At the goal line

Thoughts and opinions on sales, marketing, social media, digital content, technology and social business.

Rick Lambert

Recent Posts

Want to Grow Your Business? These Social Media KPIs Can Help!

Posted by Rick Lambert on Tue, Oct 02, 2018


Today, social media is a marketing necessity for every business. Today's customers want to engage with their favourite companies and social media is the way to connect with them.

Did You Know? Globally there are 2.56 billion mobile social media users which equals to a whopping 34% penetration; with 1 million new and active mobile social users joining in every day. (Source: WeAreSocial) 

The question for businesses today is “how do you make sure that your efforts are reaching your target audience and having an impact?” The answer can be found by analyzing your data. Analytics track who interacts with your content, where they come from, and how long they engage. Understanding “Key Performance Indicators” or KPIs can help you to tweak your campaigns to better reach your target market with the information they're seeking and grow your business.

KPIs go much farther than simply tracking the number of “likes” or “shares” of your content. Here are some important KPIs to watch:

  • Follower Count – Checking total followers and fans on each platform is the most obvious way to determine reach. 
  • Impressions – This one is complicated, but seeing how many times your posts showed up on a timeline or newsfeed indicates how many times people “could” connect with your brand. A higher number is better.
  • Web Traffic – The amount of traffic to your site is crucial for measuring a social media campaign’s effectiveness. If you see lots of reach and engagement but little-increased traffic, it's time to look at your CTAs.
  • Clicks – Simple way to measure engagement. Clicking on a link is a good indicator someone is likely to convert.
  • Shares – Likes are good, shares are better. It's a sign that readers are willing to recommend your brand to their friends. A good indicator of social proof.
  • Lead Conversion Rate – Indicates how many leads end up buying. Social media efforts should increase this number over time.
  • Cost Per Lead – This metric measures ROI. Social media is effective because it builds relationships and generates authority for your brand. Your CPL should go down over time if your efforts are successful.

These are only a few examples of KPIs to track. The data you choose to analyze depends on your business needs. Effectively using analytics to track social media reach and engagement can help you to grow your business. 

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Tags: small and medium businesses, KPI, social media goals

3 Powerful Reasons Why Your Business Needs to Blog

Posted by Rick Lambert on Fri, Aug 31, 2018

You may have seen other companies’ blogs on their websites and wondered if your company should have a blog too. The short answer is yes! Blogs can be a valuable addition to your website for many reasons.

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Tags: small and medium businesses, blogging

Storytelling Tips for Marketers and Sales Professionals

Posted by Rick Lambert on Tue, Jul 31, 2018

Today, online marketing has created a super informed buyer that may need to know more than just features and price to buy from you.  Consumers are savvy and aren't interested in being “sold.” They seek information and are looking for solutions. Old school sales pitches tend to focus on the seller – their company, capabilities and the accolades they've received. If you want to increase your sales, ditch the pitch and tell prospects your story.

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Tags: small and medium businesses, best practices for sales success

5 Reasons You Need to Take Your Vacation Time

Posted by Rick Lambert on Fri, Jun 29, 2018

The word “vacation” conjures images of sandy beaches and time spent relaxing, but for many of us vacation remains a dream rather than a reality. In 2017, workers used less than half of their paid vacation time, amounting to 212 million days of vacation time lost. This trend is hurting us, both personally and professionally.

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Tags: small and medium businesses

Why Salespeople Can't Afford to Not Have an Online Presence

Posted by Rick Lambert on Mon, May 28, 2018

Thanks to the Internet, consumers are more informed than ever before when making a purchase decision. The most successful salespeople understand that today's consumers have access to a wealth of information at their fingertips and are creating an online presence to meet prospective customers where they are: social media.  

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Tags: social media goals, social media engagement, best practices for sales success, social media leads

Which Social Media Platform is Best for Your Business?

Posted by Rick Lambert on Tue, Apr 10, 2018

If your business has limited capital and manpower, social media can provide a cost-effective means for getting your message out to promote your brand with the right audience. 

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Tags: social media goals, social media, social media engagement

6 Updates to Make to Your LinkedIn Profile in 2018

Posted by Rick Lambert on Fri, Feb 23, 2018

The start of a new year offers a clean slate and provides the perfect opportunity to establish personal and professional goals. Remember if, you’re looking at your customers on LinkedIn, chances are they are looking at you too!

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Tags: linkedin

Why is Online Sales Training so BIG in 2018?

Posted by Rick Lambert on Tue, Jan 23, 2018


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Tags: online sales training

3 Must-Haves in Your 2018 Digital Marketing Plan

Posted by Rick Lambert on Mon, Nov 20, 2017

As 2018 fast approaches, many of us are keeping our eyes peeled for the next big digital marketing trend to produce measurable business results and gain a competitive advantage. The true beauty of digital marketing is the fact that it is constantly evolving which presents new opportunities for early adopters.

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Tags: digital marketing

How to Define and Implement Social Media Goals for Your Business

Posted by Rick Lambert on Tue, Oct 31, 2017
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Tags: social media goals

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