This gapingvoid piece is on my office wall. I look at it every day.
What gets measured... gets done.
That's why so many people struggle with making social media and content marketing work for them. They struggle to create real business results. Because what you measure is what you will chase.
What does that mean? If you look at your Facebook likes more than you look at your referral traffic, you'll gain likes, but not referrals. I'm serious. It's that simple.
If you want to gain more referrals from your social media and content marketing, look at your referrals from social media every single day. And stop looking at your likes so much.
What you measure is what you'll do.
A client of ours, when we first started working with them, was barely getting any traffic from their social media platforms. In a few short months, we increased that by 523%. The absolute numbers are still low, but they're growing. Quickly.
How did we do that? We're marketers. We're writers. We're not "Social Media Experts" or "Gurus" or "Strategists." We look at the numbers that matter, and if they go up, we do more of what's working. If they go down, we try something else. It's grueling, it's difficult, it's frustrating.
But that's what makes it real.
So if you're wondering how to get more traffic from social media: Measure, measure, measure. Adjust. Stop focusing your goals on likes, "engagement," or anything else that doesn't have an obvious and direct relationship to revenue.
Because what you measure is what you'll do.