How to Measure Your Social Media Campaigns

Social media marketing lets you build awareness, showcase your brand, build a following and ultimately get more sales. Most marketers post between 4-6 times a week to achieve this. And it’s not just marketers who know its benefits as 79% of consumers say that social media content influences what they buy.

So, having great social media content is one thing but tracking results and knowing what to measure is tricky. But not tracking your social media’s return on investment (ROI) leads to time and money being wasted.

Don’t worry, we have got you covered.

Let’s explore how you can get the best practices and then show you how to measure campaigns for great results.

5 Best Practices

1) Find Your Goals

Before you write anything, you need to plan where you are going. As Benjamin Franklin famously said:

“By failing to prepare, you are preparing to fail.”

Always remember to make your goals specific and realistic. They must be measurable too like sales or impressions, or you won’t know if your social media campaigns are successful.

2) Create a Content Calendar

You also need to schedule when you are posting your great content. There are plenty of social media calendars out there such as SocialPilot or ContentCal. You can even use your built-in computer calendar to block out your content.

3) Make Your Brand Human

Make sure you show the human side of your motorcycle business.

People will always connect with people over a faceless brand so make sure your followers know who you and your team are.

4) Use Influencers

Influencers make up a huge amount of social media marketing and for good reason.

They know their audiences and can foster trust to buy products and services. In fact, 68% of marketing companies use them in their campaigns.

For the best results, make sure you choose smaller influencers (with 10K-100K of followers) over the bigger influencers. Smaller influencers will have a more authentic following and can market your motorcycle services and products far better than anyone with 1 million+ followers (unless you are Valentino Rossi of course…)

5) Learn from Your Mistakes

To find out what your audience wants, you will need to experiment with your social media content. Some posts might not work, but you can measure and learn from them to create amazing future content that has a great ROI.

Measuring Your Social Media Campaigns

Before we go into how to measure your social media campaigns, we need to know the types and what your ROI looks like.

1) The 2 Types of Social Media Measurement

There are 2 types of social media measurement.

Ongoing Analytics
This is the long-term data that you can use to track the engagement and activity on your accounts over time.
Campaign Analytics
These are when you start a social media campaign with a clear beginning and end to its analytics.

2) Understanding ROI in Your Social Media

Finding ROI is about money.

How many bikes have you sold?
How have you increased sales in the last 6 months?

To understand and measure the ROI, you need to find and know your financial investment in your social media and add a figure to your campaign goals. Buffer gives us a helpful formula to work this out:

ROI = (return – investment) / investment

Your ‘investment’ is:

Your time
The costs of your social media tools
Your advertising costs

Your ‘return’ will mean different things to different companies. You will take your social media goal (e.g., new followers) and track it, and then assign a financial value to it.

Here are 4 different methods for assigning a financial value to your goal:

Lifetime value. (The average amount from a customer.)
Lifetime value X conversion rate. (The worth of a visit on your page.)
Average sale across customers.
(Pay-per-clicks if you use ads in your campaigns.)

Check out our article below too if you need support with Facebook ads for your marketing campaign:
Facebook Advertising Tips for a Successful Ad Campaign

But what if the social analytics are harder to track?

Sometimes, people will buy because of your social media efforts, and you might not realise it.

E.g., someone sees your social media campaign on your new bikes and goes directly into your (online) store instead of following the tracking link on the post. There are workarounds, but we understand that tracking some posts is more difficult, which is why our next blog is on understanding brand awareness. Keep an eye out…

Putting It All Together

Measuring your social media sounds like an enormous task. But by breaking it down, you can understand what will help your campaigns and how to measure them for the best results.

Overall, you can measure the success of your social media campaigns by setting your conversion goals, tracking the conversions, adding a financial value to each conversion, and measuring the overall benefits you get from your content.

If you need further support, check out our other blogs below or email us at hello@motorcycle.marketing to find out more about our social media marketing support.

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