How to Track Engagement with Marketing Automation

How are your prospects interacting with the content on your website? How many views does your average e-book get? What types of social media posts do your followers most appreciate?

If you’re investing time and resources into your marketing initiatives, but operating blindly when it comes to engagement levels, there’s a good chance you’re wasting a significant amount of time and money. Learning how to trackengagement is the first step towards learning how to improve engagement, and luckily, today’s tools can help. Let’s explore a few of the ways that marketing automation can provide insights into the ways that people engage with your brand — and check out a few useful resources that can help you delve deeper.

Host your content.

Content is one of the most important ways in which you interact with prospects and customers, but it’s also one of the most time-consuming aspects of your marketing. Don’t wind up investing hours on content with no real understanding of how it’s performing; go into each piece with a clear strategy, defined goals, and a plan for measuring engagement.

Marketing automation allows you to host content files directly within your platform, and see at a glance how many people viewed and downloaded. Downloads will also be pulled into a prospect’s comprehensive profile, allowing you to see how the prospect progresses through the sales cycle, and helping you make sure that you’re creating the right content to help them along the journey. Ultimately, you can even begin to understand how your content is influencing purchasing decisions, and tweak your strategy accordingly. Having trouble decoding content metrics or deciding what to measure? Check out our post, 14 Content Marketing KPIs You Should Be Tracking, for a quick overview.

Track your social interactions.

Social media isn’t just about connecting with your customers; it can—and should—be a measurable effort. Social posting features in marketing automation don’t just allow you to schedule out postings in advance (although that can be a huge timesaver!); they also allow you to see how your followers interact with your posts. Even if you aren’t quite ready to invest in more advanced tools like Social Studio to manage and understand how your audience is interacting with your brand on social media, you can use some basic engagement metrics to start improving your approach. Check out our Beginner’s Guide to Making Social Media Measurable to learn how.

Create custom redirects.

Custom redirects allow you to track…well, pretty much anything you want. By creating a shortened custom redirect, you can see how (and who) is interacting with your content regardless of where you place it. Use them to compare engagement levels for the same piece of content on several different marketing channels, or to contrast the relative success of several different calls to action—the possibilities are endless. Check out our post, 5 More Uses for Custom Redirects, for ideas on how to get creative with these shortened URLs.

Ready to start improving these engagement levels? We surveyed over 400 people on issues of engagement: the ways in which they engage with brands, why, and how it ultimately influences their purchase decisions. And we came across some interesting patterns when it comes to brand engagement and the motivations for consumers to become a subscriber, fan, or follower of a brand. Check out 5 Engagement Questions—Answered for the most significant findings from our survey, and use these insights to revisit your own engagement strategy.

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Authored by: Molly Hoffmeister