tom martin case study
DESCRIPTION
In order to promote and sell his book, The Invisible Sale, Tom Martin needed a way to maximize the effectiveness of social media, and where to apply his limited resourcesTRANSCRIPT
For B2B Social Marketing ProfessionalsTom Martin Customer Case Study
A Social Media Epiphany
Tom Martin, author of The Invisible Sale, decided to use Oktopost to promote his book via social marketing
While tracking the analytics of his social campaigns, Tom made an astounding discovery...
Tom Martin: Professional Background
• Over 20 years of experience in the advertising business, helping clients turn conversations into sales
• Globally recognized speaker and blogger
• Founder of Converse Digital, a digital marketing strategy agency
• Author of the book, The Invisible Sale
Tom needed to conduct large-scale social media distribution to promote his book
Oktopost revolutionizes the way B2B marketers use social media today.
(Tom Martin, author of The Invisible Sale)
Tom’s Invisible Challenge
Only one person (Tom) to execute all of the social marketing for the book
Unrealistic to manually post across all networks, including LinkedIn Groups
Difficult to accurately monitor and measure ROI of social media efforts
Tools like HootSuite and Sprout Social were more effective for “listening”, but not for large-scale distribution
Post valuable content for marketing purposes across all social networks
Leverage the power of LinkedIn Discussion Groups on a large-scale
Run the entire social media strategy by himself by means of a platform
Gain a thorough understanding of the effectiveness of his social marketing
The Problem Tom’s Solution
Tom sought the ability to use social
media for both marketing and
selling, with limited time and resources
Oktopost: The Visible Solution
The first platform that enables you to execute large-scale distribution to LinkedIn Discussion Groups
Robust engagement features, such as a single Social Inbox that lets you respond to comments on any post
Analytical data that lets users identify which Discussion Groups most effectively drive engagement
The only platform that tracks and measures the real business value of social media activities
Dominate LinkedIn Discussion Groups
With Oktopost, Tom was able to take a single piece of content and post it on a multitude of LinkedIn Discussion Groups, giving him access to tens of thousands of potential leads.
Powerful Content Distribution
Cost-Effective Resource Allocation
Using the Social Analytics Dashboard, Tom tracked clicks and conversions to understand which social networks generated the most sales, and then divided his resources accordingly
Making the Invisible, Visible
Tom could see precisely which campaign a specific lead came from
He gained deep insight into the true business value of his social marketing and social selling activities
Tom was able to assess what type of content - and which social network, delivered the highest ROI
Oktopost: Designed for B2B Content Marketing
By discerning between clicks and conversions, he intelligently allocated resources solely to the social networks that generated sales
Using Oktopost, Tom promoted and sold his book through social media without having to waste considerable time and money
Extensive Social Analytics for All Campaigns
Oktopost provided Tom with the
broadest view of KPI analytics for all of his social media activities
Think Beyond the Click
The book launch campaign was a resounding success:58 conversions and 18,271 clicks on posts
But do clicks tell the whole story…?
22% Conversion
.03071% Conversion
What to Measure: Clicks or Conversions?
At first glance it appears that Facebook was the most effective social network.A single Facebook post had 3,256 clicks!
However, clicks didn’t provide Tom with the full picture of what drives his results.
Conversions Drive Marketing Success
LinkedIn had fewer clicks, but provided a significantly higher conversion rate
22% Conversion Rate
0.031% Conversion Rate
When looking at conversions, everything changes…
Key Takeaways
A Click isn’t EverythingOnly looking at clicks can lead to inaccurately measuring the effectiveness of your campaigns, causing you to place your focus on social networks that don’t actually increase ROI
Conversions Tell the StoryBy seeing which networks and discussion groups converted the highest, you can understand where to apply your limited time and resources
LinkedIn: A Social Selling PowerhouseFor his social marketing and social selling needs, Tom understood that LinkedIn provided the greatest opportunity for success. He was able to take this realization and focus his attentions on the right places and drive sales for his book.
Oktopost helped Tom save time, reach an expansive target audience, and understand the
effectiveness of his social activities.
Find out more about how Oktopost can help you
Thanks!
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