Marketers like to use buzz words that can confuse the uninitiated. It makes them sound smart and can be used to confuse clients. Defiant take the opposite approach. The better you understand the virtual marketplace, the more you can appreciate the work being done on your behalf. Marketing successfully online means dealing predominantly with 2 main data metrics, post engagement and post reach. With Data surpassing fossil fuel as the most lucrative market to work in, its important to understand what these metrics mean.
Post Reach is simply how many accounts your posts are reaching. None of the above pages have reached 1000 followers yet so it could be expected that with no digital marketing, the reach would not exceed the follower size. As shown above, Defiant clients can expect an average of 10 times the reach of its native following.
Post Engagement counts how many times the page posts were interacted with. This includes Likes, Shares, Comments on the page itself as well as individual posts. Post engagement directly affects the post reach. it terms of data analysis, these metrics fall within the same scope because they affect each other. If engagement drops, this will affect the pages reach as a lack of page interaction means accounts outside of the following wont see an active page garnering user engagement.
Engagement and Reach can drop when a page is inactive, which is why regular posting to your social channels is so important. That being said, regular posting alone wont work if the posts don’t produce solid engagement. Keeping on top of the latest trends in social media is important to keep the content creation fresh and engaging.
If these metrics cant be built organically, it may be time to look at paid social advertising. Ads can be tailored to the needs of the business to quickly build the reach and engagement. With another UK Covid Lockdown coming to an end, its imperative that your digital audience is primed for any announcements you may need to make as and when new situations develop.
Defiant clients always continue to grow online. Even in the current uncertain times for my hospitality clients, when they are operating their businesses at a reduced level, the growth and reach continue to grow, ready to exploit any upcoming changes.
Defiant Media & Marketing 