How do you know your online efforts are bearing fruit? In an era of Internet marketing and social-media proliferation, you should consider taking advantage of some of the applications available to measure the effects of your online activities, says Geoff Evans, founder of Social Media Coach in London, Ont.
“Choose tools that will reward quality of activity,” Evans says, “rather than simple volume.”
Some tools use digital analytics to measure the reach of your online marketing and social media activities.
Evans offers the following tips to help you choose the right method:
> Just ask
Before you start using gadgets or apps, Evans says, simply ask every new prospect how he or she heard about you.
“Asking people questions,” Evans says, “is the most overlooked stat in measuring how well you are doing with your influence and effectiveness.”
Just be sure you have a system in place to track this information.
> Use free analytics
To obtain an accurate measure of your activity, Evans suggests, first look to the free services offered by the major sites.
For example, Evans says, Facebook has good, built-in metrics for dedicated business pages. As well, LinkedIn offers many statistical breakdowns free of charge. It offers more detail if you have a paid “premium” account.
Google Analytics is a free program that can be added to any website. It will measure not only how many visitors landed on your page, but how they got there.
> Choose wisely
There are other applications out there designed to gauge how effective you are online. But, Evans warns, they may not be right for you.
For example, a popular, free application called Klout, claims to give you an online “influence score.” This score, which is presented on a percentage scale, is calculated based on your social-media activity.
Applications such Klout, Evans says, are designed for larger online players, such as major news organizations or celebrities with large online followings. For a smaller user such as a financial advisor, these scores can be misleading.
> Stick to your plan
Scores and metrics can be useful, but they are only a guide, Evans says. Don’t reinvent your social media strategy just to get a higher score.
You’ve developed a plan that is tailored to your practice, so stick to it.