For marketers who rely on analytics to

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Report accurately and make data-driven insights. The best ways to measure dark social are: Customize and format your URLs - Create trackable and short URLs known as UTMs to allow for more accurate tracking. Use social listening - This can help you to track hashtags, keywords and brand mentions that you could miss out on. Make sharing easy - Include trackable sharing buttons for your social networks across your website pages including blogs. Use GA - Use the Conversion Path report and click on the advertising tab to get a snapshot. Then underneath ‘Attribution’ you can click conversion paths to see all the touchpoints for website conversions. Think about mobile - The majority of dark social shares come


from mobile, so make content that’s mobile-friendly and easy to share. Use dark social tools - There are a few tools out there to help you track dark social traffic such as ShareThis and Getsocial. Use lead B2B Email List generation forms - To find out how people found you, include a ‘How did you hear about us?’ question on your lead gen forms. Understanding where your traffic comes from, especially on dark social will help you understand more about your customer and leverage channels you may be underusing or neglecting. Brand Storytelling - Conclusion Storytelling is important because it helps a brand make a connection with customers and prospects. It’s not about pushing a product or service, but giving people a reason for needing that product or service. The most successful storytelling looks to start a conversation and build trust and loyalty. Ultimately,





it’s about fostering a relationship with an individual or community that makes them think of your brand name when they’re looking for a solution that you cater to. It’s also about creating brand advocates that talk about you on social media or dark social so others are compelled to check you out. By thinking about the customer and creating a story around their needs you will build your customer base and drive the performance of your marketing activities. Updated  Tell your own story with the Digital Marketing Institute Level up your digital marketing skills and get an all-important edge on the competition by enrolling in our fully-flexible and industry-renowned Professional Diploma in Digital Marketing. RELATED  lessons digital marketers can take from Taylor Swift’s marketing genius Aviation American Gin: Using humor to lift spirits  Great Examples of User-Generated Content UGC RELATED FREE VIDEO LESSONS .