No matter what event management website or blog you’re reading to figure out strategies you’re going to come across social media tips often.
Facebook, Twitter, Instagram, YouTube, and LinkedIn are preferred by event marketers to promote events and improve conversions. This implies that using social media for event marketing would be a piece of cake. Putting up event-related blogs, posts, and tweets sure look easy, but it doesn’t count if you don’t track the ROI of those social media marketing efforts.
Here’s How You Can Measure The ROI Of Your Social Media Marketing Efforts:
1. List Out Your Goals
You can’t get out there and start posting memes and comics randomly. If you’re using social media, list out your goals and objectives that need to fulfill. Mostly, social media is used to create brand awareness, because you’ll have the entire world as your audience. Social media platforms allow a call to action button, and you can always use it to redirect people to your Online Ticket Store. This way, redirected traffic and overall mentions of your brand can be tracked easily.
When you’re expecting people to click on your CTAs, be clear as to what should drive them to the website – sales, surveys, registration, or downloads.
Pro-Tip: Through Facebook, Instagram, and Twitter you can add CTAs effortlessly through their dedicated call to action functions. Easily create a Subscription CTA to gather more potential even attendees list data for your emailing lists.
Upon subscribing, a welcome message with your event details, venue demos, ticketing buying guides, and related blogs would be a great addition to your social media – emailer engagement cycle.
2. Use Google Analytics
If you want an organic yet efficient way to measure your social media performance, it has to be Google Analytics. You can figure out how much traffic each social media platform is redirecting to your event pages and further streamline each platform’s strategy accordingly.
- Setting Up Your Conversion Funnels
- Tracking Your Active Sources
- Establishing Your KPIs
- Setting Up Different Dashboards
3. Track Your Outreach
Social media platforms have an analytics and insights dashboard that lets you track your reach and the impressions your posts leave. Graphs and trends will show you in terms of crests and troughs about the kind of content that made it big amongst the target audience and which one took a sweep. This helps you take note of the content that works for you and the one that doesn’t.
Apart from achieving the right mix of content and communication, you need to take note of highly engaging times to post on your social media platforms.
4. Look At The Numbers
Keep a monthly or weekly tracking mechanism for your social community – your fans, followers, blog and newsletter subscribers, registering users. Once you collect this data for over a year, it’ll be easier to notice patterns as to what months are usually busy and what passes by quietly. You get more out of your social media campaigns by learning to automate your workflow and processes.
Every event is unique and brings with it its own set of requirements on social media. For starters, you can document your requirements and budgets before jumping on the marketing automation bandwagon. If you cannot be bothered with it, feel free to consult with our team of marketing experts to get a better scope of tools and platforms that will best suit your event marketing style.
5. Try Pixel Tracking
Facebook offers Pixel Tracking, a feature that lets you track exactly where your conversion traffic is coming from. This way, you’ll be able to figure out exactly the kind of ROI your Facebook is churning out. Being one of the biggest and most preferred social media platforms for event managers and hospitality venues, Pixel Tracking is a must-have.
Tracking and creating analytical reports to track SMM effectiveness might sound stupid, but it’s absolutely necessary to keep a constant watch on the results, or you’re simply wasting your time and resources and also, in some cases, money.
6. Keep Track Of Trends
With constantly evolving social media algorithms and landscapes, event marketers are finding new trends and functionalities to experiment with. With Instagram, Facebook, and Twitter moving towards the video-first approach, it’s been a boon for many event marketers to visually market their new and upcoming events. Check out these Social Media Marketing Trends that will help you stand out from the crowd.
We hope these quick tips will help you keep track of your event ROI and conversions. Find more marketing-related insights here.
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