The Reach of Your Digital communications
Column #itSAMarketingThing 5: Knowing the scope and reach of your digital tools.
The chronicle of different and low-cost marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket of the Marketing Blog.
Know the reach of your digital tools
Whether you’re looking for partnerships or business relationships, or whether you’re looking to measure the value of your business in the first few months of its life when it’s difficult to have data and statistics, it’s only natural to wonder about the reach of our digital business tools.
While statistics allow us to know visitor habits, what about the reach of our content, and how it distributes information, such as social media, subscription emails, employee communications emails, and other quantifiable means of virtual disclosure?
I would like to inform you of the procedure I follow when accounting for the digital reach of a media.
Budget: $0; This involves making a list of all the means we use to circulate information about our products and services, establishing how many items have been sent and how many people can see or read the document.
Of course, it’s easy to visit the stats sections of all of the company’s social media and check the reports for the number of plays, clicks, and views (which is commonly referred to as the reach of social). As well as the number of subscribers to our mailing lists and the number of email opens.
Tip: For entrepreneurs who are just starting the communication process of the company, and for people who are starting a new social media, in order to monitor the progress, I recommend putting the information in an Excel file, which is easy afterwards to make comparisons and do an annual check to see the highlights of the year.
Tools: Here is an example of an Excel file used for W+M with dummy data for the first quarter. The compilation is done for the number of visits to the website, social media, and Facebook or META ads. You may notice paying advertisements were made in the month of March, which is what explains a large number in the total reach of the Facebook media for the month of March that does not come from normal posts.
Example of an Excel doc with fictitious reach and impression stats.
There are several automated reports that will give you more information on terms and ways to calculate your reach, depending on your type of business and your prospects.
Of course, a company that bases its turnover on the scope of its communications will need to have detailed reports adding partnerships and their respective scopes, promotions and advertising displays in specialized media, etc. Moreover, for people who need to draw statistics from the reach of partnerships, I advise you to keep a separate section in your reach compilation tables for each partnership or promotion, so that we will know exactly who brings in what.
Advertising
Conclusion
I conclude this column by inviting you to visit the Sales section and discover the reach and the impact of the first few months of the W+M social media.
I'll leave sources here for more information:
Contenu sur les médias sociaux : les métriques à analyser pour votre stratégie from Maxence Pezzetta for My Little Big Web. (French article: Social Media Content: Metrics to Analyze for Your Strategy).
Comment mesurer la portée médiatique de vos campagnes RP ? from Paul-Louis Valat for Meltwater. Written in 2020 and still very relevant. (French article: How to measure the media reach of your PR campaigns?)
Apprenez à calculer et à améliorer le reach marketing de vos messages publicitaires from Sendpulse. (French article: Learn how to calculate and improve the marketing reach of your advertising messages).
Hope it helps!
Best,
Jeff
Cr Images and production: W+M Services
Blog Tags
Websites - creation, management and design
I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
Follow the content of the marketing blog and participate in the articles by commenting, with respect, on the content of the site, intended for Quebec companies operating in the digital market.
The digital marketing chronicle dedicated to startups, SME and entrepreneurs. Promote a business and disclose a company’s administrative information on the web.