Do you keep a record of the new website users originated from various internet sources & reach your target web pages? What do you think about such sources? Would you like to switch your digital marketing & social media efforts to these sources? Of course, you must. Giving more emphasis to the active channels of marketing messaging & user interaction could be a masterstroke for improving website traffic & search engine ranking that you can play out. Social media marketing helps you in multiple ways to enhance your online presence & popularity.
User research is a crucial part of social media marketing as we find millions of active user groups discussing a specific product, service, or brand together. Following the corresponding features, we can execute a potential marketing campaign to specify our user preferences & analyze the market trend effectively. Attribution modeling is one of those social media marketing features that provide for your market research goals innovatively.
Through this post we want you to get a comprehensive insight into the attribution models that could assist you in creating a potential website promotion strategy for the future. The main components of our discussion are going to be:
- Meaning & Significance of Attribution Modeling
- Relationship Between Attribution Models & Social Media
- Suggested Foremost Attribution Models
- How to Implement Social Media Attribution Models?
- Conclusion of Study
Before moving on to the learning segment, here’s an introduction to our marketing services. We’re eGoodMedia and we’re a renowned internet marketing company operating in Seattle & Vancouver. We’ve assisted many emerging & experienced business owners with their online promotion goals & objectives. You can reach our Social Media Monitoring & Content Optimization experts anytime for dedicated support & guidance!
Meaning & Significance of Attribution Modeling
The user interaction with your brand on various social media platforms is very important to be evaluated. There are only two outcomes of such interactions. Either they lead to a buying decision or an ordinary discussion. The user may also come back with a buying decision, however, the chances are fewer. Your responsibility is to inspect the interaction points that lead to a considerable purchase. And Attribution Modeling assists you with such operations.
It serves the idea of the origin of the user. If you don’t know where the user comes from, you can’t execute a promotional strategy with that source in mind. It is your opportunity to enhance your social media messaging & marketing messaging efforts. Attribution modeling answers these 3 questions the enthusiastic webmasters & marketers have:
- What interactions did the user go through before making a purchase?
- How did the user come to know about your brand?
- What are the pre-purchase actions & experiences of the users?
When you know about the initial source that encouraged your target users to come to a purchase decision you can make your future marketing strategies accordingly. Attribution models specify if your social media marketing strategy is working fine or not. You can further make changes to your planning & techniques for better ROI against your marketing investment.
At eGoodMedia we strive to make essential alterations to your social media strategy timely. We believe that online marketing is the engine to your business plans & goals, your online products & services. Hence you can reach out to our skilled Social Media & Search Optimization experts to grab your opportunities for better online recognition & development!
Relation Between Attribution Model & Social Media
The foundation of the relationship between the attribution model & social media marketing is ROI. Though most social media platforms don’t charge you anything for posting & marketing messaging publically, you get to see another picture while executing your social media ads. You have to spend corresponding time & efforts and a specified amount of money to place your ads. Hence you can’t overlook the ROI generated out of your social marketing campaigns.
You have to specify if the social marketing measures you’re implying provides effectively for your online development or not. When you know about the interactions your target visitors are going through before a purchase decision you can easily enhance your ROI by introducing corresponding alterations to your social media marketing efforts.
To make it practically understandable, let’s take an example of a social marketing funnel. The funnel generally consists of the following stages: User Awareness, Consideration, Conversion, Customer Loyalty & Advocacy. The work of the attribution model is to specify whatever happens in the Awareness & Consideration phase that leads the user to the conversation state. Users won’t get to a buying decision so easily especially through an online channel.
Hence there are varieties of social media attribution models you can use to draw varied results. eGoodMedia can assist you in finding your ideal social media attributes for better marketing outcomes in the future. Let us know your social media marketing progress or plans & we’ll figure out the pinpoints where you need essential improvements. Share your concern with our experienced Search Marketing & Social Media Marketing professionals for considerable results!!
Foremost Social Media Attribution Models to Apply
Social media attribution can be classified into 3 essential models. The models differ on the basis of the different sources that encourage your target users to visit you. Let’s get a detailed overview of such sources & other factors affecting the ergonomy of the attribution model categories we’ve got:
1. First Touch Attribution
First Touch Attribution addresses the very first conversation or interaction the user experiences related to your target products & purchase page. First touch attribution takes place in two scenarios- First, when the user is already looking for a specific product, Second, when the user accidentally finds a social media post or ad interesting. That’s where the buyer’s journey starts. Let’s understand this with an example:
Mike wants to purchase a piece of wireless earphones. He gradually came to find a social media post that addresses a stunning piece of wireless earphones. Now the story begins. This social media post raised a sensation over Mike’s mind that may or may not lead him to an ultimate purchase decision. He can go through various comments, product descriptions & specifications before making a decision.
However, when Mike makes a decision to proceed, the Attribution Model credits the interaction as a considerable one. We call it the First Touch. There are other segments of the buyer’s journey the user’s still going to pass through.
2. Last Touch Attribution
You can better conclude the nature of this model from its name. It is simply the opposite of the First Touch Attribution. It considers the last user interaction before the product purchase. The user hasn’t purchased the item yet. However, he wants to visit the purchase page for ultimate action. Let’s consider the previous scenario to understand this approach.
Mike likes the earphone & proceed to the link provided along with the post. He wants to know about the product in detail. There could be a possibility that he skips out of the link soon, however, that’s your chance to approach Mike further. Social media starts suggesting other wireless earphone varieties & brands associated with your eCommerce website through social ads. Mike will probably click on one of those ads & reach the Sign-Up Page to link to a newsletter. And your work is done.
When a user signs up to your eCommerce store, you can update him or her on various products & services you introduce for user convenience over time. Moreover, there are very high chances that the user can go for a potential purchase after signing up. Coming to the conclusion, Mike’s Interaction that leads him to the Sign Up page here is credited as Last Touch Attribute by the Social Attribution Model.
3. Multi-Touch Attribution
This sort of social attribution model essentially represents multiple sources of sensation that together encourage users for a potential buying decision. Though outcomes of multi-touch attribution models are comparatively more challenging to evaluate, they represent a comprehensive picture of your social media marketing efforts. As such, we’ve got 3 sub-models or approaches to evaluate the collective outcome of your multi-touch attribution operation:
U Shaped Model
The U Shaped Model pays equal emphasis to the First Touch & Last Touch Attribution. Additionally, it represents all the user interactions in-between. From Social Media Post to Sign Up Page, there could be other user interaction points that encourage Mike for a buying decision.
The linear multi-touch model digs deeper into the preference you give to the potential interaction points. It suggests you pay attention to each & every big or small interaction point that contributed to the user conversion for your website product or service. It will encourage you to go for a comprehensive social marketing strategy in the future.
The model is used to credit different interaction points in different tones. It helps you to figure out the most important, medium & least important interaction points for further consideration. In this way, you can set your social media marketing campaign on a priority basis. You can decide what interaction points are most important & least important to be maintained & modified over time.
So these are the popular social media attribution models you can approach for your marketing campaign. They deliver different sorts of information for different requirements. You have to make sure what kind of user research data is going to stimulate your business operations.
At eGoodMedia we suggest different marketing research strategies for your business model that could enhance your knowledge about your target visitors & purchase trend. Let us evaluate the key aspects that resist your social marketing initiatives & digital marketing efforts. We’re an Award-Winning Social Media Monitoring & Online Marketing Company serving potential business setups around the West Coast!
How to Implement Social Media Attribution Models?
The approaching step is the most important one, to imply what we’ve learned so far. Addressing varied social media interaction points for a specified user could be challenging. Even more challenging can be creating a report for multiple users as such. Social media platforms consist of millions of users & consumer groups who gather for the exchange of personal & public thoughts regarding products, places, services & worldwide topics.
The rest of the thing associates with your business objectives & marketing model. We suggest you insure your priorities & prerequisites ahead of time before getting started with your social media marketing campaign for the same. Here are the guidelines you can follow while setting up your social media attribution strategy:
1. Decide on your Social Media Aim
Social media marketing is a separate digital marketing module that requires dedicated attention & expertise for running corresponding promotional operations. It even acquires separate departments for specialized operations. However, it’s a part of digital marketing and ultimately serves your search engine recognition & website traffic. Therefore, you have to pre-determine your social media marketing aim for better implementation of your first social attribute. Here are the leading aspects you can consider while setting up your social media aim:
- Purchase for your target products & services
- Email Signups through your social media handles
- Registration for an online course or corresponding service through demo
- Promote contact form inquiries through your social media sources
- Downloads & installation of free programs & tools and so on
Your website is your prime mentor. It will suggest to you what social media marketing goals you can accomplish for better social media & search engine recognition. This way you can also specify the major user prerequisites & issues you can resolve through your social media marketing practices!
2. Monitor your Social Media Attributes
Here’s the time for tools & instruments. We’re talking about tracking your social media conversion performance. You have created a post or a social media ad for your Facebook or Instagram handle. Now you must track the user behavior on a regular basis regarding your target product or service. There are ample tools available on the internet providing free as well as premium tracking services in this context. One of the best & free sources we’d recommend is Google Analytics. To track your potential conversions you can simply:
- Create an account on Google Analytics
- Submit your website URL for indexing
- Visit Google Analytics Dashboard
- Go to “Acquisition”
- Then proceed to the option of “Social”
- Reach out to the “Conversions”
For in-depth information, you can also use UTM Tracker that provides a comprehensive insight into the interaction points your attribution model gives corresponding credit to. Abbreviated as Urchin Tracking Modules (UTM), the tool assists you with adding tags at the end of a specified URL & consequently helps you to track the source from where the user comes. You can further make use of the Facebook Attribution Tool if focused on a specified social marketing campaign.
3. Approach Vanity URLs
Link Shortening Tools are very important for you to approach potential traffic for your social media ads or posts. You can essentially attach your company name to your preferred social media links for better visibility & recognition. The user can easily recognize your website name if done shopping on your website earlier. Moreover, information seekers also find it easier to interact with another website content you’ve introduced to your social media handle. Product descriptions can better determine such a situation.
Link Shortening tools also enhance user traffic as they’re compact & very easy to be recognized. You can further track your social marketing campaign performance by embedding these links into your social tracking tools. You can place such links for indexing in Google Analytics & figure out the performance of your specific website pages for future planning.
4. Conduct User Surveys
Surveys are generally conducted in the form of questions. A number of companies conduct social media surveys to know the potential sources that encourage users for a purchase decision. You can also conduct such social surveys to know about the user concerns & issues related to your target product or service. The most important part of the survey is to analyze where the user came to know about your product. It is not mandatory that the source would always be a social media post. There could be a YouTube Channel, a Quora Suggestion, or a TV Advertisement addressing your leading product. You can track them all smartly.
Social media surveys generally address the following elements:
- The user choices
- The user taste & preferences
- A product line with varieties of products
- User’s first touch interaction
- User’s last interaction point
- User’s multi-interaction points
- Users buying or purchase decision
You can make modifications to your social attribution models for future outcomes better with this approach. A social media marketing campaign that you’ve created is not going to remain the same in the long run. As your business model grows & your priorities change your digital marketing strategies also have to undergo corresponding alterations. That’s the first rule of perfection.
5. Use Attribution Data
Another important approach is to make use of the attribution data available to you. Until you’ve got dedicated experience in your social media marketing practices you’re not able to make use of attribution data. You have to earn it. Data means information that could help you avoid your early mistakes. So better collect it for future operations.
Conclusion of Study
So here we end our journey to the informative quest of social media attribution modeling. We hope we helped you get a detailed insight into the subject & gave you a better perspective for your future social marketing campaigns. With eGoodMedia you can learn more about your digital marketing potential & opportunities. We’re a renowned Social Marketing & Website SEO Company based in Vancouver supporting aspiring business personnel like you. Share your concern with us today!!