social media roi, asap
Post on 21-Jan-2015
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B2B Social Media Marketing, Sales & ROI
Susan CatoDigital Strategist
@susancatosusancato.com
The Social Media Perception Problem
Overwhelmed by “experts”
Myths
B2B vs B2C
Relationship-based sales
Most of us are reacting to social media,
Rather than being more proactive and going after specific goals and targets
Social Media ROI Is not measured enough, especially by B2B marketers
Only 2 out of 5 B2B marketers now measure the ROI of social media.
(Hubspot)
Value of Social Media
• Expanded Audience/Reach
• Increased brand awareness
• Increased website traffic• Improved discoverability• Better customer insights• Lead Generation
• Sales and other key conversions
• Talent acquisition• Product development• Reduced costs for other
core processes
Practical Approach
• Bring value with content and knowledge• Build reach• Share links• Generate leads• Increase sales• Measure performance• Tweak and repeat
Content = LinksLinks = ReachReach = Leads
Leads = Sales
Using content & knowledge as a marketing asset
60% of the SALES CYCLE is over Before a buyer talks to your salesperson.
(Corporate Executive Board)
You are a
SubjectMatterExpert
You know your audience best
Business 2 Business = People 2 People
B2B = P2P
Building Reach
Blogs: The single most important inbound marketing tool
• B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B)
• When asked to rank the importance of the services they use, 25% of users rated their company blog as critical to their business, while a further 56% considered them either important (34%) or useful (22%)” for a total of 81%. (Marketing Charts)
Blogs and customer acquisition
Increased frequency of blogging correlates with increased customer acquisition. (Marketing Charts)
> than 1x per day 1x per month < 1x per month0%
10%20%30%40%50%60%70%80%90%
100%
% of bloggers who acquire customers via blog activity
Make your company an industry superhero
Link Sharing
Pop Quiz
The shelf life of a social media link is?
Link sharing
60%30%
10%Links to 3rd party articles & content
Links to company articles & content
Direct links to landing pages
CTAs everywhere
Landing Pages
Links, Reach & SEO
• SEO-driven leads have the highest lead-to-close rate (15%) among common lead generation sources. Paid search leads average a 7% rate, while outbound marketing leads (e.g., direct mail, telemarketing) close at a 2% rate. (Econsultancy)
• B2b marketers believe social media is critical to organic search success. Marketers rate social media as the second-most important factor (64%) in search, behind only strong content (82%). (BtoB Magazine)
• 57% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Mindjumpers)
LinkedIn for Leads
• Among B2B Companies, LinkedIn is the most effective social network for generating leads, with 65% of those using LinkedIn having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%). (Marketing Charts)
• LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs. Yet only 47% of b2b marketers say they are actively using LinkedIn vs. 90% on Facebook. (Social Media B2B)
Monitoring & ListeningIndustry Content
Analytics & Performance
Brand Mentions, Interactions, Customer Service
Content Dashboard
Analytics
Engagement, Mentions, CRM
Measure, learn, improve …and repeat
B2B Social Media has ROI
Calculating ROI
Total Lifetime Value – Cost of Customer Acquisition= ROI (%)
Cost of Customer Acquisition
First- vs Last-Action Attribution
Social Media for Sales
• One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes. (Social Media B2B)
• Top executives need to be involved in social media. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. 94% said C-suite social media participation enhances a brand image. And 82% of employees say they trust a company more when the CEO and leadership team communicate via social media. (eMarketer)
ROI should be measured alongside other benefits for a complete understanding of
impact and value.
Social media is just
one of several strategies within the
entire marketing & sales ecosystem
Combine Efforts & Amplify
Social: Mobile
• 4.8 billion people now own mobile phones. Just 4.2 billion own a toothbrush. (Mindjumpers)
• Mobile commerce is projected to ten-fold from 2010 ($3 billion) to 2016 ($31 billion). (TMGmedia)
• While three-quarters of B2B marketers are aware of the growing importance of mobile devices, only 23% rate mobile search as either “important” or “critical” to their search marketing objectives. (BtoB Magazine)
Social media marketing is an investment,
…not an expense.
Make it right for you
• Organize your content around customer needs and pain-points
• Implement strategies and tactics that support your objectives
• Use a blog• CTA’s everywhere• Measure, learn and improve
Tools & Resources
• Hubspot Website Grader http://www.websitegrader.com/
• Hubspot: http://www.hubspot.com/• Argyle Social: http://www.argylesocial.com• Radian6: http://www.radian6.com/• Sprout Social: http://www.sproutsocial.com
Tools & Resources
• Altimeter Report: Social media ROI Cookbook: http://www.web-strategist.com/blog/2012/07/24/altimeter-report-social-media-roi-cookbook/
• 72 Social media marketing facts and statistics for 2012: http://www.business2community.com/social-media/72-fascinating-social-media-marketing-facts-and-statistics-for-2012-0229237
Q&A
Thank You
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