Kusanthula & KuyesaInfographics YotsatsaSocial Media & Influencer Marketing

Kuyeza ROI ya Social Media: Kuzindikira ndi Njira

Mukadandifunsa zaka khumi zapitazo ngati makampani azigulitsa kapena ayi, ndikadanena kuti inde. Pamene chikhalidwe TV choyamba skyrocketed mu kutchuka, panalibe zovuta aligorivimu ndi aukali mapulogalamu malonda pa nsanja. Malo ochezera a pa Intaneti anali ofanana pakati pa opikisana nawo omwe ali ndi bajeti zazikulu ndi mabizinesi ang'onoang'ono omwe amatumikira makasitomala awo bwino.

Ma social network anali osavuta… perekani chitsogozo ndi ukatswiri kwa otsatira anu, ndipo onse adagawana nawo ndikutsata mipata ndi mtundu wanu. Otsatira anu adakulitsa chithandizo chanu, ndipo WOM idakulitsa chidziwitso ndikupeza zinthu ndi ntchito zanu.

Posachedwa mpaka lero, ndipo, mwa lingaliro langa, kampani iliyonse imawoneka ngati a spammer kapena wotsatsa ndi nsanja zazikulu zapa social media. Mosasamala kanthu za mtundu wa uthenga wanu komanso kukula kwa otsatira anu, malo ochezera a pa TV safuna kuti kampani yanu iziyenda bwino popanda iwo kuchitapo kanthu. Ndizomvetsa chisoni, chifukwa ndikuganiza zambiri zamatsenga tsopano zapita. Masamba anga amabungwe pafupifupi sawoneka pamapulatifomu onse, ngakhale pali otsatira ambiri komanso otchuka kwambiri. Ndilibe bajeti yolimbikitsira zomwe ndimapanga, pomwe opikisana nawo ambiri amatero.

Zotsatira zake, kuwunika kwa social media Return on Investment (ROI) ndizofunika komanso zovuta. Kumvetsetsa momwe ntchito zamalonda zimagwirira ntchito pamapulatifomu monga Facebook, Instagram, ndi Twitter ndizovuta wamba, pomwe mabizinesi ochepa okha ndi omwe amatha kuwerengera momwe ma media azachuma amakhudzira bizinesi yawo.

Zovuta Pakuyeza Social Media ROI

Ngakhale njira zambiri zotsatsira, mayendedwe, ndi njira zina zimasiyanitsidwa ndi kuzindikira, kupeza, kugulitsa, ndi kusunga, malo ochezera a pa Intaneti amapitilira kupitirira. Makampani amapereka chithandizo kwamakasitomala, chithandizo chamakasitomala, malonda ochezera, ndi zina zambiri kudzera m'njira zamagulu. Chifukwa chake, pali zovuta zingapo.

  1. Kulephera Kulumikizana ndi Zotsatira Zamalonda: Otsatsa ambiri amavutika kuti alumikizane ndi zoyeserera zapa media media ndi zolinga zowoneka zamabizinesi, zomwe zimasokoneza muyeso wa ROI.
  2. Kupanda Katswiri wa Analytics: Chotchinga chachikulu ndi kusowa kwa ukatswiri wa analytics kapena zida zowunikira bwino deta, makamaka popeza nsanja ngati GA4 yasintha momwe amajambula, kutengera, ndi kusunga zomwe datayo.
  3. Zida Zoyezera Zosakwanira ndi Mapulatifomu: Kusakwanira kwa zida ndi nsanja kungayambitse kusalolera molakwika kwazomwe zimachitika pazama TV. Malo ambiri ochezera a pa TV amatetezedwa pazomwe amajambula chifukwa amagwiritsidwa ntchito kupititsa patsogolo kukula kwa nsanja zawo zotsatsira.
  4. Njira Zosasinthika Zosasinthika: Kusakhalapo kwa njira zoyezera zoyezera kumabweretsa zotsatira zosayembekezereka ndi njira. Chitsanzo chimodzi ndi kusowa kwa kampeni Maulalo a URL kutsimikizira molondola zonse organic ndi zolipidwa khama.
  5. Deta Yosadalirika: Kupanga zisankho nthawi zambiri kumalepheretsedwa ndi deta yomwe imakhala yosakwanira kapena yosakwanira.

Ngakhale kuti pali zovuta izi, 28% ya mabungwe ogulitsa malonda amafotokoza kuti apambana pakuyesa chikhalidwe cha ROI, ndipo 55% akunena kuti akhoza kuyeza ROI ya anthu pamlingo wina, zomwe zimasonyeza kupita patsogolo m'munda.

Otchulidwa

Kodi Kuyesedwa Ndi Chiyani?

Mabizinesi akutsata ma metric osiyanasiyana, koma si onse omwe amalumikizidwa mwachindunji ndi ROI:

  • 58% makampani amayezera zomwe zikuchitika (zokonda, ndemanga, zogawana, ndi zina).
  • 21% kuyeza kutembenuka (kukwaniritsa zolinga, kugula).
  • 16% kuyeza kukulitsa (magawo, ndi zina).
  • 12% kuyeza mayendedwe a kasitomala.

Pamakampeni olipidwa omwe amalipidwa, ma metric omwe amatsatiridwa kwambiri ndi awa:

  • Kufikira omvera ndi kukula
  • Dinani patsamba/tsamba
  • Chinkhoswe
  • Chiwerengero cha kusintha

Ngakhale ma KPI odziyimira pawokha ngati awa amatha kuyankhula za kutchuka kwa zoyesayesa zanu zapa media, sizikutanthauza kuti amawonjezera madola pamunsi. Chinsinsi choyezera ROI pazoyeserera zanu zapa media ndi:

  • Kodi pali kulumikizana kwachindunji pakati pakuchitapo kanthu kwa zoyeserera zapa social media ndikudziwitsa anthu zamtundu?
  • Kodi pali kulumikizana kwachindunji pakati pa zokonda, ndemanga, ndi ma share kumachitidwe enieni ogula? Muwonetseni kuti zoyesayesa zanu zapa social media zakulitsa mtengo wanthawi zonse wa makasitomala anu (CLV)?
  • Kodi pali kulumikizana kwachindunji pakati pa khama lomwe mukuchita pothandiza anthu amdera lanu ndi kugulitsa ndi kusunga makasitomala anu?

Meme yoseketsa yomwe mumagawana nawo pawayilesi yanu yapaintaneti imatha kukhala yoyipa ndikuwonjezera ziwerengero zanu zonse zomwe mwatengapo ... zachabechabe metrics.

Organic Social Media vs. Social Media Advertising

Khama mu chikhalidwe TV akhoza kukhala organic, malipiro, kapena osakaniza kumeneko.

Organic Social Media

Kupanga omvera ndi anthu ammudzi ndikulimbikitsa maubwenzi anthawi yayitali. Ngakhale njira iyi mwina ilibe ROI yapompopompo, ndiyothandiza pamitsinje yandalama zosalunjika monga kukhulupirika kwamakasitomala ndi mtengo wamoyo wonse. Chofunika apa ndikuyesa kuchitapo kanthu ndi kukula, zomwe zingayambitse kuwonjezereka kwa malonda ndi maubwenzi, monga momwe akusonyezera oposa theka la ogulitsa.

Kumbali yakutsogolo, makampeni olipira ochezera pagulu adapangidwa kuti azikhudza nthawi yomweyo ndipo ndi osavuta kuyeza. Cholinga apa ndikudina kutsamba/tsamba, kuchitapo kanthu, komanso chofunikira kwambiri, mitengo yosinthira. Kutsatsa ndi malo omwe makampani amawona kulumikizana kwachindunji ndi ROI, chifukwa makampeniwa amatsatiridwa mosavuta ndipo amatha kukonzedwa kuti azichita bwino.

Investment mu Social Media Marketing

Pafupifupi, makampani amawononga 17% ya ndalama zawo zonse zotsatsa pazama media, ndipo amayembekeza kuwononga 26.4% ya ndalama zawo pazama media pazaka zisanu. 

CMO Lero

Ngakhale pali zovuta zoyezetsa, mabizinesi akupitilizabe kuzindikira kufunikira kwa kutsatsa kwapa media media ndipo ali okonzeka kuyikapo ndalama.

Njira Zabwino Kwambiri Zokulitsa Social Media ROI

ROI yakutsatsa kwapa media media ndi yamitundumitundu, kuphatikiza njira zolipirira komanso zolipira kuti bizinesi ikule. Nawa machitidwe abwino kwambiri:

  1. Gwirizanitsani Zolinga za Social Media ndi Zolinga Zabizinesi: Zolinga zamabizinesi zofotokozedwa momveka bwino zimathandizira kupanga njira zapa media media zomwe ndizosavuta kuziyeza.
  2. Invest in Analytics Expertise: Kukhala ndi luso lowunikira bwino pagulu kapena kuyanjana ndi mabungwe kungathandize kudziwa zambiri ndikuzindikira zomwe zingatheke.
  3. Sankhani Zida Zoyenera: Ikani zida zodalirika zowerengera zapa media media zomwe zimatha kuyeza molondola ma KPI ofunikira pabizinesi yanu.
  4. Sinthani Njira Zoyezera: Khazikitsani dongosolo losasinthika kuti muyese ROI yapa media media bwino pamakampeni.
  5. Onetsetsani Ubwino wa Data: Ikani patsogolo kusonkhanitsa ndi kugwiritsa ntchito zidziwitso zapamwamba kwambiri kuti mupange zisankho zomveka.

Ngakhale pali zovuta zoyezera, mabizinesi pang'onopang'ono akukhala aluso pakulumikiza zoyeserera zapa social media ndi zotsatira zooneka.

Automation ndi Artificial Intelligence mu Social Media

Kupita patsogolo pakutsatsa kwapa media media ndi nsanja zotsatsa, komanso kukhazikitsidwa kwa Artificial Intelligence (AI), akusintha momwe mabizinesi amayezera, kusinthira, ndikusintha ROI pazoyeserera zawo zapa media. Umu ndi momwe matekinoloje awa akukhudzira kwambiri:

Miyeso Yowonjezera ndi Analytics

  1. Maulosi Olosera: Ma algorithms a AI amatha kulosera zam'tsogolo zam'tsogolo zamakampeni ochezera pa intaneti posanthula machitidwe akale a ogula. Izi zimathandizira kulosera za ROI ndikupanga kugawa bajeti mwanzeru.
  2. Kufufuza Kwanthawi Yeniyeni: Mapulatifomu apamwamba amapereka kutsata kwanthawi yeniyeni kwazitsulo zogwirira ntchito, zomwe zimalola ogulitsa kusintha njira zawo kuti akonze ROI mwamsanga.
  3. Kusanthula kwamakasitomala: Zida zoyendetsedwa ndi AI zimatha kutanthauzira momwe anthu amakhalira, kupereka chidziwitso chozama pamalingaliro a ogula komanso thanzi lamtundu.

Makina Ogwiritsa Ntchito Mwachangu ndi Sikelo

  1. Kutsatsa Kwadongosolo: AI imathandizira kugula zotsatsa mwadongosolo, kulunjika kwa ogwiritsa ntchito molondola komanso nthawi zomwe atha kuchita nawo, motero kuwongolera ROI yomwe ingatheke.
  2. Ma Chatbots ndi Virtual Assistant: Zida zoyendetsedwa ndi AIzi zimatha kusinthira makasitomala pamasamba ochezera, kuwonetsetsa kuyankha mwachangu pafunso ndikuwongolera kukhutitsidwa kwamakasitomala ndi kusunga.
  3. Kukhazikika Kwambiri: Zida za AI zitha kuwonetsa nthawi yoyenera yotumizira, mafomu, ndi mitundu ya zomwe zili, kusinthiratu njira yogawa zinthu kuti zithandizire kukhudzidwa.

Kupititsa patsogolo Kutsata ndi Kusintha Kwamakonda

  1. Gawo Lapamwamba: Omvera a gawo la ma algorithms a AI kutengera zinthu zambiri, kuphatikiza machitidwe ndi kuchuluka kwa anthu, pofuna kuyesetsa kwambiri kutsatsa.
  2. Zochitika Zokha: AI imatha kusintha zomwe zili ndi malingaliro pamunthu payekhapayekha, kukulitsa mwayi wotembenuka ndikuwongolera kugwiritsa ntchito bwino ndalama zotsatsa.
  3. Owerenga a Lookalike: Malo ochezera a pa Intaneti amagwiritsa ntchito AI kupeza ndi kulunjika kwa ogwiritsa ntchito atsopano omwe amafanana ndi makasitomala omwe alipo, kukulitsa kufikira ndi mwayi wapamwamba wa ROI yabwino.

Zida Zopangira ROI

  1. A/B Testing Automation: Makina a AI amatha okha Mayeso a A / B zotsatsa zosiyanasiyana, kuyambira pazithunzi mpaka kukopera, ndikudziwitsani kuti ndi mitundu iti yomwe imagwira bwino kwambiri kuyendetsa ROI.
  2. Kugawa Bajeti: Zida zoyendetsedwa ndi AI zimatha kusintha momwe ndalama zimagwiritsidwira ntchito potsatsa pamasamba ochezera komanso makampeni kuti akulitse ROI.
  3. Kukhathamiritsa Kwa Kukhathamiritsa: Powunika kuyanjana kwa ogwiritsa ntchito komwe kungapangitse kuti atembenuke, AI ikhoza kuthandizira kukonza mafoni kuti achitepo kanthu ndi zinthu zina.

Mavuto ndi Kuganizira

  1. Zazinsinsi za Data: Ndi malamulo okhwima achinsinsi a data, ogulitsa amayenera kusanja makonda anu ndi zinsinsi za ogula.
  2. AI Transparency: Kumvetsetsa momwe AI imapangira zisankho ndikofunikira kuti zitsimikizike kuti zochita zokha zimagwirizana ndi makonda ndi zolinga.
  3. Kuyang'anira Anthu: Ngakhale AI imatha kugwira ntchito zambiri, kuyang'anira anthu kumakhalabe kofunika kwambiri kuti apereke chitsogozo chopanga komanso malingaliro abwino.

Kuphatikiza AI m'mapulatifomu ochezera a pa Intaneti kumathandizira kutsata zolondola, kugwiritsa ntchito bwino zotsatsa, komanso zidziwitso zotheka, zonse zomwe zimapangitsa kuti ROI ikhale yabwino. Komabe, kutumizidwa kopambana kumafuna kusakanikirana kwa matekinoloje apamwambawa ndi kuyang'anira mwanzeru kwa anthu. Poyang'ana ma metric oyenerera, kuyika ndalama mu analytics, ndi kugwiritsa ntchito zida zolimba, makampani amatha kukulitsa ROI yawo ndikudzilungamitsa zomwe zikukula pakutsatsa kwapa media.

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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