Engagement metrics and how to increase them

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Almost every business today uses Facebook services for online advertising. However, before b2b email list taking any action, it is necessary to establish which metrics should be tracked to ensure that your business is indeed moving in the right direction.

Some of the most important metrics available are:

reach
engagement
impressions
page likes
video metrics
Likes represent the so-called "grey benchmark" - they cannot be completely trusted, because they do not provide precise information. A good example would be a page with humorous content, which sells t-shirts: it will achieve almost a million likes, but also sales that are far below that number. The number of likes is not directly proportional to the number of sales.

Video metrics have a similar reputation, they can be part of your "sales funnel" but, on their own, they still can't make sales. Impression represents the statistics of the number of advertisement impressions, and reach refers to the number of users to whom the posts reached. So, you won't go wrong if you use reach and impressions as the basic success metrics of your social media campaign. However, keep in mind that these metrics, by themselves, are not a measure of sales.

Engagement shows the number of followers of your page who, at the same time, achieve business cooperation with your company. Therefore, this metric is considered the most reliable and is believed to reflect the true state of business performance. It is measured based on the number of clicks on CTA and posts and visits to the sales channel, on the Facebook page.

You can improve engagement metrics in the following ways:

Personalize your brand
To get started, engage your audience in the conversation:

ask questions to the audience, for direct feedback on the business
let them participate in building the image of the brand itself
use their materials for your own promotion
Try to interact with your audience as much as possible. Although the primary goal is to sell, a general principle of marketing dictates that you also offer value.

Potential customers want to feel that you really care. Ask them questions, discuss their problems and try to understand them as well as possible.

Edit and add visuals to your content
Twitter posts are limited to 280 characters per post. Instagram is a platform for sharing mostly visual content, and Facebook offers both written and visual posts. Use this information to your advantage.

On Facebook, you can publish extensive posts and add visual content (images or video) to everything else. Creating video material for the needs of a social media campaign is far more demanding and complicated than using images.