We’ve all heard the social media “gurus” give their 2 cents on how to go viral on Instagram. To post at a certain time, use x,y, and z hashtags. There is an endless amount of noise when it comes to social media strategies, so you do you know you’re doing it right? We’re going to break down the telltale signs to know when your content is performing, and what to do when it’s not.
Along with everything else in the industry, there is a vital importance in collecting and tracking data to make sure that our efforts are bearing results. Your analytics data is your roadmap that shows if you are veering off course from your endpoint, so let’s set that endpoint!
Getting clear on your goals for your accounts
Let’s rewind to when you set this goal to take your social media more seriously. Why are you choosing to dedicate more time to your social media and its growth? Some common reasons are organic lead generation, recruiting new agents to your brokerage, or simply boosting your professional reputation and brand awareness.
Now that we’ve established your large-scale goal for your accounts, we can zero in on who we’re talking to. Understanding your target demographic helps you build a community of ideal clients who are looking for your services. Do you have a specialty service offering? Maybe you want to help families relocating their senior loved ones, or you want to focus on first-time homebuyers who don’t know where to begin.
Once you know WHY you’re wanting to grow your account and WHO you’re speaking to, you can cater your content to problems that your audience has and how you fix them.
Using analytics to evaluate the success of your campaign
First things first - it is important that you have a professional account and access to the professional dashboard for this step. If you want to learn more about why a professional account is important, check out THIS BLOG POST.
So we’ve set the intentions for these accounts, you’ve started posting and experimenting, now let’s talk about what’s working and what isn’t.
LET’S TAKE A TRIP TO THE PROFESSIONAL DASHBOARD - ACCOUNT INSIGHTS
Under your insights, you’ll see how many accounts you’ve reached, your engagement, and your total follower increase or decrease. Let’s talk about what these mean for your goals.
- Accounts Reached - How many accounts saw your content that was NOT following you in comparison to the last 7, 14, or 30 days depending on your settings. This metric helps you understand if you’re making content that is being pushed to the right audience.
- Accounts Engaged - For those of you with the goal to lead generate, this is the metric you need to be watching! How many people are interacting with your content after they see it? Further, are your followers engaging with your content? This is the most important metric to show if your content is SPEAKING to your audience, not just reaching their accounts. Remember, you’re building a community that will be the catalyst to reaching your business goals. You’re not a billboard for people to see and scroll by, you’re a resource for your client's real estate needs and they need to keep up with your content!
Want to learn more about how to kickstart your social media goals in 2023? Let’s talk! Fill out the CONTACT US form today. We’d love to support you in your marketing goals and help you build your community!