Market Analytics Platform

16 October, 2023

How to measure consideration engagement on social media

Social media for consideration audience engagement focuses on nurturing relationships with your audience members who are in the consideration stage of their buyer’s journey. This involves providing valuable and detailed information about your products or services, addressing their specific needs and pain points, and showcasing how your brand can fulfil those requirements. Your content should be clear, concise, and professional, offering detailed product/service descriptions, comparisons, user testimonials, and expert insights.

Engaging with your audience’s questions, concerns, and comments is vital during this stage, as it helps build trust and guide them towards a decision. Social media becomes a platform for providing in-depth information and demonstrating the unique value your brand brings, ultimately influencing potential customers in their consideration process and driving them closer to conversion.

What social media metrics should I focus on at a consideration stage?

Social media metrics are quantifiable data points used to evaluate the performance and effectiveness of your brand’s presence on social media platforms. When it comes to consideration level audience attraction and engagement, several key metrics should be on your radar.

Click-Through Rate (CTR): CTR measures the percentage of users who clicked on a link in your post, taking them to your website or landing page. It’s crucial for assessing the effectiveness of your content in driving consideration and conversion.

Conversion Rate: This metric tracks the percentage of users who completed a desired action, such as signing up for a newsletter or requesting more information. It reflects how well your content engages and persuades your audience to move closer to a decision.

Lead Generation: Evaluate the number of leads generated through your social media efforts. These can be valuable prospects who have shown interest in your offerings, a significant consideration factor.

Engagement Rate: Measure the level of interaction with your content, including likes, comments, shares, and clicks. A higher engagement rate indicates active audience participation and a growing interest in your brand.

Video Watch Time: If you use video content, track the total watch time and engagement metrics for your videos. Longer watch times indicate a deeper consideration of your content.

Content Downloads: Monitor the number of downloads for resources like e-books, whitepapers, or guides. These materials are often used for in-depth consideration before making a decision.

Clicks on Product/Service Pages: Analyse how many users click through to your product or service pages from social media posts. This shows interest in your offerings.

Audience Segmentation: Segment your audience based on their interests, behaviour, or demographics. This allows you to tailor content for more personalised consideration and engagement.

Social Listening Insights: Utilise social listening tools to track mentions of your brand, products, or industry keywords. This can provide valuable insights into what your audience is discussing and considering.

Time Spent on Site: If you’re driving traffic to your website, analyse how much time users spend exploring your site. Longer sessions may indicate deeper consideration.

Comments and Questions: Pay attention to the comments and questions your audience poses on social media. Addressing these inquiries professionally and promptly can foster consideration.

Shares of In-Depth Content: Track how often your long-form content, such as blog posts or guides, is shared. It indicates that your content is being considered valuable and shareable.

When assessing these metrics, keep in mind that the consideration stage is about nurturing potential customers and guiding them toward a decision. Focus on providing informative, relevant, and helpful content to engage your audience and support their decision-making process. Continuously analyse these metrics to refine your social media strategy and optimise your efforts for consideration and conversion.

What type of content should I be creating for consideration audience?

Creating the right type of content for an audience in the consideration stage of their buyer’s journey is essential for guiding them toward a decision.

Product or Service Guides: Develop detailed guides that explain the features, benefits, and use cases of your products or services. Provide practical information to help potential customers understand how your offerings can address their specific needs.

Comparison Articles: Create content that compares your products or services with competitors’ offerings. Highlight what sets your brand apart and why it’s a better choice for consideration.

Case Studies: Showcase real-life examples of how your products or services have solved problems or delivered results for previous customers. These stories can build trust and provide valuable insights.

Video Demonstrations: Produce videos that demonstrate how your products work or how your services are delivered. Visual demonstrations can be highly persuasive during the consideration phase.

Expert Opinions and Testimonials: Share expert opinions or customer testimonials that emphasise the value and quality of your offerings. Authentic endorsements can influence potential buyers.

FAQs and How-To Guides: Address common questions and concerns potential customers may have. Create clear and concise FAQ pages or how-to guides to assist them in their decision-making process.

Interactive Content: Develop interactive tools or calculators that allow users to see the potential benefits of your products or services based on their specific needs.

Webinars and Tutorials: Host webinars or create tutorial videos that provide in-depth information about using your products or services effectively. These can offer valuable insights for consideration.

Email Drip Campaigns: Implement email sequences that deliver educational content over time, gradually nurturing leads and providing them with the information they need to make a decision.

User-Generated Content: Encourage customers to share their experiences with your products or services through reviews, testimonials, or user-generated content. This builds social proof.

eBooks and Whitepapers: Offer downloadable resources that dive deep into industry topics or challenges that your products or services address. These can be exchanged for contact information, nurturing leads.

Product Demos: Provide live or recorded product demonstrations to give potential customers a first-hand look at how your offerings can meet their needs.

Comparative Pricing Information: Transparently share pricing details or offer price comparison tools to help potential customers assess the cost-effectiveness of your products or services.

Remember to tailor your content to address the specific pain points and interests of your consideration audience. Use a mix of these content types to engage potential customers at different stages of their decision-making process, ultimately guiding them toward choosing your brand.

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