There are two general ways you can approach New Year business planning. You could try something new, or not. But how do you decide which route to take? The key is in the metrics.
“New” does not always mean “better.” There's a lot of pressure to reinvent the wheel and show off a new strategic 10-step plan to get business booming like never before. Well, it’s time to reinvent this culture and normalize taking it easy sometimes.
The key here is to make sure you check your metrics. If the metrics show you numbers that you're happy with, you probably don't need to change much and can continue doing what you're doing. For example, if you're getting a high number of clicks to your website link coming from your social media posts, keep regularly posting on social media 2-4 times per week, and make sure you always include your website link! No need to switch up the strategy too much in this case.
Here's a Facebook metric sample from behind the scenes of a small business that suggests the business’ social media awareness is astounding. In this instance, the owner of the page has been posting 3 times weekly, has coherent branding, and posts a good content mix of photos and videos. This strategy is social media expert-approved, and the metrics show that little change is necessary in the near future. Of course, there is always room for improvement, and regular benchmark assessments will help determine when change is absolutely needed. For now, with positive numbers like these, a drastic change would likely cause more harm than good.
Now, let’s talk about recognizing when it’s time to make a change. Below is an example of a business’ website metrics. The number of views and amount of time spent on the landing page are wonderful and suggest that there’s good traffic leading people to the page, and good content keeps users interested enough to stay on the page. However, the lack of submissions and clicks shows that page visitors are not taking action—which calls for a change in strategy in order to get conversions. Conversion strategy is tricky and can require all hands on deck from social media specialists, account managers, graphic designers, and copywriters because a multi-channel approach will likely be necessary.
The most efficient way to determine what and how much you need to change is to pull metrics from your social media accounts and website landing pages. Your metrics give you a message, you just need to determine how to use them to ensure you are meeting your goals! That message combined with insight from your marketing team and your own intuition will guide you to the right strategy-making decision. Keep up the good work this year! Don't forget, we're here for you when you need support: https://lumstudio.com/contact/