To ensure the success of your business on social media, it’s essential to understand the optimal social objectives that align with your business goals. In our previous blog post, we focused on increasing brand awareness and engagement. In this week’s blog, we’ll discuss traffic, lead generation, and conversions as critical objectives for paid social media.  

Each objective requires a unique set of metrics to measure success and optimise social media strategies to help your business thrive. We’ll explore the 3 common paid social media objectives and the essential metrics to measure them, providing a comprehensive guide to achieving your digital goals while aligning with your overall business objectives.

1. Traffic

When it comes to driving traffic to a website, the goal is to encourage users to interact with a brand’s products or services and take meaningful actions on the site. This could include making a purchase, filling out a contact form, or subscribing to a newsletter. By driving more qualified traffic to a website, brands can increase their chances of converting visitors into customers. 

Social media can be an effective tool for driving traffic to a website. By sharing links to a brand’s website on social media platforms, brands can reach a wider audience and encourage them to click through to their site. 

Metrics such as clicks, sessions, click-through rate (CTR), and bounce rate are important to measure traffic from social media. Clicks indicate how many users are clicking through to a website from a social media post, while sessions measure how long users are spending on the site. By doing this brands can understand if social media is driving relevant and qualified audiences to their website. 

2. Lead Gen 

Lead generation is an important objective for businesses looking to increase their customer database and reach out to potential customers for future opportunities. This is particularly useful for businesses that operate in industries with longer sales processes or require enrolment in programs or courses, as it helps to identify more qualified users. 

Social media provides a great opportunity for brands to encourage users to share their personal information in exchange for a valuable offer, such as downloading white papers, catalogues, promotional codes, and other materials.  

To measure the effectiveness of lead generation on social media, brands should track key metrics such as the number of downloads, clicks, and lead to conversions. By observing this, brands can determine which types of content are resonating with their audience and adjust their strategy accordingly. 

3. Conversions

To track the effectiveness of social media in driving conversions, brands should measure key metrics such as conversion volume, conversion rate, and cost per conversion. 

Conversion volume refers to the total number of conversions that have been generated through social media. 

Conversion rate is the percentage of users who have completed a desired action after clicking on a social media ad or post. 

Cost per conversion is another important metric to track, as it helps to determine the efficiency of the brand’s social media campaigns.  

By monitoring these metrics, brands can determine which social media campaigns and tactics are most effective in driving conversions and adjust their strategy accordingly.