How are you tracking engagement with your brand?
If you’re investing time and resources into your marketing initiatives, but operating blindly when it comes to engagement levels, there’s a good chance you’re wasting a significant amount of time and money. Learning how to track engagement is the first step towards learning how to improve engagement, and luckily, today’s tools can help. Let’s explore a few of the ways that marketing automation can provide insights into the ways that people engage with your brand — and check out a few useful resources that can help you delve deeper.
Content is one of the most important ways in which you interact with prospects and customers, but it’s also one of the most time-consuming aspects of your marketing. Marketing automation allows you to host content files directly within your platform, and see at a glance how many people viewed and downloaded. Downloads will also be pulled into a prospect’s comprehensive profile, allowing you to see how the prospect progresses through the sales cycle, and helping you make sure that you’re creating the right content to help them along the journey.
Social media isn’t just about connecting with your customers; it can—and should—be a measurable effort. Social posting features in marketing automation don’t just allow you to schedule out postings in advance (although that can be a huge timesaver!); they also allow you to see how your followers interact with your posts. Check out our Beginner’s Guide to Making Social Media Measurable to learn more about social engagement metrics.
Custom redirects allow you to track…well, pretty much anything you want. By creating a shortened custom redirect, you can see how (and who) is interacting with your content regardless of where you place it. Use them to compare engagement levels for the same piece of content on several different marketing channels, or to compare the relative success of several different calls to action—the possibilities are endless. Check out our post, 5 More Uses for Custom Redirects, for ideas on how to get creative with these shortened URLs.
What other ways have you found to track engagement with your content and brand? Let us know in our comments section, and be sure to check out our free Content Creation Guide for more tips, best practices, and worksheets on optimizing content engagement!