by Karen Petrauskas | Nov 6, 2025
How to Measure What Actually Matters in Social Media Marketing
Come on, reality check – you’re spending hours creating content, engaging with your audience, and showing up consistently on social media. But here’s the question: Is it actually working?
If you’ve ever felt frustrated trying to prove the value of your social media efforts, we hear you. Many business owners find themselves caught in the trap of celebrating likes and followers while their bank account tells a different story.
It’s time for an ROI reality check.
Let’s cut through the noise and focus on measuring what actually matters for your business growth.
Why Vanity Metrics Are Holding You Back
We’ve all been there, getting excited about hitting 1,000 followers or seeing a post get 50 likes. These numbers feel good, but the truth is that vanity metrics don’t pay the bills.
Likes, followers, and impressions are called vanity metrics for a reason. They look impressive on paper, but they don’t tell you whether your social media marketing is contributing to your bottom line.
Think about it this way: Would you rather have 10,000 followers who never buy from you, or 500 engaged followers who regularly become customers? The answer is obvious when you put it like that.
What Social Media ROI Actually Means
Social media ROI (Return on Investment) is the measure of how much value you’re getting from the time, money, and effort you invest in your social media marketing.
The basic formula is simple:
ROI = (Revenue from social media – Cost of social media marketing) ÷ Cost of social media marketing × 100
But here’s where it gets interesting. Revenue isn’t always immediate or directly trackable. Sometimes social media contributes to your business in ways that don’t show up as an instant sale, and that’s okay, as long as you know how to measure it properly.
The Metrics That Actually Matter
Let’s take a look at the numbers which genuinely impact your business growth. These are the metrics worth tracking:
1. Conversion Rate
This is the percentage of people who take a desired action after engaging with your social media content. That action might be:
- Filling out a contact form
- Signing up for your email list
- Downloading a resource
- Making a purchase
- Booking a consultation
How to track it: Use UTM parameters in your social media links and monitor conversions in Google Analytics. Most social platforms also offer native conversion tracking through their business tools.
2. Click-Through Rate (CTR)
CTR measures how many people click on your links compared to how many see your content. A high CTR means your content is compelling enough to drive action.
What’s a good CTR? Industry averages vary, but for organic social media posts, anything above 1-2% is solid. For paid ads, aim for 2-5% or higher depending on your platform.
3. Cost Per Lead (CPL)
If you are running paid social media campaigns, the CPL tells you how much you are spending to acquire each new lead.
How to calculate it: Total ad spend ÷ Number of leads generated
This metric helps you understand whether your social media advertising is cost-effective compared to other marketing channels.
4. Customer Acquisition Cost (CAC)
CAC takes it one step further by showing you how much it costs to acquire an actual paying customer through social media.
How to calculate it: Total social media marketing costs ÷ Number of new customers acquired
Compare this to your customer lifetime value (CLV) to ensure you’re profitable.
In reality, the customer lifetime value should sit at least 3 times your customer Acquisition cost.
5. Engagement Rate
While engagement alone isn’t enough, quality engagement matters. Look at:
- Comments (especially meaningful conversations)
- Shares and saves
- Direct messages and enquiries
- Time spent on your content
How to calculate engagement rate: (Total engagements ÷ Total followers) × 100
A strong engagement rate indicates you’re building relationships, not just broadcasting messages.
6. Website Traffic from Social Media
How many people are visiting your website from your social media channels? More importantly, what are they doing once they get there?
Track these details:
- Which social platforms drive the most traffic
- Which pages visitors land on
- How long they stay on your site
- What actions they take (bounce rate, pages per session)
7. Lead Quality and Sales Attribution
Not all leads are created equal. Track where your highest-quality leads come from and which social media efforts contribute to actual sales.
Use multi-touch attribution to understand how social media fits into your customer journey. Often, social media plays a crucial role in awareness and consideration, even if the final conversion happens elsewhere.
Want to dig deeper? We can walk you through it.
Practical Tools for Tracking Social Media ROI
You don’t need expensive software to start measuring effectively. Here are practical tools to get you started:
Free Tools:
Google Analytics: Essential for tracking website traffic, conversions, and user behaviour from social media
Native Platform Analytics: Facebook Insights, Instagram Insights, LinkedIn Analytics, and Twitter Analytics all provide valuable data
UTM Parameters: Create trackable links using Google’s Campaign URL Builder
Paid Tools (Worth Considering):
Hootsuite or Social Pilot: Social media management with built-in analytics
Sprout Social: Comprehensive reporting and ROI tracking
HubSpot: Full marketing automation with social media ROI capabilities
How to Set Up Your Tracking System
Ready to implement proper ROI tracking? Follow these steps:
Step 1: Define Your Goals
What does success look like for your business? Be specific:
- Generate 10 qualified leads per month
- Drive 500 website visits from social media
- Achieve £5,000 in trackable revenue from social campaigns
Step 2: Set Up Conversion Tracking
Install tracking pixels from your social platforms on your website.
Set up goals in Google Analytics for key actions (form submissions, purchases, downloads).
Step 3: Create a Tracking Spreadsheet
Document your monthly metrics in one place:
- Total social media costs (time + money)
- Website traffic from each platform
- Leads generated
- Conversions and revenue
- Calculate your ROI
Step 4: Review and Adjust Monthly
Set aside time each month to review your numbers. Ask yourself:
- Which platforms are delivering the best ROI?
- Which content types drive the most conversions?
- Where should you invest more time and resources?
- What’s not working and should be cut?
The Reality of Social Media ROI
Here’s something important to remember: social media ROI isn’t always immediate. Building trust, awareness, and relationships takes time. Some of your best customers might follow you for months before they’re ready to buy.
That’s why tracking the full customer journey matters. Use CRM systems or simple spreadsheets to note how customers first discovered you. You might be surprised how many say “I’ve been following you on Instagram for ages!”
Making ROI Work for Your Business
The goal isn’t to become a data analyst, it’s to make informed decisions that grow your business.
Start with the basics:
- Track website traffic from social media
- Monitor lead generation
- Calculate your basic ROI monthly
- Adjust your strategy based on what the numbers tell you
Remember, the best social media strategy is one that delivers real business results, not just impressive-looking numbers that don’t translate to growth. Once you know what’s working, learn how to create social media content that converts.
Your Next Steps
Stop guessing whether your social media marketing is working. Start measuring what matters:
- Set up Google Analytics if you haven’t already
- Create trackable links for your social media posts
- Define 3-5 key metrics you’ll track monthly
- Schedule a monthly ROI review in your calendar
Social media marketing should contribute to your business growth in measurable ways. When you focus on the right metrics, you’ll have the clarity and confidence to invest your time and budget where it actually makes a difference.
Need help creating a social media strategy that delivers measurable ROI? That’s exactly what we do at KJP Creative. Let’s talk about how we can help you turn your social media presence into a genuine business asset.
by Karen Petrauskas | Jun 30, 2025
How to Stand Out and Grow Online
In today’s digital world, people don’t just buy products, they buy into people. That’s why personal branding is one of the most powerful tools small business owners can use to grow their business, build trust, and stand out in a crowded market.
Whether you’re a solo entrepreneur or the face of a growing brand, your personal brand is what sets you apart. It’s how people connect with you, remember you, and decide to do business with you.
Let’s explore how to build a personal brand that feels authentic, builds real connections, and helps your business thrive.
🌟 What Is Personal Branding (and Why It Matters)?
Personal branding is how you present yourself to the world, online and offline. It’s your voice, your values, your story, and how you show up consistently across platforms.
For small business owners, your personal brand is often the first impression people get. It’s what makes your business feel human and relatable.
Why it matters?
- Builds trust and credibility
- Helps you attract the right audience
- Makes your business more memorable
- Opens doors to new opportunities (collabs, media, speaking gigs)
💬 Be Real, Authenticity Wins
People want to connect with real people, not polished perfection. Being authentic means showing up as yourself, sharing your journey, and being honest about the ups and downs.
Try this…
- Share behind-the-scenes moments
- Talk about your “why” and what drives you
- Let your personality shine in your content
- Don’t be afraid to show the messy middle
- Authenticity builds emotional connection. And connection builds loyalty.
🤝 Build Relationships, Not Just Reach
It’s easy to get caught up in numbers, followers, likes, views. But real growth comes from real relationships.
Focus on…
- Starting conversations, not just posting
- Replying to comments and DMs
- Asking your audience questions
- Showing appreciation to your community
- When people feel seen and heard, they stick around, and they tell others about you.
🎯 Know What Makes You Different
Your personal brand should highlight what makes you you. What do you bring to the table that others don’t?
Ask yourself…
- What do my customers love most about working with me?
- What values guide my business?
- What’s my unique story or perspective?
- Once you know your unique value, weave it into everything, from your Instagram bio to your website copy.
📖 Tell Your Story
Storytelling is one of the most powerful tools in branding. It helps people understand who you are and why you do what you do.
Share stories like…
- How you started your business
- A challenge you overcame
- A customer success story
- A moment that shaped your mission
- Make your audience the hero. Show how your product or service helps them solve a problem or reach a goal.
🧩 Stay Consistent
Consistency builds trust. When your message, tone, and visuals are aligned, people know what to expect, and that builds confidence in your brand.
Tips for staying consistent…
- Use the same profile photo and bio across platforms
- Stick to a clear brand voice (fun, professional, bold, whatever fits you)
- Create a simple brand style guide (colours, fonts, tone)
- Plan your content in advance so your message stays on track
📈 Show Up and Stay Visible
You don’t need to be everywhere, but you do need to show up regularly where your audience is.
Ways to stay visible…
- Post consistently on your main platform
- Show your face in Stories or Reels
- Share value-packed tips, insights, or behind-the-scenes content
- Collaborate with others in your niche
- The more people see you, the more they remember you, and the more they trust you.
✨ Final Thoughts
Your personal brand is your superpower. It’s what makes your business feel human, relatable, and trustworthy. You don’t need to be perfect, you just need to be you, consistently.
Start small. Pick one platform. Share one story. Connect with one person. Over time, those small steps build a brand that people love, and a business that grows.
If you’re not sure how to make the shift necessary to get your branding on track, reach out and let’s talk.
In the meantime, why not download our FREE Social Media Checklist – Don’t Forget the Basics, to get you thinking over your social media channels.
Speak soon!
by Karen Petrauskas | May 16, 2025
Not seeing the right results on social media? It maybe time to up your content game!
Here’s your complete guide to creating content that actually converts – SIX actionable tips for social media content creation: Boost engagement, increase followers, grow your business.
Struggling to make an impact with your social media presence? Be assured that you are not alone, it’s a common problem but easily fixed by focusing on a good content strategy.
And that’s why we’ve compiled a quick snapshot of proven strategies which can transform average posts into engaging content that drives real results.
Let’s dive straight into our actionable tips that will help you stop wasting time on content that doesn’t perform and start creating effective content that connects.
From crafting headlines that make the thumbs stop scrolling, to sharing behind-the-scenes stories, these strategies will make your social media content creation process both enjoyable and impactful.
For more insights on effective content marketing, check out our helpful guide.
Key elements for creating winning content:
#1 Headline magic – the art of first impressions
• craft concise, impactful headlines under 60 characters
• incorporate emotional words which are powerful (discover, transform, unlock)
• make crystal-clear promises and deliver on them
• test different headline formats to see what works best
#2 Content pillars – building your foundation
• establish 3-5 core topics that define your expertise
• maintain message consistency across all platforms
• create content that reflects your brand values
• develop a content calendar around these pillars
• regular audit to ensure alignment with goals
#3 Emotional connection – building authentic relationships
• write in a conversational, friendly tone
• share personal experiences and lessons learned
• include customer success stories
• use everyday examples your audience can relate to
• show vulnerability when appropriate
• create two-way conversations with your audience
#4 Visual appeal – creating scroll-stopping content
• design a consistent visual brand identity
• create reusable templates for efficiency
• choose a signature colour palette
• use high-quality images and graphics
• incorporate branded elements consistently
• optimise visuals for each platform
#5 Writing tips – crafting engaging copy
• open with an attention-grabbing hook
• use short paragraphs and bullet points
• include relevant statistics and data
• add subheadings for easy scanning
• incorporate strategic keywords
• end with compelling calls-to-action
• use platform-specific formatting
#6 Advanced strategies:
• leverage user-generated content
• create platform-specific content
• use storytelling techniques
• incorporate trending topics
• optimise posting times
• engage with comments promptly
• track and analyse performance metrics
Here’s what we’ve learned over the years: creating converting content isn’t about complex formulas or secret techniques – it’s about deeply understanding your audience and consistently delivering value that resonates with them.
If you really want to see growth in your business and up your social media presence and game, start implementing these proven strategies NOW to watch your engagement shift up a gear.
Remember: truly effective content creates an emotional response, encourages sharing, and leaves a lasting impression on your audience.
We’ve found this great informative post too – check it out!
Now, it’s time to put the tips into practise and take your social media strategy to the next level…
If you need personalised guidance for your social media journey, we’re here to help. Simply get in touch to start a conversation. We offer a free 15 minute consultation to see if we’d be a good match for each other – so you’ve got nothing to lose and everything to gain!
In the meantime, download our FREE social media checklist to ensure you’re covering all the basics across your social media platforms. Speak soon!
by Karen Petrauskas | Feb 20, 2025
–> Frustrated on social media not working for your business?
–> Seeing everyone else share success story after success story?
–> Spending hours on social media but seeing little return?
You’re not alone.
Many small business owners feel like they must be everywhere online: posting daily, showing up on every platform, and keeping up with trends. But here’s the thing: More time online doesn’t always mean more results.
Let’s fix that.
Why Being Everywhere Isn’t the Answer
It’s tempting to think that the more social media platforms you are on, the better. But spreading yourself too thin means:
- Inconsistent posting
- Rushed, low-quality content
- No time to engage with your audience
- Feeling overwhelmed (and exhausted!)
The solution? Less but better.
Focus on one or two platforms where your audience is most active and commit to showing up there with purpose.
Identify Your Highest-Impact Platforms
Not sure where to focus your efforts? Start here:
1) Check your analytics
Where are your website visitors coming from?
Which platforms are driving engagement?
2) Know your audience
Who are you trying to reach?
Professionals? Instagram might not be for you.
Visual shoppers? LinkedIn might not be the best fit.
3) Look at competitors
Where are businesses like yours showing up?
What’s working for them?
4) Think about your strengths
Love writing?
LinkedIn or a blog might be best.
Prefer video? Focus on Instagram Reels or TikTok.
Your ideal platform is where your audience spends time AND where you can create content that feels natural to you.
A Simple Test & Measure Strategy to Stay on Track
Once you’ve chosen your platforms, the key is tracking results and adjusting. Here’s how:
1) Post consistently for 4-6 weeks
No need for daily posting, just regular, high-quality content.
2) Track engagement
Which posts are getting the most likes, comments, and shares?
3) Measure conversions
Are people clicking through to your website, booking calls, or making purchases?
4) Tweak & refine
Drop what’s not working, double down on what is. Social media should work for your business, not just look good.
Building a Marketing Strategy for Success
A strong social media presence starts with a well-thought-out marketing strategy. Here’s how to create a strategy that drives results:
1) Set Clear Goals
What do you want to achieve? More brand awareness, leads, or sales? Be specific.
2) Know Your Audience
Who are they? What do they need? What type of content resonates with them?
3) Create a Content Plan
Decide on key themes and formats (videos, blogs, graphics) that align with your brand and audience.
4) Track & Analyse
Use insights from each platform to understand what’s working and refine your approach over time.
5) Stay Flexible
Trends change, algorithms shift. Be ready to adjust your strategy and try new approaches.
A successful strategy isn’t about doing more, it’s about doing the right things, consistently.
The Power of Focused Marketing
When you focus your efforts, social media becomes less of a chore and more of a strategic tool. Instead of burning out trying to do it all, you will:
- Save time and energy
- Build a stronger connection with your audience
- See better engagement and business results
Your time is valuable. Use it wisely.
If you’re looking for a guiding hand in creating a marketing strategy that is built on your business goals and objective, we’d love to chat. Get in touch and let’s have a conversation.
by Karen Petrauskas | Jan 13, 2025
New year, new goals. Kickstarting your success
Happy new year! We hope you’ve enjoyed a wonderful Christmas and had fun bringing in the new year…. But now it’s time to get serious and start creating a strategy to enable results throughout the coming year.
– Are you ready?
– Are you committed?
Let’s begin.
>> Be clear on your goals
This is so important.
You wouldn’t jump in a car and drive for 2 hours without knowing what direction you were going in or without a destination in mind. The same goes for your marketing.
Write down 4 goals you want to achieve this year, no matter how big or small, and have these as targets to attain to.
If these goals are big ambitions (which is great), split them up. You could focus on one a quarter.
> Make a marketing plan
In order to reach your goals, there needs to be a plan. Just like the driving – you’d fill up with fuel, get the car ready and have your sat nav ready to direct.
Look at your goals and create steps and stages to be able to meet each one of them.
They don’t have to be fulfilled in one go, each step is a step closer to achievement.
> Know your audience
Not everyone is your ‘ideal’ target. How much time could you waste creating content and having conversations with the wrong people?
Make sure that your content and social media posts have your audience in mind.
Step in their shoes and speak their language. Understanding them gives insight into the types of things they want to see.
>> Take action
Planning and preparation are all essential stages, but when this is ready, it’s time to execute. It can be daunting if you’re unsure or just starting out, it can feel overwhelming or out of your comfort zone – but without taking action, you’ll not be taking the steps needed to see the results laid out in your plans.
If you’re overwhelmed, take it slowly. Consistency is more important that quantity. If you can only manage one post a week, stick to that, but make sure that you’re giving everything to make that one post stand out.
Finding a way that works for you is important. As we start a new year, it’s always a great time to reassess and try something new. Get yourself a planner, or a notepad, or an app on your laptop – whatever it takes to be able to plan and execute.
One of the most important steps to the puzzle is measurement.
Once you’ve started on all the above, ensure that you measure what’s working – and what’s not – in order to move closer to your goals. A strategy can be adapted, it’s a working document that helps steer you, but you can never plan for the unknown, so if something isn’t quite right, shift and adapt and keep going. Measure all that you do and make changes where necessary.
This year is going to be a great year. It’s a year where you can start with a clear and fresh perspective and a year where you can be confident that you’re going to see results. With the right tools, mindset and support network, anything is reachable.
Believe and achieve!
If you want to get ahead in your marketing or social media strategy, book a call to see if we’d be a good fit to help. Speak soon!
