How do you track your content marketing results?
Most people track platform stats: Likes, comments, shares, subs, opens. But few track actual leads.
Why? Because perfect marketing attribution is not just an unsolved problem, it’s actually unsolvable.
To know for sure that your marketing is working on a buyer, you’d have to be able to peer inside a buyer. Into their mind and decision-making process.
Which would be so invasive as to backfire.
So we have to be content with only finding out if our marketing worked when it’s “too late.” Because trying to know too early takes us down the wrong path.
It incentivizes adjusting, changing, and spinning around in circles trying to game a number you have next to no control over.
Because the number of Likes you get on your LinkedIn posts has nothing to do with the number of leads you get.
And getting no response on a post does not mean you’ve gotten a no as a response. It might actually be an invisible yes coming your way, just without an external signal.
My most popular posts on LinkedIn, ever, each received hundreds of thousands of impressions. And you know what they got me? A handful of spam bot followers.
My least popular posts have gotten me real newsletter subscribers.
Because to get a ton of impressions all you have to do is create some short-form videos about some trending topic and the algorithm will shove it into everyone’s feeds.
But if you want people to subscribe to your newsletter, you’ll need to include a link in your post, which LinkedIn will downrank. But at least it allows the few people who do see it to actually do something with it.
So if your business is growing and you’re getting leads, conversations, DMs from your content, stop worrying about the numbers other people see.
And focus on what they don’t see, and you can’t see:
The buyers currently deciding to work with you, because you gave them content they cared about.
Kelford Inc. is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.