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Measurement and Tracking

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Digital Marketing - Study Notes:

Free and paid tools

Some third-party analytics tools that are worth considering from a social perspective include:

  • Buffer
  • Hootsuite
  • Crimson Hexagon
  • Brandwatch
  • Social Bro
  • Radian6
  • SproutSocial
  • Snap
  • W-Insights

Google Analytics Tracking

For your website, make sure to use an analytics platform such as Google Analytics. This will enable you to track a number of key metrics for your website. To use Google Analytics tracking:

  • Install the Google Analytics code on your website.
  • Use Google Tag Manager and segment your content backlinks using specific platform, campaign, or format tagging.
  • Measure user acquisition from social to see which networks are driving the most traffic to your site, and then optimize. Invest more heavily in terms of content promotion or content creation on these networks.
  • Identify if specific networks aredriving traffic to any specific page.
  • Identify which content is popular across all the different social networks.
  • Measure total conversions that originated as traffic from social media to establish a true return on investment for content marketing.
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ABOUT THIS DIGITAL MARKETING MODULE

Content Outreach
Seán Earley
Skills Expert

This module begins by introducing the concept of content seeding and provides insight into how to use content effectively over multiple social platforms. It then looks at the different ways you can promote your content on social media, covering audience profiling, blogging, influencer, and word-of-mouth marketing. It equips you with the tools and techniques needed to analyze the effectiveness of your content, and helps you form a solid content outreach strategy.