Likes and views can show that content is being noticed, but they do not automatically show purchase intent. A useful social strategy connects content to audience needs and a next step.
What businesses should focus on
- Separate awareness metrics from lead and sales metrics
- Create content for different stages of the customer journey
- Use clear offers and relevant landing pages
- Track enquiries with campaign and source information
- Review lead quality with the sales team
Make the next step practical
Use engagement as a diagnostic signal, not the final measure of success. Connect platform reporting with website analytics and actual customer conversations.
Every business has a different audience, operating model and level of digital maturity. Use these recommendations as a starting point, validate them against your own customer journey and prioritise changes that can be measured.