and competitive it has become, here are five unorthodox marketing strategies that will deliver the brand awareness and sales your business needs.

1. For organically shareworthy content, invest in SlideShare.

While everyone else is caught up on Facebook, Twitter and Pinterest, you can spend time in the relatively unchartered waters of SlideShare. On SlideShare, small businesses — not just platform power users — can receive the visibility they deserve if their presentation is featured on the website’s homepage or embedded onto other websites.

With almost no money spent on advertising and little promotional effort on our part, a number of presentations we uploaded to SlideShare went viral. Of the 10 SlideShares we published, eight received more than 10,000 views and three had more than 30,000.

Create a standalone presentation that tells a compelling story even in the absence of talking points and notes for each slide. Add it to SlideShare and watch as it racks up views, downloads and embeds.

2.No audience, no worries. Leverage others’ followings.

Most social media strategies require a heavy upfront investment in building your fanbase and followers list. Of course, when you do earn a large enough audience, you will need to spend energy and time maintaining consumer mindshare while constantly competing with other brands for customer attention. But that is a long game only few businesses can afford to play.

Take advantage of the unique audience relationships and the widespread distribution that social media influencers have. They’ve already done the heavy lifting, so why would you?

3. Circumvent Twitter’s 140-character limit.

A tweet can only fit 140-characters but a picture can literally fit 1,000 words. Take a screenshot of a quote or text you want to reference and you won’t need to cut it up into multiple tweets. The image itself will be a welcome change of pace to your followers who might otherwise have overlooked the five different tweets you posted because you decided to copy-and-paste all of the sections that mattered.

Video works just as well, too. Use different types of media to get around Twitter’s 140-character limit, thus allowing you to share more in-depth messages within every tweet.

4. Use an old media strategy: product placement.

One of the oldest tricks in the advertising book — product placements — has come to social media. Brands that have decided to tap influencers look for more than pithy endorsements. Subtle product placements end up becoming extremely successful brand integrations.

Fortunately, marketplaces such as Grapevine (for YouTube),HelloSociety (for Pinterest), Niche (for Vine), and theAmplify (for Instagram and Snapchat) make it easy to find and work with the right social media personalities to reach millennials who will rave about your products.

5. Say something quirky or outrageous.

If you have an intimate understanding of who your audience is, you are well positioned to do and say things that are a little bold without offending anyone. Avoid insulting your fans and followers, but do play to their emotions with wit.

In the past, we have seen Charmin cleverly use potty jokes to get everyone excited about toilet paper. Dollar Shave Club provided plenty of shock value with the unabashed sales pitch, “Our Blades Are F***ing Great.” EAT24, now owned by Yelp, advertised on adult sites and lived to tell the world about it. These calculated risks resulted in praise and quality customer engagement. You can play it safe on social media by being a little quirky first before doing anything outrageous. Either way, folks will love it.

Small Business Marketing: Social Media Basics

18 May

There is no doubt that Social Media is an important marketing tool for any small and medium sized business.  It can be a key component in branding and even deliver leads and customer conversions.  Social Media is still growing and it’s just starting to hit its potential for providing real value to SMBs.  As this aspect of marketing continues to change and adapt, below is a list of social media basics that small to medium size business owners can use for the foreseeable future.

Optimize your Social Media Accounts:

First, keep in mind that nothing should be set on default.  It’s best to treat your social media page like you would your business website by clearly identifying your brand and what you offer.  Anybody who sees your social media profile page should easily be able to identify who you are and what you do.  Further, when filling out a social media profile, you want to fill out ALL the information.

  • Heading. Use an image that fits the dimensions. (see dimension sizes for social media networks at the bottom of this post) Use an image that appropriately represents the business. Tip:  A header image can also be an excellent place to present an offer.
  • Profile Image. Use an image that fits the dimensions. (see dimension sizes for social media networks at bottom of this post) Using an brand or logo image is a common and good practice here.
  • Description. Briefly but clearly, describe your business. Include services too as these can be seen and found as keywords.
  • Links. Obviously… have a link to your business website.

Post REAL Content:

The most optimal way to post your content is to keep it as a social intention.  Even for a business profile, you want to come off as a human. If you’re too promotional, you will lose engagement.  Yet, if your posts are interesting and/or provide VALUE, then you are more likely to engage your audience and build a following.  There is a time to post offers and deals, however if that’s ALL you do then, your audience will lose interest.

  • Creative. Spend time looking for interesting content that fits your audience. Again, try to provide value and don’t always try to just sell your stuff.
  • Frequency. Being consistent is probably the most important component of using a social media account.  This takes discipline, so use social media accounts that suit you or interest you.
  • Repeat? Repeating content to your audience is OK but you don’t repeat often.  If your audience recognizes that you are duplicating your posts, it can be a turn off.
  • Tools. If you are managing several social media accounts, you might consider a social media management tool.
  • Promote. Promoting can still work, but you really want to provide free value as much as possible.  Of course, a company’s goal is to sell.  Yet if your content is TOO salesy, you will turn people off.

Be Social:

Being active if with your business social media account is important with building an audience.  Other than posting, you should be actively reaching out others you may be interested in your business.  Friend, Follow, Connect, Pin, etc. is a great way to build relationships.

  • Respond. If somebody takes the time to comment to your post. Always reply. Try to build a conversation off your post.  Others might join in!
  • Share. Share other people’s content that is relevant to your audience.  Perhaps, they will return the favor.
  • Build Relationships. Social media is a great way to build relationships with others.  Don’t be afraid to reach out to those you don’t know but have a similar interest.  Joining or creating Facebook & LinkedIn Groups or Twitter Lists, is a great way to do this.

Buy Advertising:

If you strictly want to promote your content, then buying adverting is the best way to do this.  Social media platforms are great for paid advertising because they have excellent targeting abilities.  Paid ads on social media are becoming the norm.  With recent changes, you have to buy advertising to get a significant amount of non friends/followers to see your content.  Putting money behind your posts allows a larger reach to your extended audience.  This already holds true with Facebook, and other Social Media platforms are soon to follow.

Extra:

Multiple Platforms:   Don’t get stuck on just Facebook.  Some social media platforms work better for certain industries.  It might take some experimenting to find the best one for your business.
SEO:  There is a real and growing relationship with Social Media and SEO.   Social integration is an important SEO strategy.
Website Links:  Do you have social integration on your business website?   Are your social media icons in an obvious location?
Image:  When it comes to creating posts, engagement is your goal.  Spicing up your content with an image is a must.  But be creative.
Video:  Same as Image.

 

3 Tips to Maximize the Synergy of Social Media and Content Marketing

4 May

Are social media marketing and content marketingtwo disparate entities, or could they perhaps be a marriage made in heaven?

Unfortunately, many brands approach both as if one has nothing to do with the other. The simple fact is that social media marketing cannot function without content. If you have no content, you have nothing to share, tweet or post. Without valuable content, you cannot drive engagement on social media. Therefore, it only stands to reason that content serve as the heart of any successful social media marketing campaign.

With that said, unlike traditional content marketing, content within the sphere of social media marketing must serve specific purposes. To be effective, content for social media marketing must be designed to fit the parameters of specific platforms and, furthermore, must be developed to either generate discussion or provide an open dialogue for current customers. The tips below will guide you through the process of bringing social media and content marketing together.

1. A/B test content for effectiveness with your audience.

Simply publishing content on social media and hoping it sticks is not an effective plan. Testing a variety of content and messages across different networks can help you to determine which type of content resonates best with your audience.

If you only publish one piece of content and you do not receive the response you expected, you may never know exactly what was wrong with it. A/B testing can give you the insight you need to determine how to best connect with specific audiences.

2. Optimize content for specific social media networks.

Your audience can choose from a range of different social media networks. Whether it’s Twitter, Facebook, Instagram or Pinterest, each social media network has its unique audience and features. Ignoring these unique qualities is tantamount to disaster in terms of social media marketing.

By contrast, taking the time to ensure that the content you publish on each platform is optimized for that specific channel will give you a far greater chance to connect with the audiences most likely to frequent that platform.

For instance, while Twitter has a strict 140-character limit and demands concise but powerful content, content on Facebook is far more flexible, but typically requires the inclusion of a photo or video in order to gain traction.

3. Tap your audience for ideas.

Take the time to ask your followers and fans for suggestions regarding the types of content that interests them. There are also tools you can leverage to determine the types of content most likely to gain traction in your social media marketing, such asNexalogy, which can generate a map of the types of topics that your followers and fans are discussing.

Social media provides a venue for giving your content its own voice. With careful planning, you can bring content marketing and social media together to create a highly successful social media marketing campaign.

5 Ways to Use Data to Inform Your Social Media Marketing Strategy

27 Apr

Being data focused can help support your intuition as a marketer and ensure your efforts are reaping results for your business. The same logic applies to your social media presence as data can highlight what’s working and what isn’t on each channel you’re active on.

These tips will by no means be an exhaustive list; rather, they will point you towards a host of free tools and techniques that will allow you to begin experimenting with data in your social media marketing efforts.

Combine Link-Tagging With Advanced Segments to Analyze Social Behavior

Anyone who has experience with social media marketing understands that the idea of “social media” as an inclusive whole doesn’t really exist. The sheer amount and differences between various social networks make it nearly impossible to treat social media as one distinct entity.

After all, you might be looking at the same person’s accounts across “social media,” but the behavior associated with their Facebook will vary wildly from their behavior on LinkedIn. This is why choosing the right social network is so crucial.

As if social media wasn’t complicated enough on its own, once marketing enters the equation it forces you to analyze and predict how a user of a certain social platform will behave once they make it on to your site or interact with your product.

Truthfully, predicting how a user from any given platform will interact with your content is almost impossible until you have lots of data to work with.

Luckily, there is a relatively simple and free technique that will allow you to pinpoint which network your traffic is coming from and begin to measure and analyze how that unique traffic behaves.

This tactic actually utilizes two separate tools, the first of which is Google URL Builder. As outlined in this fantastic video by KISSmetrics, Google URL Builder is a great free tool that allows you to assign various identifying information to any link to your website for viewing in Google Analytics.

What link-tagging will allow you to do is to append different identifying information to the same link depending on where it’s place (to clarify, this is done manually). You can see how this begins to solve the problem of getting a sense of how different users on different platforms behave.

You can take the same exact link, add unique UTM parameters to it and see how different people react based on whether they came from Facebook, Twitter, AdWords, etc. Even better is that Google Analytics will automatically add this data to your reporting to see which source converts the most, which provides the most engaged visitors and more.

To take this even one step further you can utilize Google Analytic’s Advanced Segments tool to cross-reference and analyze these tagged links even further.

Google’s segmenting options are truly staggering, but just some of the things they can allow you to do is to funnel all the UTM’d links from one campaign into a single segment and then allow you to determine the behavior based on such categories as first-time vs. returning users, age-range and demographic make-up, what types of technology they were using and a lot more based on the sharing of links around a single or multiple campaigns.

Suddenly, just using two free tools, the very complicated mess of data coming from your social networks can start to come into focus and you can begin to tease out actionable insights from this information as long as you’ve got a few specific goals in mind that you’re trying to analyze against.

Use Google’s Content Experiments to Run Consistent A/B Tests

One of the most valuable tools in a social media marketer’s arsenal are A/B tests. These kinds of tests allow you to isolate specific variables and to quickly and reliably pinpoint what works.

In my previous post I gave multiple examples of large companies that utilize split-testing to great effect. However, in all likelihood, major brands like BuzzFeed and Refinery29 are running fairly sophisticated and frequent tests on their properties, which isn’t the approach every business needs to take on their own website.

Worry not though, Google Analytics comes to the rescue yet again and provides all users of their free tool the ability to quickly and (relatively) easily set up A/B tests of their own.

All you need to do to carry out your own A/B tests is to set up one or two variations of your page (for the sake of controlled experiments, keep these changes minimal) and to set up a goal for these pages (say a click on a sign-up button, the download of a resource or a conversion) and Google Analytics will take care of the rest.

They will automatically redirect a predetermined percentage of your audience to all the variations you set up and will gather and analyze the results.

This feature can greatly impact your social media marketing because it allows you a quick, versatile and easily repeatable way of testing landing-pages and other additional touch-points impact on the experience visitors from social media are having on your website.

Perhaps the biggest hurdle that social marketers face is how to seamlessly direct users off of social platforms and on to their site with as little friction as possible. The ability to test and optimize these touch-points to minimize friction can be a major boon for maximizing your social strategy’s effectiveness.

Leverage Facebook Insights to Discover Optimal Posting Volume

One of the most robust analytics tools available to marketers besides Google Analytics is Facebook’s Insights tool.

Although it is relatively new compared to Google Analytics, Facebook’s developers have been expanding functionality like crazy and in the process have been giving its savvier users access to reams of valuable data.

Not only does Facebook’s ad product allow for a great degree of information about your promoted posts, it can actually tell you a lot about every single piece of content you share. Even more useful is the in-built ability to take this accumulated data and export it to a spreadsheet that can be analyzed in Excel.

Having access to this data and analyzing it can yield some pretty crucial insights. One key question that nearly every social marketer has is “how many times per day should I be posting?”

This topic has been written, and analyzed to death. However, all of these figures can only be averages at best, and social media best practices will likely vary for your business based off your audience and industry.

Facebook’s Insights tool can give you a much more precise picture of your ideal posting volume using a few easy steps. The first of these steps is to go to your “Overview” tab within Facebook insights and you should see an “export” option. Choose post data as your data type and decide upon a date range of your choosing.

From here, you can download your data in a spreadsheet-ready format and then open it in a program like Excel to analyze your data. To determine your ideal posting volume group the posts by day and compare the data averages in the “Lifetime Post Impressions” and the “Lifetime Engaged Users” columns.

When you are looking at this daily information you will notice that your user engagement will increase on days you posted more, but will do so only up until a certain point. The days that you posted more than your audience was willing to interact with will actually show a downswing in engagement.

The ideal posting volume for your page will be the number of posts at which user engagement just began to dip.

Use Facebook’s Conversion Pixel for Cross-Device Tracking

No picture of social media marketing is complete without taking mobile into account.Over 60% of all social media activity occurs on a mobile device.

The problem is that casual mobile use is much less likely to directly lead to the conversions that are at the center of marketer’s focus. However, even though mobile social ads drive different results from users than desktop Facebook ads, they may nudge the user to buy in the long-run.

Such multi-click attribution modeling has been a thorn in social media marketer’s sides for quite a while, and has made the task of monetizing mobile very tricky. With that being said (and with millions of potential ad dollars at stake), Facebook has recently devised a way to track purchases across devices.

In order for Facebook’s cross-device tracking to work you must install a Facebookconversion pixel on to any pages whose conversions you are aiming to track.

Once you have installed the pixel, then any ad that you run that points to a tagged page will have report generated that not only tracks the regular likes, reach and engagement; the report will also generate in-depth information about the journey a converted customer took from the time they clicked your ad all the way up until they made a purchase.

Facebook’s statistics already show that nearly one third of users who show interest in a mobile ad will later convert on desktop. Figures like this can help give you a much more accurate picture of how successful your social advertising actually is at driving results.

Without this kind of attribution, all of these assisted conversions might have been getting credited to another channel a user last clicked on before taking an action, and you would be getting a flawed impression that your social media marketing wasn’t working or was having a different level of impact.

Such an error can rob you of just as much revenue as spending money on ads that aren’t working, so I cannot stress the importance of taking the time to do this.

Combine Conversion Data With Social Segments to Determine ROI

One common critique of social media marketing is that it is far-removed from the bottom line, but in reality it is just hard to measure. However, just because social ROI is difficult to quantify doesn’t mean there is no value to social media marketing (in fact the opposite is often the case) but what it does mean is that you have to get inventive with how you weigh this important metric.

While there are a few paid tools that can help you measure your social ROI, combining a few of the free tactics we have outlined above can help you arrive at a rough idea (by no means exact) of your social ROI without investing in any costly tool.

The first necessary step in this process is to find out the approximate value of a visit from social, which you can do using link-tagging and segments.

For example if 1% of all FB visitors converts on a set goal of a campaign, and the average revenue of that goal is $50.00 then the average FB visitor value is $0.50.

Once you have that number you can look at your FB ad insights and see how much it cost to get a single click and determine if that click cost more or less than $0.50. If it cost less, keep on spending until either the average value of the visitor goes down or the average acquisition cost goes up.

There are certainly ways to get more granular with this number (for example, working cross-device tracking into your measurements), but just having a rough idea will put you leaps and bounds ahead of the competition and will also help steer you clear of any significant wastes of time, money and energy.

The techniques listed here are by no means an exhaustive list, but they should help demonstrate the types of tools at your disposal and the various capabilities they give for data-driven social media marketers who are willing to leverage them.

As you continue your path towards becoming a data-driven marketer, stay focused on constantly working with tools like these to develop new insights and to test your assumptions. If you are diligent with your implementation, you will quickly realize the benefits of incorporating data into your social media marketing.