Things To Know Online

Posted on September 28th, 2012, 5:57

According to a new report by the Aberdeen Group, on an average 17% of B2B companies generate leads from social media channels. The same report also says that close to 60% of the surveyed companies expand their lead generation activity through social media marketing.

In today's economy, B2B companies are increasingly using social media to engage prospects and create a lasting impression. Basically, B2B social media can be used to:
  • Share company news updates and expertise
  • Understand the needs of existing consumers
  • And, to eventually, engage prospects

Monitoring success of the B2B social media campaigns on a consistent basis is very important. Marketers need to generate weekly and monthly reports for social media responses generated in different networks. By integrating CRM systems with marketing automation solutions, markteres can effectively track URLs that are posted in the different sites and also generate analytics on a scheduled basis. This includes, monitoring Facebook likes, Twitter followers, LinkedIn group member additions, etc.

Today, even social media sites provide smart solutions to monitor day to day activities and updates. Using the analytics they provide marketers can identify channels which generate high responses. It can also be used to monitor how the competitors are using their social media channels and respond immediately to queries and comments.

The analytics obtained through monitoring social campaigns can be used to generate social media marketing metrics. Some of the common metrics could include:
  • Number of posts, Number of responses, Number of inbound links, Conversion rates.
  • Number of followers, Number of follower’s followers, Number of groups affiliated to, Number of times the company page shows in search results, Conversion rates.
  • Number of Likes, Number of Fans, Profile of members, Number of links shared/clicked, Conversion rates.
  • Number of Tweets, Number of followers, Number of inbound links, Conversion rates.
  • Number of videos viewed, Number of times viewed, Number of subscribers, Number of inbound links, Rank in search pages.

However, the common metrics applicable for any social network would be based on connections gained, interactions made, referrals acquired and profiles of group members/connections. Another important metric that can be derived is how active and passionate the social community is to spread your word further.

Therefore, by leveraging on the benefits of social media marketing campaigns, B2B marketers can effectively work on their lead generation and lead nurturing efforts and enjoy speedy ROI as well.

Also read on - lead management, marketing automation
By Josephmax, in: General