Marketing to the vast audience available within the online world provides plenty of opportunity to gain visibility. Are you getting the optimal attention? This is an important question that you must ask yourself even if you believe that you are achieving interaction.
All social marketers have their own unique strategies (you have a few elements you’ve compiled to individualize your brand). These strategies must provide a profit for them to be viable. If they don’t, you’re just splashing water instead of swimming. This means that measuring your word of mouth marketing effectiveness is a must in order to generate an online presence that proves its worth and benefits your brand.
Word of Mouth Marketing Assessment: Questions You Should Ask
1. How effective is your strategy?
There are numerous elements to a strategy, such as content, promoting that content, and the level of interaction that you partake in. In order to calculate how effective your approach is, you need to analyze what’s taking place in your online network.
Direct traffic is your first stop. Most social and content marketing will result in navigation to your site, but this doesn’t necessarily mean that others are getting the message. Remember that sharing your brand is up to your audience members. What mediums are you using that allow content to be shared when the audience navigates to your site? Many Facebook apps allow status updates (your friend recently read an article). Be sure that you incorporate apps to allow for indirect third-party sharing in order to get the most benefit from direct traffic.
2. What do your analytic tools tell you?
There is an efficient way, and less efficient ways, to accomplish tasks just like with any other technique. How do you analyze your technique though? This should be done by weighing how much effort (time and money) you invest, and reward you receive.
In this case, analytic tools become a great asset. When you posted your content, was there a rise in visibility? Did the audience interact with you? Most importantly, did they share your material? Does your content reach beyond just your audience and out into a wider network?
At the end of the day, if you are spending time promoting and producing content that is not reaching the audience, you’re not actually producing ideal results. In fact, you may be costing yourself valuable time. The best thing you can do is to learn from what doesn’t work and use that information to tune into what does work.
3. Does your effort actually create a profit?
This is the basic principle of effort vs. reward. Remember that time is money, as well. Are you spending it appropriately? Activity does not equal productivity, which is where many online marketing strategies tend to go wrong. Just because you’re promoting an online presence does not mean that it is reaching the audience effectively or that they are sharing the material.
Start by calculating what effort you are putting into your strategy. Are you promoting effectively? Are you interacting with social? Blogs, social media, and video all cost time. Keep track of how much time you’re investing into these applications.
Compare the previous few days, and the following few days (remember that content marketing is long-term), once you post them to get the best data. Is there a quick spike in sharing? How much time does it take to reach the audience? If you’re linking a blog or video to social, it won’t remain active on feeds very long, so if you’re not getting links or shares in this manner, it could be the result of not just your content but your approach, as well. Remember that promoting your content through links is part of your strategy. The link can’t necessarily speak for itself, so you need to construct attractive material (a quote or reference) that draws the audience.
One of the first things to focus on when trying to stimulate sharing is that you have to be the first one to share.
What you share and how you share it will affect how eagerly your audience shares it with their own network. Using your online tools effectively is essential for success. Social networks aren’t all the same, each requiring that you adapt your content differently. While the audience might find the content relevant, it doesn’t mean that your approach is working.
The benefits that you get from your word of mouth marketing are direct results of your content marketing strategy. This fact stresses the importance of creating content that is shareable and attractive to the audience. And in this case, measuring your word of mouth marketing is a must.