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4 Engagement Marketing Metrics and How to Improve Them

Donna Moores

We live in a world that connects not only people but businesses with their customers.

While your customers are feeling like you’re hearing them out, you must be able to measure ‘the engagement’ to see how well your business is performing.

Although engagement metrics are viewed as ‘vanity metrics’, it’s an important aspect to evaluate your market performance.

Through this article, you’ll learn about six types of engagement metrics that you must measure to view your business performance and how to boost these metrics.

The Reach

Considered as one of the vanity metrics, the Reach might be the thing you need when you want to evaluate the performance of your content. It’s basically a metric that determines the number of unique users and viewers of your content.

There are, however, a few things worth considering when you’re measuring the Reach.

  • Unique Users: Since this is the standard way to measure the content reach, unique users are typically measured via a 30-day window.
  • Location: Locating the place where your content is most used will help you better analyze your resources and budget.
  • Device: Once you know whether your users are accessing your content via PCs, tablets, or smartphones, you would be better able to design and optimize your content.

As a part of the Reach metric, you may also want to keep an eye on the social shares. You’ll be better able to understand how well your audience is responding to your content.

Boosting the Reach

Paid promotion has become the best way to combat the toughening organic reach. You can extend your content reach by accelerating sponsored social media posts and other paid content.

For this, you’d need influencer marketing. Research states that in 2017, 84% of the marketers had planned on running at least 1 influencer marketing campaign. You may start by interacting with micro-influencers, like Upfluence, as they have a higher rate of engagement above many other benefits.

Page Time and Scroll Depth

‘Time on Page’ is a Google Analytics metric that enables you to understand how users are interacting with your content. But let’s discuss the average session duration before we jump at the time on page.

The duration of session per user depends on how the user interacted with the session’s last page. For instance, the session duration will be tracked once the user hits the ‘play’ button or else the time spent on the page won’t be counted within the total session duration.

I know; time on page can be a difficult metric to measure, as ‘time on site’ and ‘time on page’ are measured during the ‘hit’ timestamps. If the user bounced, then there won’t be any time recorded.

However, time on page is still recorded even when the window is left inactive. It indicates the number of users who didn’t bounce off.

Also, most marketers prefer observing the scroll depth than time on page. It can be an effective engagement metric; as the deeper you scroll, the more engaged you’re likely to be!

Boosting the Engagement with Content

The first step to boost content engagement is by running A/B test on web pages regularly. You can discover bigger and better opportunities by recognizing the pages with high traffic and low engagement rates.

Put yourself in the user’s place and think about why you can’t attract them or at what stage are they feeling bored. Identify the potential gripping points and then use innovative ideas to improve engagement.

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Measuring Social Comments and Conversation Rate

Sometimes when you’re reaching out and marketing your product, you might ignore the content engagement, which is the most important part of social media marketing.

So, you must measure the comments and their tone (positive or negative) .

Talking about comment measurement, why leave conversation rate behind? You can measure the conversation rate by the following formula:

Total comments / Followers * 100 = Conversation rate

This formula applies to the post your followers are commenting on, but it doesn’t count in the non-followers. For that, you might want to apply a different formula:

Total comments / Reach * 100 = Conversation rate

This formula helps you calculate the total reach to your post and measure the engagement.

This metric helps you figure out if your content is interesting enough to bring up a discussion.

Boosting the Rate of Conversation

To increase your audience’s engagement, you must give them fresh, creative, new, and interesting content. You can grasp the idea by looking at your past social media analytics and learn where the engagement and reach spiked.

You can use free tools, such as Discover, to discover popular content ideas about relevant topics. Search for relative keywords, choose ‘organic’ under ‘post type’ and sort through ‘most comments’. This way, the market tell you about the interesting ideas, which you can use for your content.

Brand Awareness

Every company is known for its image or brand, in general. Sadly, many marketers overlook this significant step towards prospective sales.

The quickest way to evaluate your brand awareness is through searches of brand queries.

To explore this metric, go to Google Search Console and direct to the Queries page. Find the ‘impressions’ box and get a precise estimate of how many people are searching your brand.

Of course, there are other ways to measure brand awareness. You can use:

  • Social Media Mentions: It’s one of the easiest methods. You can search your brand name on Twitter and view how many tweets mention your brand name. You can use alternative tools to observe social media posts that contain your brand name.
  • Inbound Links: You can use Webmaster Tools to view the web pages linked to your website.
  • Reviews: Using software that offer reviews can help you get the idea of how customers rate your brand, products, and services.

Boosting Brand Awareness

To make your brand popular, you may use retargeting ads to sustain your top-notch brand awareness. You can use Facebook Ads or Google’s display network to display the ads to the users who have visited your website.

Using Facebook pixel, you can also use retargeting ads to increase conversion rates. Moreover, if your content is creative enough, it would definitely boost brand awareness in no time.

In Conclusion…

Although some engagement metrics can go unappreciated and seem valueless, it doesn’t mean that they can’t prove useful in indicating your success.

The best thing to do is that you just foster your target audience on the social platforms they use most. Keep improving on every aspect of communication with your audience and keep them engaged.

Donna Moores is a savvy content marketer and a Head of Content at HandMadeWritings.com. She has gained an outstanding marketing experience within the biggest industries and businesses, which she pleasantly shares with the readers. You may reach out to Donna on Twitter or LinkedIn.

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14 comments on “4 Engagement Marketing Metrics and How to Improve Them”

  1. All seem pretty powerful to me Donna.

    As a rule I see; engaging folks freely through:

    - blog commenting

    - tweeting

    - email

    - Facebook comments

    - forum posts

    boosts engagement on my blog and throughout my entire online real estate. We really do get what we give. If you give freely and detach some the getting aka engaging and traffic and profits flow your way.

    I think of Donna Merrill; all she does is engage. Naturally, engagement finds her, her blog, her brand, and her business grows.

    Ryan

  2. These are the true metrics, the important ones that need to be worked on. Thanks for the reality check. Now I need get off the comfort of vanity metrics and get to work.

  3. Hi Donna,

    It is a rule of thumb to gauge and measure your engagement metrics to identify loopholes in your content marketing campaign and fill them up accordingly. And you cannot achieve this without engaging with your audience across channels. Ryan Biddulph is an amazing example of a marketer who is consistently engaging with his tribe. Donna Merill as mentioned by Ryan is also doing an amazing job in the area of engagement.

    This activity has brought about remarkable results in the way of traffic and sales.

    Cheers,

    Moss.

  4. Hello Donna and Sue,

    These are awesome metrics you've listed here. The best way to go about this is to pick them one after the other or assign each task to one member of your team to execute per day or per time.

    To get more engagement on Facebook, I use Facebook ads or I share a story of my success to far. It works.

    Thanks for sharing.

    Emenike

  5. Modern day marketing strategies now includes websites building and promotional services that will surely increase affect your business’s sales.

  6. Arguably the most important benefit, training multiple departments with a common sales process will bridge the gap that traditionally exists between sales and the rest of the organization, as well as foster an attitude of collaboration.

  7. Hello Donna and Sue,

    These are awesome metrics you've listed here. I am gonna surely benefit from this great post

  8. Good content Donna Moores and I agree that these parameters are really important to measure the degree of engagement. But I also believe reach may not be that important unless it is fully relevant and targeted. I have seen people and companies doing organic and paid marketing targeting wrong people, getting huge reach but less conversion. I believe that is pointless. So instead of getting huge reach, we should focus on getting targeted and relevant reach.

  9. I totally agree with you Donna because you cannot increase traffic without doing these practices especially if your brand is new and you should do first branding for brand awareness. I also did same and I got good results in terms of traffic and engagement.

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