Statistics in Analytics Are Not Everything in Content and Communications
Ok. Now I have your attention. Numbers in analytics do matter, but they are not the only measure of success. Stats only tell have the story. To truly judge the success of communication, look at the impact it has in people’s lives.
The communications industries crunch numbers as much as anyone else. Engagement is measured on social media. Unique page views are monitored in Google Analytics. Conversions are evaluated in e-commerce. Quantitative graphs are being valued over the qualitative evidence of a great message.
Target a Niche Audience, Not the Whole World
Campaigns and publications are now more niche than they used to be. New web sites and social media advertisements can be targeted towards particular demographics in small geographic spaces, even limiting relevance to specific interest groups in age brackets. The audience that is attracted to a published message, be it a crowd or loyal small gathering, is the audience that is supposed to see what you wrote.
Online Information Overload
The whole world does not have to see everything in the online media space. There is so much content out there. Nobody has time to read through everything. Not everyone will be interested in everything. I have reached the point of spending entire sessions, sometimes ten to fifteen minutes, just tidying my email inbox and deleting the junk.
The Radicati Group reported that, “In 2015, the number of emails sent and received per day total over 205 billion. This figure is expected to grow at an average annual rate of 3% over the next four years, reaching over 246 billion by the end of 2019.” This organisation’s estimate of emails per individual is alarming, “In 2015, the number of business emails sent and received per user per day totals 122 emails per day. This figure continues to show growth and is expected to average 126 messages sent and received per business user by the end of 2019.” We receive too much information.
People need a break. Don’t get offended if 50% of email recipients did not open the email. It is not the only one they got in the day. They have other things to do. It does not mean the audience does not like your brand. It means your brand’s audience may other concerns at the same time.
Potential Audiences are Smaller Than They May Appear
Less potential viewers exist than may be assumed. It is very difficult to actually target the whole world in a message. Facebook had, “1.18 billion daily active users on average for September 2016.” There are around 7 and a half billion people in the population of the world. So approximately a seventh of the world is on Facebook. The social media giant claims, “Approximately 84.9% of our daily active users are outside the US and Canada.” So for Aussies and anyone in a non-American or non-Canadian country, geographic targeting will need to ignore roughly 15% of the people on Facebook.
Next, a post would have to only target the people who are interested in the topic. One example is that frilly feminine fashion will be instantly irrelevant to not only men, but also tomboy women. Stop panicking that an online page does not have millions of followers. Those millions of human beings may not need to see it, but a loyal few hundred of thousand will be thankful to be reached. Then again, numbers aren’t so important.
Celebrate the Sensible Statistics
Show some gratitude for the people who are attracted to messages from your publication or campaign. Get over any hangups that there aren’t enough people. It is better to treat each individual customer or follower with care, than to treat human beings as just a number.
Then put the dedication into your work, that will result in a quality output. Viewers will see how they can benefit by reading or hearing what you have to say. Then they will want more. Yes, SEO and other techniques can help in attracting audiences. However, quality content should be useful before it can be viral. Good luck.