Since its founding in 2011, Sprout Social has worked with more than 150 brands and seen growth in organizations ranging from small businesses to global brands. The marketing performance management platform helps businesses grow through better marketing techniques, more engaged employees, and expanded networks.

The platform offers tools to monitor and analyze marketing performance across different social media platforms, such as Facebook, Twitter, and Instagram, and digital platforms, such as Google search, YouTube, and Tumblr.

Based on your business goals, you can map out a plan to integrate these tools into your workflow and set up automated reporting to analyze performance. For instance, you might want to track the number of leads generated from each campaign in order to prioritize your spend and analyze the effectiveness of your marketing efforts.

Growth through Marketing Automation

With the right systems in place, marketing effort can be streamlined and productivity increased. Marketing automation tools remove the drudgery from typical marketing tasks — analyzing campaigns and tracking results — and allow marketers to focus on creativity and strategy.

Sprout Social automates the repetitive tasks in marketing, allowing businesses to focus on the more important tasks of cultivating a brand, attracting customers, and retaining them throughout the customer lifecycle.

Grow Your Audience Through Search Engine Optimization (SEO)

SEO is the process of improving a website’s ranking in search results through the use of key words and phrases in its content. A well-optimized website will be more visible to potential customers and earn more Google impressions — and, ultimately, more clicks and leads.

To be found in the search results, a website must have impeccable SEO. At Sprout Social we’ve helped our clients’ reach the top of the search results page and maintained their top positions for many years. Our in-house SEO experts analyze competitors’ websites and perform keyword research to determine the most effective SEO strategies for our clients. We then develop an optimization plan with measurable results.

SEO isn’t an exact science and can vary from project to project. However, the general guidelines are always the same: focus on important keywords, avoid keyword stuffing, and ensure that you’re using the right variations of those keywords throughout your content.

Attracting and retaining customers through content marketing

As a business owner or marketer, you’re always seeking to increase the engagement of your audience with the content you produce. But how do you go about doing this?

One of the most effective ways to engage with your audience and encourage them to take action — such as making a purchase or subscribing to your newsletter — is through content marketing.

You create content to attract and retain customers. This content might be in the form of an email marketing piece, a product review, or a blog post. The content could be online (such as on social media) or in print (such as in magazines or newspapers).

When performing SEO for a client, we often advise clients to take their time in creating content. In other words, don’t rush into writing that product review or getting the next Tweet out. Instead, take the time to research and develop your content into something informative and, hopefully, entertaining. Using content marketing to grow your audience and establish yourself as an expert in your industry can prove to be more effective and have longer-lasting results than constantly trying to increase your social media presence.

Boost Your Brand’s Online Presence Through Pay-Per-Click Advertising

Though organic search is still the most popular search engine method, cost-per-click (CPC) advertising has surged in popularity in recent years. With CPC advertising, you pay only for the clicks you receive. So, if someone clicks on your ad and makes a purchase or signs up for your newsletter, you’ll pay nothing.

CPC is a popular choice for business owners and marketers who want to quickly increase their online presence. To take advantage of this trend, create a landing page on your website with a call to action such as a sign up form or a product purchase button. Then, display ads on various sites and social media platforms that are related to your niche. When a user clicks on your ad, they will be directed to your landing page.

It’s important to note that not all paid advertising will have the same effect as regular CPC advertising. To ensure the best possible results from your paid advertising efforts, set a budget and target audience and measure the performance of each campaign.

Manage Your Marketing Performance Through Social Media Analytics

While we recommend creating content to attract and retain customers, we also know that not every decision can be measured.

Often, businesses will see spectacular results from a marketing activity — such as a new customer, an increase in revenue, or improved brand awareness — without necessarily having a clear idea of how these results were achieved.

One way to find out is through social media analytics. The analytics will tell you how many impressions, interactions, and subscribers your content generated, as well as identify the type of content that is most effective for your target audience. This way, you can prioritize your efforts and know what content is working and what content you should avoid.

Final Takeaway

Sprout Social is the go-to platform for marketers who want to optimize their efforts, track the results of their campaigns, and analyze the effectiveness of their marketing strategies.

With the right systems in place, marketing can be reduced to a science and the results of your campaigns closely tracked and analyzed. Plus, you can grow your audience through search engine optimization, attract and retain customers through content marketing, and boost your brand’s online presence through pay-per-click advertising.

By implementing these three pillars of marketing — SEO, content marketing, and PPC — into your strategy, you can improve your business’ overall performance and grow your audience, conversion, and revenue.