becoming a customer in the long run.
Metrics used to measure traffic driven to a link include profile visitors, social
media contribution for overall digital traffic, bounce rate to measure quality,
and clicks made on social media links. Since Instagram does not allow links
on posts, profiles are limited to placing links only on the bio. There are third
party tools available that let users direct link traffic to a menu with multiple
links. These tools also include analytics to measure the destination and
quality of traffic gained from Instagram.
Generate leads
Lead generation is a prerequisite for brands selling a product or service with a
long sales process. The price of these items is often at the higher range and,
therefore, potential customers require a longer time for making a decision.
Generating a lead requires the business to obtain an individual’s contact
information, usually a name and an e-mail. There are some that make do with
gaining the information from a person’s social media account. But this
approach is dependent on the person’s access on the platform and how long
the platform will last. On the other hand, a person’s e-mail generally stays in
use regardless of how many social media accounts its owner terminates.
Metrics used to measure this goal include the personal information collected
from traffic coming from social media. It also measures the number of
downloads from traffic coming from the same channel or those that signed up
from social media. It also checks the click-through rates of links in organic
posts, boosted posts, and paid ads that lead to the landing page or gated
content. Lastly, it measures the quality of leads taken from social media by
comparing the number of conversions from the number of leads generated.
Increase conversions
Conversions are followers that sign-up for blog subscriptions or become
paying customers. Social media usually only gets involved with creating
conversions when a brand does not have a sales funnel set in its digital
marketing strategy. The traffic is a mix of organic from a brand’s followers in
a platform and of paid from targeted ads on the same platform.
However, some brands also use social media as a source of traffic for their
sales funnel. These brands are often those that have high-ticket products that
require leads to stay in the funnel for a longer time to convert. Because this