Leap Into Your Lead Cycle with Social Media and Real-Time Analytics

Ever wish you could watch your website in action as you promoted it throughout the day? Last Monday, I took a look at free tools Google provides that lets you do exactly that. Google Analytics’ newest Real-Time features let you see your website statistics as they’re happening. Your Real-Time dashboard shows you how many people are online right then and there, which page they’re visiting on your website and for how long, their relative location, and much more.

Social media often seems like a hit-or-miss practice, but with Real-Time Analytics, it doesn’t have to be. If you know how to post to Facebook, and you can understand basic analytics, it’s simple. Today I’m going to take a closer look at how you can use Real-Time Analytics and social media to speed your lead cycle up and encourage visitors to convert.

Social Media and Real-Time Analytics Go Hand-In-Hand

Social media happens at the speed of life. Your Twitter and Facebook information feeds are constantly updating, and it can seem almost insurmountable to market your business on these services without some kind of advanced training. Google published a blog post specifically about measuring social value in Google Analytics, but only with traditional analytics. Monitoring your social media posts by the usual metrics—Likes, favorites, retweets, shares, etc.—doesn’t show you everything you need to know. That’s where Real-Time Analytics comes in.

With Real-Time Analytics, you’ll see clicks, and where those clicks are going. You can watch as people interact with your posts, explore your website, and cruise around on your blog. Looking at what people are doing on the other end of your social media posts is far more valuable to your conversion performance than drumming up some likes or favorites. With Real-Time Analytics, you’re not just letting your message run wild in the open. You can act, watch, and react to how people interact with your brand and your social media efforts.

How To Use Social Media for Business Conversions

Whenever you decide to start up your social media apps and programs, you should start Real-Time Analytics up with it. Take a look at what’s happening on your website before you hop on, and then take note of the changes in your most interesting and engaging content as you start posting to social media. Visitors won’t show up instantly, but you’ll see a gradual uptick in traffic whenever you post to social media: assuming you’re doing it right.

As you watch your real-time results while you tweet, you’ll need to ask yourself how people are interacting with your website. Are they moving into your conversion funnels like you want them to? Are they clicking a conversion link that takes them to another page? Or are they leaving as soon as they arrive? You can think of the traffic you’re watching in real-time as a “test group” that will let you see how effective your website is. If you notice that many of your visitors stop short of converting on the same page, or you notice any other trends in their behavior, you can use that to your advantage when you go back into your website to make improvements.

Another cool tactic is to have social promotional events and react to customer behavior while you do it. Often, social media promotional events involve lots of different posts throughout the day. Instead of pulling content out of thin air, you can watch your real-time metrics with each new post you make, and then focus on what attracts the most attention from previous post reactions. You can also use this information as a supplement when making new target profiles to focus on in future campaigns: your observations can tell you more about the kinds of people that engage with you over social media.

Whether you’re building your brand by yourself, you’re trying to optimize your lead cycle for a larger company, or you’re trying to turn your customers into loyal advocates, you should know from experience just how important it is to react to your customers in real time. With Real-Time Analytics, social media, and compelling content that drives conversions, you can do exactly that. Have you found any cool insights or made any surprising discoveries with Real-Time Analytics?

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Andrew Glasscock is currently based in Nashville, Tennessee. He graduated with a BA in English, specialized in Creative Writing, with a minor in Marketing this past May. Along with copywriting, he loves being an improv comedian, playing frisbee, and dogs.

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