Published on March 22, 2021
You spend a lot of time and energy on your social networks, so it’s important to monitor them to make sure you’re getting good return on your investment.
Since Facebook’s algorithm collects practical data about your page’s followers and their actions, it’s a good idea to get into the habit of monitoring this information regularly. To help you save time and be more efficient, we have identified the five most relevant KPIs for a veterinary practice. And we even explain how to take advantage of them!
5 key performance indicators to help you meet your goals
You’re probably already familiar with the basics of an effective digital marketing strategy on Facebook and you’ve likely already set clear goals, such as boosting your visibility (as well as your number of followers) or engaging more with your community. Or maybe you’re more interested in increasing traffic to your website?
What’s important now is to make sure the results of the actions you implement to achieve your goals are worth the effort. You can find most of the data you need to establish your KPIs in the Insights section of your Facebook account.
1. Follower count and growth
What is it? This is a global indicator of the number of your followers that can tell you more about your page’s performance when compared with the number of followers lost. This number measures the evolution of your community over a specific period. It is found in the “Followers” tab of the “Insights” menu.
Why? It gives you information on the reach of your page and the growth of your fan base. In an ideal world, your audience should always be growing.
Tip
Unfollowing is part of the digital reality, which is why it’s important to promote your page on an ongoing basis so that the gain in followers offsets any loss of followers.
- If you notice a more pronounced rise or drop in the number of your followers at certain times, you can check whether a particular type of content (such as a live event or infographic) is driving these patterns.
- This indicator makes it easier for you to replicate content that works… and rethink anything that isn’t working so well!
2. Engagement rate
What is it? This metric measures the interactions of users with your content and includes the number of likes, shares, comments or clicks on links generated by your posts. It is displayed under “Post Engagements” in the “Overview” section of your page. Generally, an engagement rate of between 3 and 7% is considered good.
- Anything above these figures is a sign your followers love your posts!
- Anything below means it’s time to rethink the content posted in order to engage your followers more fully.
Why? This is one of the most significant indicators, since the active engagement of your followers is what builds a real community and ultimately fosters a more loyal client base. Engagement with your posts is a metric you can’t ignore, because a follower who sees one of your posts in their news feed does not necessarily engage with it. It is through their interaction with your content that they truly engage with your veterinary clinic.
Tip As we’ve mentioned before, high-quality content that responds to the needs of your target audience is the key to a successful digital presence. Without being overly scientific or straying too far from our four-legged friends, your posts should generate a positive reaction in users and drive them to interact with you.
Don’t forget to continuously improve your content in order to maintain the virtual relationship with your clients. By posting new content regularly, you remind them that you’re there for them, which is just as important as providing quality service in the clinic.
3. Post reach
What is it? The number of times your post appeared in the news feed of your followers. This metric can be found under “Post Reach” in the “Overview” section.
Why? Reach gives you valuable information on the impact your content is having on your audience. It determines how Facebook perceives the quality of your page. To obtain this data, the algorithm looks at whether your page is active, if there are negative comments and if it is generating interaction. The higher your ranking, the more people you reach, thereby boosting your visibility and credibility in the eyes of users.
Tip By increasing the rate of your followers’ engagement with your organic content, you will also expand your reach! To boost the visibility of your content for both current and potential followers, you can boost your posts with a very reasonable advertising budget. What is it? A conversion occurs when your target audience completes an action corresponding to goals set by you, such as opening your website, clicking on your phone number, or clicking on a call-to-action button to sign up for your newsletter or make an online purchase. Every time a Facebook user takes any one of these actions, they generate a conversion. The number of conversions can be found in the “Actions on Page” section of the “Insights” menu. Why? This metric allows you to capture the concrete impact of your digital presence, as well as to confirm that your social media actions are meeting your objectives. It’s an important tool in the context of an omnichannel strategy such as “brick and click.” Tip By creating and sharing high-quality content, you can convince more of your followers to visit your website, purchase your products or contact you. To avoid losing them along the way, consider adding clear call-to-action buttons in your posts (buy, subscribe, etc.). What is it? More qualitative than quantitative, this indicator is related to the comments and ratings (out of five stars) left on the page of your veterinary practice. Why? Just like on Google, potential clients refer to this section to help them choose their veterinary practice. With this in mind, a glowing portrait of your team can only work to your advantage! Tip Get into the habit of verbally encouraging your clients to take the time to review you on Facebook (and why not on Google while they’re at it?). You can even organize friendly contests between your team members to see who can get the most clients to leave a comment over a given period! In the event of negative feedback (unfortunately, that sometimes happens!), interact with the client to resolve the situation. Not only will you demonstrate your transparency and commitment to customer satisfaction to other users, but you will also improve the negative commenter’s initial experience – a win-win situation! There’s no doubt that managing comments can be a bit of a headache. So, to make your team’s life easier, we’ve come up with a feedback management diagram that you can display near your workstation as a guide. A healthy social media presence requires regular maintenance. Fortunately, your partners at CDMV are here to help you meet the challenges you face, no matter what they are!
4. Conversions
5. Reviews
