Four of the Most Useless Social Media Metrics to Avoid
Social media is no doubt filled with big egos and empty metrics. While I am a huge fan of social media metrics analytics, I find it somewhat frustrating with those who tout pointless social media metrics to measure.
With social media, it is important to know what social media metrics matter and which ones don’t. I am not saying that you should completely dismiss the metrics I discuss below, but you should take them lightly and understand how they impact the overall picture.
Let’s take a look at 4 of some of the most overrated social media metrics and what you should focus on instead.
I might as well start this list of with the most pointless social metrics of them all. Klout “measures” a users social influence and determines a score that falls within the range 1-100.
The higher the Klout Score, the more influence a person is said to have. While I understand the concept, unfortunately it is rather easy to influence/inflate Klout Scores. Therefore, I just can’t justify Klout as being a social media metric to give much credibility to. I will say, that I have enjoyed a few nice perks from Klout due to my Klout Score.
2. Number of Social Shares
Twitter Retweets, Facebook Likes/Shares, LinkedIn Shares, Pinterest Pins, etc. are not the social metrics you need to be focusing on. Sure, it means someone is sharing your content and increasing your brand visibility. But are those shares driving traffic to your website? Maybe a little.
I bet if you looked at the number of social shares for each channel and compared it to your Google Analytics data, chances are that the shares far outweigh the number of visits from that source. A large number of people share a link without actually reading it.
Therefore, concentrating on social shares is somewhat misleading if you are looking to social channels for traffic generation. You should be focusing on the number of visits referred to your site through a social channel instead.
3. Traffic From Social Media
While this definitely conflicts with the advice I recommend above, I think it is something that should also be looked at a little closer.
Not all traffic is created equal. In fact, of the website visitors you get from social media, do they visit more than one page of your website? Do they subscribe to your RSS or signup for your newsletter? Do they submit a contact form?
Basically, do they do anything that will ultimately increase your bottom line?
To really know, I would recommend tying Google Analytics goals to social media traffic to fully understand the value of the traffic and results of your efforts.
4. Number of Followers, Fans, Etc.
There is no denying that social media is a numbers game. The larger your follower base, the more people you can potentially reach. However, to really grow these numbers it takes time if you are doing it right. Even when you try to do things right, your profiles can fall victim to fake social media accounts.
Not only do you have to worry about fake social profiles, but what happens when one of the social sites you spent so much time on has become the next Myspace?
The social vanity metric you spent so much time on growing is now irrelevant. A better approach than measuring the total number of fans would be to attribute meaningful goals achieved as a result of your social audience. For example, track the number of newsletter signups or users who downloaded a guide that occurred from a social channel. These type of actions have more of an impact on your bottom line since they are showing signs/interest in what you offer and are ultimately moving further down your sales funnel.
Social Media Metrics Are Important
There is no doubt that social media metrics are important. You definitely need to measure the results of your initiatives. However, you need to be sure that you are measuring social media metrics that matter.
For example: You had 100 new Facebook Fans this month?
So what? Did they engage with your posts? Click through and visit your site?
You had a tweet that was retweeted 1000 times?
How much traffic did it result in and did that traffic convert a goal on your website?
While the 4 social media metrics listed above might seem pointless at a high level, you can see by digging deeper into each one of them you can find meaningful data to track. Data that means something. Data that helps your business focus on social media lead generation. Ultimately, data that can show an impact on your bottom line.
What Social Media Metrics Do You Focus On?
When measuring the success (or failures) of your social media initiatives, what are the core metrics that you focus on? What metrics do you wish you had more insight on? What do you find difficult to measure?
Capturing the Attention of Millennials: Be Relevant and Digital
I know Gen Y are stereotyped as being transient, digital natives who are impossible to capture, but that is just the world we live in today. Technology has caused a proliferation of advancements and the financial services industry is (or should be) feeling the pressure. We have seen the rise of the robos, fee compression, virtual advisors, and various regulatory changes, all culminating to challenge financial advisors to find ways to cut through the noise to demonstrate their value.
Developing an effective marketing and lead generation process that’s tailored to millennials is vital for two key reasons:
- It’s the only way you’re ever going to capture their attention
- It’s the only way your business can remain profitable serving this demographic
Let’s be honest; there is a bit of an over-hype and obsession with millennials right now (don’t get me wrong, I’m obviously a fan). Nearly every business is starting to ask itself, “How do we capture this next generation?” And they’re spending tons of time and resources devoted to this one demographic. So think about all the different emails, social media and digital advertising you’re competing with, even beyond just the financial services industry. Whatever you put out there will have to be niche to their needs in order to capture their attention – and will have to feel authentic if you want to build enough trust to get them to engage.
As you begin to assess your ability (or desire) to serve younger investors, the question about profitability will inevitably come up. The traditional marketing advisors do today for their HNW investors is just not an effective or profitable way to target millennials. No COIs, business networking, client events, newsletters – that takes up way too much of your time. Instead, you should take a more scalable approach using digital marketing and messaging that actually resonates with your intended target market. Serving millennials should not be a loss leader; that’s exactly why segmenting and tailoring your marketing will be vital with this demographic.
Bringing it back to our friends Marg, Chip and Drew
In order to assess what type of marketing will effectively capture the attention of our three millennial personas, we need to answer these questions:
- What are their aspirations?
- What are their problems?
- When is the best time (in their lives) to capture their attention?
Marg seems to be more reactive and short-sighted, only seeking advice when there’s a triggering event causing her stress. Chip and Drew tend to have relatively similar characteristics, which you’ll notice quite a bit throughout our research. Aside from income, assets and debt levels, Chip and Drew tend to have the same needs and preferences. This means that you can take a relatively similar marketing approach in terms of messaging, but you’ll need a slightly different approach for each party later on, when we get into fees and service models.
Chip and Drew tend to be a little more financially mature than Marg; they look at longer-term goals and aspirations. The only exception would be that, when it comes to how these three define financial success, they all answered, “Having enough savings to retire when I want” as their top choice.
With the goal of tailoring your marketing messaging and approach to effectively engage these different segments, here are our recommended approaches.
Marketing to Marg
Topical blog posts and social media are the way to go. Even though Marg might not be ready for or in need of your professional advice quite yet, you can still find scalable, automated ways to prospect her (with the long-term goal of eventually capturing her once she becomes more like Chip and Drew). The key is to identify those triggers that cause Marg to seek help and find a way to insert yourself into the picture through digital marketing.
Writing a blog with topical posts that address key questions or issues that Marg might Google or research in her time of need is a great starting point. Think of blog titles like: A 5-Step Guide to Building a Budget, What to Do When You Have Credit Card Debt, and How to Improve Your Credit Score. Even though blogging might feel like it takes a lot of initial effort putting together the content, once it’s written, it can be leveraged in so many ways that you can actually realize a return on that investment of your time.
One blog post can be broken down into 10-20 different social media posts, posted on many different social media platforms (Twitter, Facebook, Instagram, etc.), and can be used for months after the blog goes live. And, over time, that content will accumulate and improve your website’s visibility in search engines (that’s search engine optimization) to increase visitors and visits from people like Marg.
Marketing to Chip and Drew
Build a targeted marketing campaign focused on life event planning. Retirement is still a very important issue when it comes to emerging wealth prospects like Chip and Drew. Not only do they define financial success as the ability to retire when they want, they also cite retirement planning as the top financial issue they want more help with. However, big life events are the key trigger for Chip and Drew to take action on their finances. And so the key to capturing these millennials is by striking at the peak of their interest – when these life events happen.
But before you can market messaging and content specifically focused on life events like marriage, first-home purchase, first child, and change of career, you have to first address any potential branding issues. If you’re serious about wanting to engage this group, your brand and website cannot be hyper-focused on traditional financial advisor themes like retirement, investing and wealth management. Expand your current brand or create a separate brand geared to this demographic that focuses on financial planning for life events (which can still include retirement as one key component). Then build topical messaging and content that plays to each life event, like “3 Financial Musts After Having Your First Child.”
If you’re fully committed, you could even take it a step further by implementing marketing that specifically targets millennials going through specific life events. For example, you could pay to promote social media posts or ads that only target millennials between the ages of 28-30, the average age most millennials are getting married . Maybe you purchase ads on blogs or other websites like The Knot for newlyweds or The Bump for new parents. You could also identify social influencers who blog or speak about life events and other topics affecting your target market and look for cross-promotional opportunities. The more targeted your marketing and content, the more likely you are to cut through the noise and capture millennial attention.
This brings me to a key point
Marg, Chip and Drew are not niches; they are merely personas representing 3 key segments within the millennial cohort. However, niche marketing is a very powerful tool that should not be overlooked when discussing effective ways to market to Gen Y. The more niche your content and targeted your advertising approach, the more effective your marketing will become in grabbing their attention. Case in point: A 33-year-old dentist is much more likely to click on something titled “Dos and Don’ts of Tackling Debt from Dentistry School” than a generic title like “Dos and Don’ts of Tackling Student Loans.” You want millennials to feel your content to is talking specifically to them – and that you’re a resource who understands the needs and issues of people just like them.
To those advisors who still aren’t really interested in serving millennials, but are using this series as an opportunity to review industry trends – this niche thing is not just for millennials; it can be an effective marketing tactic to use with all generations of all ages. There are so many changes going on right now in financial services that can confusion among investors and muddle your value proposition as a financial advisor. Recent technical innovation has caused a proliferation of many different business models in our industry. You’ve always competed with DIY platforms, but now (whether you like it or not), you’re being compared to robo and virtual advisors who likely spend a lot more on digital marketing and targeting than your traditional advisor. That’s why niche marketing can play a key role in helping you to cut through this noise and grab the attention of potential prospects (no matter what age they might be).
To learn more about outsourced services that help you grow - saving you time, increasing profitability, and differentiating you from your competition visit the SEI Advisr Network here.
- 1 of 1258