One of the main pillars of your marketing strategy is measuring objectives. By tracking these metrics, you can anticipate progress toward achieving your goals and objectives. While likes, shares, and retweets are elements you should consider, you should give greater importance to the strategic and content plan you will implement and to the company\'s objectives. To begin measuring, you need to follow these four fundamental steps and, in the process, measure ROI (Return on Investment).

Define objectives

These depend directly on the business strategy. Examples include increasing user or customer satisfaction, generating visits to the point of sale, increasing sales, positioning a new product, generating online purchases, among others.

Establish KPIs

With a clear objective, define what needs to be done to achieve it. Examples: positive mentions on social media, reviews on TripAdvisor, web traffic, interactions on product posts, Google searches.

Specify goals

These must be realistic and achievable. Examples: four TripAdvisor reviews per month, 20% increase in website visits each month, 500 positive mentions in two months, 30 total sales of the new product.

Analyze and Act

Define measurement timelines, the person responsible for this analysis, and take action based on the results. If the goals are achieved or not, analyze why to identify what benefits or harms the brand. Digital marketing, although much cheaper than traditional marketing, is not free, and you should make the most of your company\'s investment.