This article is a guest post by Melanie Deardorff
Do you wonder if social media marketing efforts for your health and wellness business are paying off? Chances are you do wonder. And if you’re a new business owner like me, you may struggle to think of any new business you can claim for all your Facebook posts, Instagram shares or Pinterest pins.
But I’m not giving up on better defining my social media marketing success, and neither should you. Would you believe very large companies worry about this, too? Yes, we’re in good company. So while it’s great and optimal to be able to tie social media marketing efforts directly to new clients and real-deal dollars, there are other things to measure that will help you feel successful along the way and enable you to see how your social media marketing efforts are paying off.
Well-known management consultant and author Peter Drucker said, “What gets measured, gets managed.” If you’re not tracking and measuring your social media efforts, why not get those nailed down first before worrying too much about how many leads or actual business you’re getting.
Recently, I decided to create a spreadsheet to measure the social media content I produce and some of my online activities for my new business. Later in this post, I’ll share the spreadsheet with you. But first, here’s what I’m tracking in alphabetical (not priority) order:
- blog posts – I’ll track the number of posts I write for my blog. My goal is to write three posts each week.
- blog posts (other) – When I do guest posts for other blogs, I’ll capture them on my spreadsheet.
- blog sign-ups/ebook downloads – When people subscribe to my blog they get a free ebook on how health and wellness pros are using Pinterest successfully.
- blog traffic unique visitors – I use Google Analytics to track this info.
- blog traffic visits – ditto
- clients – I’m tracking business I can tie directly to social media marketing efforts, e.g., a Facebook inquiry that turns into a sale.
- Health and Wellness Bloggers group members – I started this group with a fellow health coach on January 1 2014, and it’s growing very quickly.
- Health and Wellness Bloggers group posts – I try to post at least once a day, with more on the weekends. I regularly like and comment on others’ posts, but there’s too much activity for me to track.
- inquiries about my services – Similar to clients above, I’m tracking how often people ask me via a social channel for info about my products or services.
- Instagram followers – I’m ramping up my activity in this channel and want to actively watch the number of followers for my account.
- Klout score – I recently beefed up my Klout score (a ranking of your influence online) by linking several of my social channels to my account.
- LinkedIn connections – I’ve had my LinkedIn account for years, and I’m a big fan of it for the corporate world. Still trying to figure out what it will do for the newer focus I have on the health and wellness industry.
- Pinterest followers – I’m somewhat of a Pinterest newbie, when it comes to using it for business. But I think the potential for health and wellness pros on Pinterest is big.
- Social Media for Health Coaches group members – This is the more established private group of the two I manage, and I’ll track the number of people who join each month. It’s been growing like crazy lately, and I attribute that to three things: I’m more active on Twitter and the Pinterest ebook and this new blog are getting some attention.
- Social Media for Health Coaches group posts – I post regularly in the group and will document the activity.
- Twitter followers – I’ve spent more time on my Twitter account in the last three months than I have in the last three years, and it’s paying off for me in new followers and, more importantly, several great, new connections.
- Twitter RTs – I’ll track retweets to see how much of my content is shared by other people on Twitter.
As a small business owner (and a brand-new business, at that), this is what I’m measuring right now. As a long-time (long, long time) marketing person, I know I could be doing more … and that my tracking efforts could be more sophisticated. But for me where I am right now, I believe these things are important for me to track.
Whether you’re a health coach, personal trainer, yoga instructor or another health and wellness professional, we have to be in this (using social media) for the long-haul. Think how great it’ll feel when we can look back at our efforts over the past 12 months or longer – and think how organized and compelling the info will be if we track it in a spreadsheet.
Melanie Deardorff is a veteran marketer whose focus has been digital and social media marketing since 2009. Based in the U.S. Midwest but transitioning to more of a digital nomad (work from wherever) lifestyle, Melanie partners with companies of all sizes and industries, including nonprofits. A special passion of hers is helping small companies, including health and wellness-focused businesses, stand out and be authentic online.