By the time you decide to delve more into digital marketing, you will be able to tweak your social media campaign for a more effective with your lead generation and appointment setting. Until then, you will have to identify the best solutions for engaging your target audience via platforms like Twitter and LinkedIn.
Now, experienced marketers would suggest implementing a marketing automation software system. Others on the other hand are more pragmatic, experimenting with content mixes to determine which is the most capable of generating high profile leads for sales to pursue.
But regardless of the courses of action to take, it is still essential to gauge certain metrics, since social media relies heavily on numbers to determine its efficiency. Apparently, they are crucial in identifying weaknesses and loopholes in a lead generation campaign, so it would be expedient to focus your attention on these metrics.
The 2015 State of Marketing released by Salesforce presented on the most important social media metrics marketers should focus on this year.
- Social media traffic
- Audience engagement
- Audience growth rate
- Overall brand awareness
- Lead generation
- Visitor frequency
- Conversion rate
- Content quality and relevance
- Measuring sentiment
- Revenue directly attributed to social media
- Organic versus paid search
- Share of voice
According to Salesforce, these key metrics prove to be very helpful in identifying certain aspects of a social campaign that might need improving. But most marketers struggle in interpreting the data upon acquiring them. Such cases require the intervention of expert competencies in data reporting and strategy building.
There are numerous B2B lead generation companies that offer such services covering a multitude of communication channels. Increased qualified leads and revenue generation are only two positive benefits you can gain once you hire one.
You can then rest assured your numbers will always be in the green.