Why Every Marketing Team Needs AI in Their Tech Stack

Why Every Marketing Team Needs AI in Their Tech Stack

Imagine Don Draper’s brain power multiplied by two million – that’s what artificial intelligence (AI) can do for your marketing efforts. AI may seem like it’s the realm of data scientists who view the world in binary terms, but it’s actually a hugely important element of a modern marketing tech stack. When used effectively, it can be a competitive differentiator and help any company dramatically improve at finding and closing leads. 

AI helps sales and marketing teams align creativity, best practices, and data science, and it can be the force that focuses go-to-market efforts. Marketing teams can use AI to rapidly analyze and make sense of massive amounts of data which helps them invest their resources efficiently and boost lead generation performance and ROI.

AI as a marketing weapon

Skeptics are being won over when they discover that sales and marketing teams are prioritizing AI more than any other teams within companies. According to Adobe, companies who demonstrate high revenue growth are twice as likely as their competitors to use AI in their marketing efforts. What high performance teams understand is that data is only useful if you can understand it in context, and execute on it. AI enables you to do that.

While planning, team alignment, and agreement on KPIs are all critical factors to sales and marketing efforts, AI helps identify what’s working and helps eliminate wasted effort. Some have criticized AI as an effort to remove the human element from marketing, but quite the opposite is true. AI gives marketing teams insights to help them go to market with campaigns that are highly targeted to the interests of prospects. In fact, many CMOs indicate that delivering personalized experiences is driving their investment in AI. 

Optimizing the marketing tech stack with AI

Companies, no matter how big or small, are sitting on a ton of data about customers, campaigns, and their own operations. CRM, marketing automation, chats, email tools, and other solutions improve execution, but without coordination among them, it’s harder to make connections among these disparate data sources. AI also goes past the binary and presents findings in a way that can be quickly be translated into action.

AI can make that coordination possible because it identifies patterns and connects data that can be used to optimize the strategy and execution of campaigns. Marketing teams can use AI as a way to automatically deliver insights about specific aspects of their marketing activities, and then continuously improve upon them with new insights.

Need help converting more of your leads into appointments?

Talk to a Verse Lead Conversion Specialist to see how we can help.

Imagine Don Draper’s brain power multiplied by two million – that’s what artificial intelligence (AI) can do for your marketing efforts. AI may seem like it’s the realm of data scientists who view the world in binary terms, but it’s actually a hugely important element of a modern marketing tech stack. When used effectively, it can be a competitive differentiator and help any company dramatically improve at finding and closing leads. 

AI helps sales and marketing teams align creativity, best practices, and data science, and it can be the force that focuses go-to-market efforts. Marketing teams can use AI to rapidly analyze and make sense of massive amounts of data which helps them invest their resources efficiently and boost lead generation performance and ROI.

AI in (marketing) action

Consider an example of email campaigns. Most companies gauge success of email activity based on open rates and clicks. While informative, it’s not much to base decisions on, and it leaves a lot of guesswork in order to identify the right elements of their marketing strategy. Put AI on the task, however, and it can go far deeper. 

Timing email delivery, for instance, has always seemed like one of the dark arts. There has to be balance between sending too many or too few emails. There’s also the fact that competition for attention even within in-boxes is becoming fierce. With AI, algorithms get hyperfocused on time zones and can calibrate the optimal time to send emails. This takes into account that not everyone reads their email when you send it. You can now develop a strategy of delivering emails to different target accounts, different time zones, even to specific people, all based on their likelihood of seeing and opening the email. 

Most email marketing tools give you some demographic data, but AI combines users historical behavior, their interests, and how they typically respond (do they like discounts, or are they drawn to product demos?). Knowing what to deliver, and to whom you should deliver it dramatically increases conversion rates.

Flexing your marketing muscle

For the unconvinced, think about all the activities you’re doing now as part of your marketing efforts. Then consider how applying AI to those efforts will make your life easier, but also far more effective

Reduce churn: losing customers is a killer, but can be averted if you can anticipate when you might lose them. With AI, you can pull together data on the frequency of a customer signing in to your service, engagement and responsiveness to your ongoing communication, CRM data, information about their company, and other data points. This helps you predict how likely or not a customer is to remain with you, and enables you to devise a strategy to keep them.

Improve experimentation: if you’re running tests on your website, in your email marketing, and online ad campaigns, you know you can glean some useful information, but acting on it can still be a mystery. A CTA on your website, for example, may be getting a lot of clicks, but AI can tell you where in the click path you’re winning or losing conversions. It can give you data about which content converts best, and not just convert from one page to another, but converts from click to deal close.

Going multi-channel: companies invest in marketing activities across multiple channels, including digital ads, content syndication, social media, email marketing, website marketing, and a host of others. A lot of that money can be wasted if you don’t know how effectively it’s performing, so measurement is critical. But AI can connect performance data about each channel and create a more comprehensive picture of your activities. For example, you might think social media is doing great, but AI can help you discover that Instagram is a waste of money while Twitter is great at converting. You may further discover that certain Twitter ads, when repurposed on LinkedIn for specific audiences, are actually your highest performing ads. Going even deeper, AI can tell you the time of day that those ads are most likely to get engagement. Your marketing dollars go a lot further when you know where to scale back and where to double-down.

Marketing is all about optimizing the funnel from engagement to closing business. AI allows you the ability to refine efforts along the funnel so you know what’s working, how to invest, and where to realize efficiencies. The perspectives delivered by AI provide new perspectives that enable more and better interactions with prospects and customers. 

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

Convert more leads with instant response and follow up powered by Verse.io.

How Top-Notch Marketers Can Bridge the Sales-to-Marketing Gap

How Top-Notch Marketers Can Bridge the Sales-to-Marketing Gap

It’s commonly noted that sales and marketing departments are often at odds with one another. In what should be a seamless marriage of two departments working together toward customer acquisition, we often find that it is more of a clunky prospect-to-customer handoff. 

In fact, a LeanData survey confirmed strain between the two departments, “[…] 51 percent of marketers are not satisfied with the level of communication between the teams and 53 percent of sales professionals are not pleased with marketing’s support.”

On both sides of the table, 1 in every 2 marketing and sales professionals feel that the other side isn’t pulling their weight. Something’s got to give. 

As a marketing professional, you know the energy and resources you put into building your system that helps bring in prospective leads for your sales departments. But what if you could do better? The fact of the matter is, you can. And once you do, you can position yourself and your team as the shining star department of your organization.

In this article, we’ll go over the various ways you can improve the strategies and processes of your marketing department in order to see a greater ROI between your marketing and sales efforts.

Align the marketing to sales mission

Many marketers believe this goes without saying, however the two departments are often developed in relative exclusivity. Often times, different sales and marketing material are made in isolation of one another. A marketer might develop a “buyer’s persona” metric and a salesman may create a sales pitch deck. The problem is, they aren’t always sharing the creations with one another. In fact, a recent CSO Insights study indicated that 32% of a sales rep’s time was spent looking for or creating sales content. This is important because a sales professional should be focusing on the lead and closing them rather than spending a third of their time creating sales content. When building the sales & marketing strategy, the teams should be working in unison – from the top of the sales funnel all the way through. 

You have an understanding of the audience that your organization is aiming for. By developing targeted content and material for your sales team, you are helping bridge the gap and any lapse in organization-branded messaging. Maintaining a consistent experience is vital for any prospect that is currently progressing through your sales funnel

Talk to a Verse Lead Conversion Specialist to see how we can help

Create a shared data and process reporting system

Another way a marketing professional can improve the lead hand-off is by compiling lead intelligence through the qualification stage. What you should be charged with here is gathering any and all information of the leads including:

  • Contact information
  • Demographic information
  • Areas of interest
  • Level of engagement 

All of this information can be uploaded and shared in your organization’s CRM and will allow for a clearer picture of what the prospective customer’s buying intents are. It’s also important to note here what method of communication does the lead prefer? What forms have they filled out? Each detailed dimension added will help sales know how and when to approach the lead and what tools they can use to secure the sale.

It’s also important to collaborate with the sales department to obtain all the information they get from the leads: conversion rates, revenue generated, customer lifetime value etc so you can continuously improve your processes. 

Handover better qualified leads

Not all leads are created equal. 

Did you know how important it is when qualifying leads to be the first to contact a lead? Research indicates that when you’re the first to respond to a lead, you’re 3X more likely to convert the lead. Furthermore, 78% of leads buy from the first responder

You are in charge of gathering leads, but you’re also responsible for making sure that the leads that are gathered are qualified to be sent over to sales and to be converted. 

Both the marketing and the sales team can be stretched thin on resources throughout the course of business. If you can respond to a lead instantaneously, you position your team to hand over more qualified leads to your sales department. 

Construct the optimal sales funnel

Your organization’s sales funnel is the various process points your customers pass through before, and often after, their purchase of your product or service. Every organization’s sales funnel will have its unique intricacies. This is where you can use your savvy marketing know-how to help define the various stages of your organization’s sales funnel, what the potential customer will experience as they progress through the sales funnel process and what your marketing team can provide in order for the purchase stage to be a seamless handoff for the sales team as possible. 

Collaboration on the sales funnel process can help identify and mitigate friction points: stages during the process where leads can be lost or lose traction in the process. Once friction points are identified, it can open the door to implementation of automated marketing processes that help further qualify the leads headed towards sales. 

According to a survey, 91% of the most successful marketers believe that automation is “very important” to their campaign’s success. What’s more, is it’s noted that marketing automation can result in 14.5% increase in sales productivity when implemented correctly in an organization’s sales funnel.

Conclusion

Many organizations find that there is a gap between their sales and marketing departments. In fact, 25% of organizations believe that their sales and marketing efforts are “misaligned” or “rarely aligned.” 

Your organization doesn’t have to be a statistic.

Within your marketing department, you know the importance of bridging the gap between generating the lead on your end and handing it off to the sales department to make the sale. By using the strategies laid out above, you can work towards building seamless integration of your marketing and sales efforts so you can see the revenues within your organization soar and you can get back to doing what your department does best – generate and qualify more leads. 

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

Convert more leads with instant response and follow up powered by Verse.io.

5 Reasons Why Your Team Fails to Convert Leads

5 Reasons Why Your Team Fails to Convert Leads

Did you know that your organization is carelessly letting leads fall through the cracks? In this article, we’ll walk you through the different sales & marketing funnel stages and 5 reasons your organization fails at sales funnel lead conversion (one for each step in the sales funnel). 

Before we dive into the 5 reasons why your team is failing to convert more leads, it’s important that we give an overview of the sales funnel and its stages.

What is a sales funnel?

A sales funnel is a visual depiction of the journey a customer will go through during the various stages of purchasing a product or service. The sales funnel starts off wide at the top –  illustrating how it’s the stage where the widest net is cast to attract potential customers. Conversely, the smallest portion lies at the bottom, showcasing how unqualified prospects are weeded out as the customer is pushed along the buyer’s journey.

This sales funnel is typically broken into 5 different sections:

  • Awareness: 

How a consumer is made aware of an organization, product or service. For example, this awareness can be through online content, paid advertising and cold-calling.

  • Consideration

When it’s been determined that a lead serious and capable of making a purchasing decision.

  • Preference: 

You’ve identified and qualified your potential customer, now you’re charged with educating your customers and positioning yourself as the preferred vendor in which to conduct business.

  • Purchase: 

When the purchase of the product or service is made and the contract is signed.

  • Loyalty/advocacy:

 

Continual measures enacted to keep the converted customer coming back and referring your organization to their network.

Next, we’ll go over how in each of the 5 stages the reasons your organization is losing out on leads and how you can remedy it.

Reason 1: Lack of Branded Content

One of the most glaring pitfalls for a company during the awareness stage is their lack of organic content generation. Did you know that according to Hubspot, B2B marketers that use blogs get 67% more leads than those that do not.

And you might think that just using paid advertising alone at this stage will suffice, however according to a survey 70-80% of respondents ignore paid advertisement and choose to focus only on organic results.

Many companies are losing out on potential and valuable leads at this stage due to their resistance to produce organic content. 

Reason 2: Failure to Gather Contact Info

Once someone is aware of your organization, it’s important to make them consider you as a company they want to do business with. How does an organization effectively capitalize at this stage?

The best thing to do here is to get a potential customer’s email address so you can keep a channel of communication open with them. How do you obtain a potential customer’s email address? I’m glad you asked. Here are a couple of ways we gather a potential customer’s contact info:

  • Landing page: a webpage that addresses a specific problem that you can help solve for your customer. Try offering a piece of content (ebook, a video series, free webinar, etc.) or discount in exchange for their email.
  • Call to Action (CTA): Charge a customer with completing some action such as subscribing to a newsletter or opting in to a free 30 day trial of your service. A recent case study by OptinMonster noted how a website increased opt-in conversions 100% after implementing powerful CTA’s.

Reason 3: Preference stage

Now that you’ve gotten their attention and you’ve secured a means what do you do to pivot yourself into the preferred vendor for their service? Your goal here is to now educate the customer and build trust that you can and will remedy their pains. You can do this through various means.

    • Email: email has been around for and used as a common means of communication for businesses for upwards of 30 years now. While it may lag behind other communication means in terms of open rate, it has remained a go-to tool for marketers and sales professionals for 3 decades because it works. What type of educational material can you provide your email list that will help position your organization as the vanguard of thought leadership in your space?

 

  • Autoresponders and SMS drips: It’s extremely advantageous for your organization to respond to and contact a potential customer before anyone else. Studies indicate that you are 3X more likely to convert on a lead when you’re the first to contact. Autoresponders and SMS drip campaigns allow you to contact the customer first, communicate in a medium preferred by them, and build trust through education. 

 

Reason 4: Purchase stage

After you’ve positioned yourself as a thought leader in your space, it’s time to put your money where your mouth is. It’s not enough to educate alone, you’re organization will cease to exist if it doesn’t make any sales and you cannot make any sales without proper promotion of your products and services.

In the regular rigmarole of your educational email campaigns, how often are you positioning your products and services as remedies to the pains that ail your customer base? 

Furthermore, what types of retargeting ads can you enact with your email communication? Research the average rate in which a customer abandons their shopping cart before making a purchase is 81%. Can you offer a free shipping email notice to customers who have outstanding shopping carts?

Reason 5: Loyalty/advocacy stage

A new customer is great. A returning customer is the best. After you have made it past the purchase stage of the sales funnel, what types of strategies can you employ in order to get that customer to come back again and again? Furthermore, what tools can you use in order to get that customer to become an advocacy ambassador for your organization?

One of the simplest yet most effective ways of building loyalty is through simply letting the customer know your appreciation. A simple thank you email a week after the sale can go a long way.

Also, Encourage the customer to purchase add-ons, more expensive items, or packages during and after the sale. 

Finally, referrals are one of the best tools to keep in your lead strategy arsenal. What types of referral promotions can you offer to the customer you just secured in order to bring in more business. Think of campaigns that offer a 5% discount for a customer when they refer a product or service to a friend (and that referral gets 5% off as well).

Conclusion

Unfortunately, many organizations – yours included – are losing out on missed sales in every stage of the sales funnel process.

Fortunately, you ended up here to educate yourself on how to remedy those pitfalls. Utilize the information above and identify what changes you can make in your own organization’s customer buying journey to help reduce the amount of leads that fall through the cracks. 

Versatile: Lead Qualification for Marketing Agencies

Versatile: Lead Qualification for Marketing Agencies

Marketing agencies help others achieve their branding, awareness, and pipeline generation goals. But how can these marketing gurus apply a smart lead qualification strategy to their own businesses? When they have to demonstrate expertise in doing the very thing they are paid to do, agencies do not want to become living examples of the old adage, “Those who cannot do, teach.” Instead, marketing agencies can combine a mix of tried-and-true methods along with new, cutting edge strategies to automate lead generation, optimize their efforts, and create new clients.

As Hubspot has noted, 90 percent of marketing agencies say that their top lead referer is word of mouth. This is a business that is both highly visual (prospects can see portfolios on an agency’s website), and very relationship-driven. It makes sense that a certain amount of client validation, along with the ability to “peek in the window” would drive new business. But in order to grow, agencies have to run other types of marketing campaigns.

Consider the ways that reliance on personal referrals can hurt an agency that’s trying to grow:

  • This approach lacks scalability. You just won’t have big numbers of leads to work with, which can hurt if you can’t close business. 
  • It can inadvertently pigeon-hole you. Your referrers are likely to recommend you to colleagues, most of whom work in the same field they do. Over time, you might find that your clientele is so narrow that you lose appeal to those outside of that circle. 
  • There is no predictability when you’re relying on recommendations.
  • You risk losing your marketing muscle. If an agency can’t test different ways of lead generation, it misses opportunities to deliver insights back to clients.

Smart agencies are not waiting for leads to arrive. Since 2011, there has been a major increase by marketing organizations to invest in lead generation through blogging, paid media, content syndication, email marketing, and social media, but many have been scattered and disorganized in their approaches. While these inbound methods require disciplined effort to initiate, manage, and optimize, they are giving agencies a more deliberate way to pull in new business. They are also helping them learn and become experts in their own field.

To be effective and innovative, marketing agencies need a mix of proven methods, new approaches, and automation. Here’s a list of lead generation components that can help an agency develop a vibrant stream of effective leads:

Lead generation must be a business priority: Creating marketing campaigns for clients is taxing, stressful work. It’s easy to get bogged down with customer demands, and in the iterative process of making something “just right.” Creative people put themselves into a flow state and shut out distractions in order to generate exciting and interesting work. 

But in order to grow, a lead generation system must be operating in parallel with the actual work you’re doing. That said, just having a system won’t be good enough; it has to be a disciplined methodology that is retooled through trial and error, but maintains a focus on generating and converting quality leads. This involves a solid plan, but it also demands investment in the right inbound, outbound, and lead automation tools.

Get the right mix of channels: Determine your marketing budget and then apply a varied mix of paid social media ads, paid search ads, content syndication, and other efforts. User acquisition will come from a variety of sources, but in order to spend wisely, you need to track which sources generate the best leads. A good rule of thumb is to start by distributing across social networks like Twitter, LinkedIn, Facebook, and Instagram. Include paid content placement in sites that cater to your target audience. Learn, refine, and double down when you have identified channels that are most effective.

The right calls to action: Start by demonstrating that you’re a customer-first organization. Rather than just offering downloads of PDFs, consider calls to action that actually give you time with a prospect. Perhaps you offer a 30 minute consulting session or an interactive webinar. To do this requires a high-touch, automated model that enables you to collect a lead, schedule a meeting, and then perform immediate follow up.

Make copy creative, engaging, and short: Pretty much every lead gen activity an agency does will have a written component to it: paid ads, blogs, social media. Keep in mind that the goal is not to give a prospect an education; the goal is to get them to engage, whether by filling out a form, making a phone call, or checking out more content. People rarely read every word in front of them, so use skimmable copy that is broken up into small paragraphs, make use of bullet points, and put your creative muscle to work to make it pithy and interesting. 

This will get people to engage with your ads and content, which will get them to act. It will also imprint into their brains that your agency is smart and creative.. Remember, that’s all you need to initiate the lead process.

To most effectively reap the benefits of your marketing strategy, you also need to layer in automation and apply focus. Verse.io provides a comprehensive solution that offloads much of the heavy lifting of lead generation so agencies can focus on the creative efforts that distinguish them from the competition.  

Verse provides marketing agencies with more than just a tool for lead nurturing. It connects to other sales and marketing tools and applies AI to deliver important insights about lead sources and campaign efficacy. 

The collection of data points available to Verse users can help those in the insurance field to quickly do the following:

  • Identify what creates a good lead by understanding what is driving them to the website, and what calls-to-action are most effective at driving them closer to becoming a client.
  • Understand trends by learning what timeframes perform most effectively for prospects.
  • Identify and fix those areas of the process where lead nurturing efforts get stalled. 

By being able to lean on an automated system, agencies can count on Verse to score leads and provide automated follow-up, bookings, and ongoing nurturing. After leads have been captured, Verse also enables agencies to connect with them through texting, phone calls, emails, and other types of communication channels. Prospects can choose how they want to be contacted, which means that their needs are immediately met, courtesy of the agency. 

To be successful in the competitive world of marketing, innovative agencies can demonstrate their creative skills and customer-first approach by working with Verse to build a thriving pipeline of informed, engaged prospects.

Supercharge SaaS Marketing with Social Media Insights

Supercharge SaaS Marketing with Social Media Insights

SaaS sales cycle is short, meaning that it’s essential for marketing to do it’s part at an even faster clip. Leveraging social media is your ticket to achieving this, empowering companies to build trust and relationships with prospective clients even more quickly. Therefore, utilizing insights allow you to get the most out of your SaaS social media marketing. 

SaaS is a fast moving market, requiring quick iterations and quicker buying decisions as prospective clients seek out increasingly convenient methods to solve their pain points. Neil Patel describes it best, outlining how “the process of buying SaaS is quick, transactional, and done.” Interestingly enough, the brevity of this buyer’s journey can actually lead prospects to become “skittish, especially if they’re used to the sluggishly slow pace of non-software purchases.” As a result, quickly fostering relationships and credibility becomes a central part to the sales process.

Here is where marketing comes in.

You can achieve all of the above with a solid social media presence. In a digital age where buyer’s decisions are increasingly influenced by online presence and reviews, this form of SaaS marketing can fast track how you connect with future customers.

Yet this level of engagement is not easy to achieve, nor is it earned overnight. As with most endeavors, you must be able to measure the success of your efforts if you hope to reach your goals. Just like building your own brand, building up your social media popularity/authority requires constant testing

If your marketing team is not constantly testing and tweaking your social media tactics, you will hit a wall, resulting in the stagnation of your growth and engagement. What’s worse is that you won’t even know why, since you never monitored what was or wasn’t working. All the while the next agent is finding more business because they put in the necessary work to analyze and optimize their social media strategy.     

But don’t fret, Chet, all is not lost! Actually, it’s pretty easy to start tracking your social media metrics.  Fortunately, all of the major platforms offer analytics tools that you can take advantage of. Even checking out the most basic metrics will give you the chance to see the fruits of your labor. Optimizing your strategy thereafter will give you a leg up on the competition.

With 2.3 billion users spending a good deal of their time browsing social media platforms, getting more eyes on your social accounts should be a top priority. With insights in hand, you can optimize and tailor your content to achieve better engagement from your followers. In turn, you can look forward to more brand awareness and value, all while reeling in more prospects. 

What Are Social Media Insights?

As an agent marketing on Facebook or Twitter, do you know which types of posts your followers desire? Insight tools( metrics), allow you to see exactly who your followers are and what they like.

Tracking your social media performance is a crucial component to any successful marketing endeavor. This is especially true in light of recent changes to Facebook’s News Feed, for example. You need the insight tools to determine exactly what is and isn’t working as well as the best time to post content.

In essence, social media metrics are statistics and data that give you valuable insights into your social media marketing performance. They allow you to track your success in several ways, such as:

  • Page Likes – the number of unique userswho like your Page
  • Post Reach – the number of userswho have seen content associated with your page in the past week.
  • Engagement – the number of unique users who have commented, shared, liked, and clicked on your posts.

There’s also Impressionsm which is the number of times a post from your social media page is displayed, whether or not it is clicked. People might see several impressions of the same post. For instance, that one cat video that’s been shared by 10 different people on your timeline, even though you never liked it once? That would be an example of impressions. 

Are You Getting the Most Out of Your Social Media Marketing?

Now that you know what insights and impressions are, you need to use those metrics to grow. 

The Pew Research Center reports that 72 percent of online adults in the US visit Facebook at least once per month. Millennials, however, are the most active social media users. 

The key to boosting engagement is to make the most of your insights. To do that, you need to know how to access these tools on the main platforms.

  • Twitter Analytics

You can access your Analytics for Twitter by clicking on your profile image in the top right-hand corner. 

On the Home tab, you’ll see performance numbers for the past 28 days along with your top tweets. Dig deeper by heading over to the Tweets tab to view the most recent tweets, number of impressions, engagement rates and overall engagements.

(Via Twitter)

With this information, you could set up goals for boosting your engagement rates.What times are best to post? What kind of posts got the most clicks? Have you experienced continual growth with your impressions? How does your engagement rate compare to that? Select the best-performing tweets and aim to match their success. Take all of these things into consideration and tweak your strategy and posting schedule accordingly.  

For more details on Twitter insights, you can click here.

  • Facebook Insights

Accessing insights for Facebook is even easier while providing an arguably more robust overview of insights! Log into your business page and head over to the Insights tab. You’ll be presented with an important dashboard of metrics including Reach, Likes, Views, and much more! By clicking on each stat, you can dig even deeper and set different sortable parameters.  

For example, you can see the number of views you generated over the last month, segmented by gender and age, or even page source. 

Equipped with this depth of information, you can augment your social media strategy by boosting your weakpoints while enhancing your strong suits. 

For more information on what each metric means and how to take advantage of it – click here.

  • LinkedIn Metrics

First of all, if you’re not generating leads using Linkedin [Link to future post about Linkedin lead generation], you need to get started yesterday. Then, upon doing so, you can track your efforts. To pull up Linkedin analytics, make sure you have a company profile with admin access. From here, you can view the Linkedin Analytics dashboard by clicking on the appropriate tab (shown above). Upon unlocking this treasure trove of analytics, you’ll obtain the ability to track data such as Updates, Visitors, and Followers.  All of this help you to determine which posts performed the best, how many impressions each has had, and the engagement with posts. Interestingly, Linkedin also allows you to break this data down into desktop vs. mobile usage, so you can see which post performs best for each. 

To learn more, click here

  • Instagram Performance

Lastly but certainly not least is Instagram, which also has it’s own built-in analytics. If you followed our advice, you’re already using Instagram to advertise yourself and your business. [Link to Marco’s future blog] So it’s definitely a great idea to monitor the results of this pursuit. While there is an endless amount of third-party analytics, Instagram comes with its own baked-in Insights that you can take advantage of for free. You can use this as long as you have a business account. If you currently have a personal account, don’t worry as you can still convert it into a business account. This can be done by accessing your Settings in the top-right hand corner.  

Following this, you can access Insights by clicking on the bar graph icon displayed near the top of your profile. 

Or you can access insights from individual posts: 

However you access the dashboard, the native insights contained within Instagram provides a wealth of information that you can utilize to optimize your strategy and boost your engagement. You can track profile visits, Website clicks (Instagram allows you to link to one URL within your profile), or even Calls! Furthermore, you can measure engagement based on the usual criteria, but break down engagement by the hour

You can even track the success of your Instagram Stories [Link to Stories article by Flanders], thereby leaving you even fewer excuses not to take advantage of this platform for all of your business building needs. 

Cultivate Your Presence and Boost Engagement

With the help of these insights, you can successfully cultivate your social media presence and the content you create. All that’s left to do is watch your business take off.