Measuring the Success of Your Integrated Marketing Campaign
Below are examples of analytics from a company’s Facebook page and a review of what the statistics mean and how the company could improve in the future.
Background: XYZ Company is a heating and cooling company (HVAC) in Western Massachusetts. They provide installations, maintenance and repair. In addition to this Facebook page, XYZ Company has a website, a Twitter account, Yelp page and Google+ page. This is a recently launched small business so all of these channels are being fine-tuned. Facebook is one of the primary ways they are advertising in addition to sending direct mail within a 30 mile radius of the business. They do not have an email database yet.
This data was found by using Facebook insights, a built-in analytics tool.
3/11/15 to 3/17/15
The company has 167 fans/followers, with 19 of those gained during 3/11-3/17. There was an increase from the previous week of 31.9% in total post reach to 3,689 people. 207 people were engaged, which was a 65.5% increase from the preceding week. They received 139 post likes, 16 comments, 13 shares, and 299 post clicks.
The majority of the page likes occurred through ads. The majority of the page reach was paid for through those ads. There was a peak shown on 3/12 of likes, comments and shares. The majority of views are on the company’s timeline, with January 22 being the most viewed day to date. There has only been one visitor directed from an outside source, google.com.
This past week Saturday posts had the most views (140), with Monday falling into second (138), then Sunday (136), Friday (130), Thursday (128), Wednesday (124), and Tuesday (116). The most popular viewing times from 7 p.m. to 10 p.m.
To date, the most popular post reached 3.5K people, primarily through paid advertisement, garnered 44 post clicks, and 71 likes, comments, and shares.
The fans/followers of the page consist of 58% women and 42% men. The highest percentage of women are 26-34 year olds, but they are closely followed by 46-54 year old and 55-64 year old women. The highest percentage of men are also 26-34 year olds, closely followed by 45-54 year olds. Most are English speaking, with 13 fans speaking Spanish. Through boosted posts and Facebook advertising, the company is reaching 26% women and 73% men. With the majority of those being 35-44 year olds. The fans/followers engaging are 40% women and 60% male. With the majority of those being either 35-44 years old or 45-54 years old.
Where improvements could be made on this channel?
In the future, this company should really focus on content that will keep engaging the 26-34 age range. This group already seems to be more captive, so capitalize on that. I would also post more call to actions on Facebook because the brand’s followers respond and share that content with their friends, and the brand has the potential to reach more people, increasing organic reach. Although the company is doing a tremendous of using paid advertisements and boosted ads, improving organic reach should be a goal. The company should try posting a variety of different content and track that to see which is effective in increasing organic reach.
I would look to improve how the brand is being found on Facebook by having a more integrated approach to the brand’s marketing communications. The company is doing an excellent job by using boosted and paid advertising to increase their post reach and gain new fans. The page is growing in followers, which is also good but gaining traffic from other sites should be a goal.
Additional improvements to consider would be continuing to grow fans/followers especially in the company’s service area. Another idea might be to focus more ads in the demographic area desired. The current ads are reaching primarily men, whereas the majority of page fans are women. Also, the paid services are reaching 35-44 year olds, whereas the majority of fans are 26-34 year olds. Depending on the company’s target market, this could be an area to improve. Facebook allows highly targeted advertising to help reach the company’s most needed/wanted fans. Within demographics, the company also needs to look closely at whether or not they want to target Spanish-speaking people, other languages or even look at targeting specific counties or locations.
How could other channels play a part in boosting results?
Based on the above insights, only one person had been directed to the company’s Facebook page from Google. One way to improve this would be to invest in SEO to increase google search results and to drive traffic to Facebook from other sites. The company could create a blog with links to outside sources and improve rankings. They could also create additional social media sites that linked or drove sites with mentions or links to Facebook. By linking between all of your social media pages, as well as your webpage, you will have a truly integrated marketing campaign that will be more successful.
What are some future campaigns or posts that could be effective?
By looking at the company’s posts, it is obvious that fans of the company engage well when the post is offering them a service or product, either as a giveaway or at a discounted rate. Their customers are looking for savings… so offering posts, or contests offering that would be beneficial to the pages engagement.
How can they integrate in their other available offline and online channels?
These contests could include multiple components, such as sharing the post or booking an appointment, or include advertisements in print, radio, or television… driving followers to Facebook.
An integral part of any successful integrated marketing campaign is tracking analytics and measuring results to see what content worked, and what content didn’t. Second to that, the company would want to produce effective content based on those findings. Figuring out your analytics will allow you to make real-time changes to your ongoing campaigns, and it will help guide you to make future campaigns a success.