There are so many ways to track metrics. But it’s not doing your business any good just to have them. Analytics and data are meant to be used as tools to identify who is engaging with your brand, and how they are engaging. Interpreting the data allows you to strategize and respond to your target audience more effectively. Here are a few tips to create space in your schedule to interpret your information.
Set aside time each quarter to review your data and discuss what’s working or not working. Any campaign needs about 90 days to pull good data, so quarterly meetings are a great time to review your data and look for patterns. Did you have certain social media posts where your audience engagement was up or emails that people opened more often? Maybe there were some that were met with crickets. Also, make sure you’re comparing the analytics with data across your other platforms. Did your sales go up or down, did you generate more or less leads. Maybe you identified more qualified leads that are more likely to generate revenue.
Make sure ALL lines of communication are clear, and open. It’s an understatement to say that there are a myriad of ways to communicate with your customers today. From different social channels and video platforms, multiple online storefronts, private messaging and live chat — not to mention the old school methods of snail mail and telephone. You want to make sure you’re not missing anything. Be clear with your customers about which methods of communication are best to reach you. You can include a statement in your email signature, find a spot on your website or include it in your about section on any of your social media platforms. Also, make sure all your corporate emails are being monitored or forwarding to a monitored email address. If you’re hosting emails on your server that you’re no longer using remove them. Also, if you have a live chat make sure someone qualified is able to respond in a timely manner. Adopting these best practices will help to ensure your customers can get in touch with you when they need to and help to avoid any unforeseen pitfalls in your customer experience.
Having a successful brand is all about building relationships with your customers. Do you need help aligning your messaging? Schedule a complimentary consultation call to speak with one of our strategists.