Your social media and website aren’t just brand awareness tools—they should be driving engagement, lead generation, and conversions. But too often, businesses track vanity metrics (likes, followers, impressions) instead of real impact metrics that show whether their content strategy is working.
Here’s a checklist for social and web engagement to help you audit and refine content strategy
Are we tracking the right engagement metrics for business impact?
- Are we measuring engagement beyond likes and shares? (i.e., time on page, click-through rates, form fills)
- Which content formats (videos, carousels, infographics, articles) drive the most meaningful engagement?
- Are we segmenting engagement data by audience type? (borrowers, referral partners, industry professionals)
Are we analyzing user behavior on our website?
- Which pages have the highest engagement and lowest bounce rates?
- Are key conversion pages (e.g., mortgage calculators, application pages) getting traffic and interaction?
- Are we tracking drop-off rates in key user flows (from landing page to lead form)?
Are we optimizing social content based on platform-specific performance?
- Are we adjusting content strategies per platform (LinkedIn, Facebook, Instagram, Twitter)?
- Which topics resonate on each platform, and are we doubling down on high-performing content?
- Are we reviewing engagement trends to refine posting frequency and timing?
Are we effectively using retargeting on social and web?
- Are we running remarketing ads for users who engaged but didn’t convert?
- Are we segmenting audiences based on engagement depth (e.g., video watchers vs. site visitors)?
- Are we tracking which remarketing audiences convert best?
Are our lead generation forms working as intended?
- Are form abandonment rates too high?
- Are we optimizing for mobile (especially for loan inquiry forms)?
- Are we testing different form layouts and call-to-actions (CTAs)?
Are we turning engaged users into leads?
- Are we capturing user emails through gated content, quizzes, or newsletter sign-ups?
- Are we offering valuable resources (e.g., rate alerts, mortgage planning tools) in exchange for contact info?
- Are we tracking which content generates the most leads?
Are we analyzing comment sections and direct messages for borrower insights?
- What questions are users asking in comments and DMs?
- Are we using FAQs from engagement insights to refine content strategy?
- Are we tracking common objections and addressing them in future content?
Is our SEO strategy supporting engagement goals?
- Are we ranking for the right mortgage-related keywords?
- Are we creating content that aligns with search intent?
- Are we monitoring which organic search topics bring in the most engaged users?
Are we comparing organic vs. paid content performance?
- Which organic posts are driving the highest engagement and why?
- Are we using top-performing organic posts to inform paid ad strategies?
- Are paid campaigns delivering sustained engagement or just short-term clicks?
Are we translating engagement insights into business actions?
- Are we adjusting content strategy based on high-performing topics?
- Are we optimizing email and nurture campaigns using engagement insights?
- Are we regularly testing new content formats based on audience behavior?
Final Thought:
Content engagement shouldn’t just be about likes and impressions—it should be about converting engaged users into leads and ultimately funded loans.
Use this checklist for social engagement in your next content performance review to ensure your social and web efforts drive real business impact.