Measuring the Most Important Social Media Metrics for Effective Lead Generation

Measuring the Most Important Social Media Metrics for Effective Lead GenerationBy 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.

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Exploring B2B Customer Dynamics the Effective Way through Automation

Exploring B2B Customer Dynamics the Effective Way through AutomationWith millions of businesses that need helping, how can a solutions provider such as yourself navigate through the complexities of your market? How will you be able to draw out those who might develop a strong affinity towards your product? And how can you develop demand generation strategies that can drive a large amount of B2B leads?

The need to understand the B2B buyer is stronger than ever. Perhaps, stronger than the desire to boost one’s sales and generate record revenues. But frankly, we can never separate buyer from revenue. We can never achieve the latter without first understanding the form. So, a few pointers:

A complex community

Getting people to engage is much more complex than we think given that there is no correct marketing model to speak of anymore. Modern technology has changed all that. B2B buyers are now connected in hundreds of different ways. They have mobile phones, wearable devices, and social media accounts. They are exposed to a myriad of information, making it extremely difficult to make your marketing messages stand out and produce their intended effects.

As with every social structure, the business community is for the most part organic. And since no one shares the same mind, B2B solutions providers should be wiser in terms of delivering a diverse set of content tailored to the needs of individual enterprises.

Which leads us to the question: Can you do something to get around this problem? Surprisingly, there is. Delivering personalized content is still very much possible through implementing up to date and efficient marketing automation software.

Don’t panic, it’s automatic

Most businesses express reluctance in applying marketing automation over the fact that it diminishes the “human aspect” of lead generation and appointment setting. But they often overlook the real idea behind automation, which is extensive marketing reach and access to multiple audience touchpoints.

Automation eases the process of segmenting communications based on interest and streamlines distribution, eliminating the possibility of sending emails to the wrong people. This saves money and makes it easier to convert a prospect into an eager customer.

Humanizing the system

With marketing automation software, you can create campaigns that put the B2B buyer above everything else. Quality engagement matters more than anything at present, so implementing an automated system can actually do your business some good. Even better is hiring a lead generation company that has extensive knowledge about the effective implementation of marketing software.

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The 4 External Reasons Why B2B Marketing Campaigns Fail

The 4 External Reasons Why B2B Marketing Campaigns FailWhether we like it or not, B2B companies face the possibility of failing.

There will always be a Damocles sword dangling over the heads of managers. And regardless of what they do for the sake of improving their B2B lead generation and their revenue, the prospect of having one’s skullcap struck by the pointed blade is unavoidable.

Here are some of the so-called external inhibitors to B2B marketing as mentioned in a Business2Community.com article by Ian Dainty:

Economy – Recession

In a recession, no matter how hard or persuasive your marketing is, you cannot get some companies to buy. Usually their clients are not buying from them, and that causes a ripple effect right through the whole economy. You need to adjust your marketing messages and the way you market and sell. You need to ensure you have a strong value proposition.

B2B Competition

All B2B companies have a lot of competition. You know better than me who your fiercest competitors are, and how you can overcome their weaknesses to secure business. If you do not believe you have much competition, simply ask your clients how many different companies contacted them in the past two months.

Client Affairs

There can also be external factors that can affect certain companies or certain markets from buying at a particular time. For example, a while ago there was a disastrous oil spill in the Gulf of Mexico. The company that caused the spill is BP, one of the largest oil companies in the world. You can bet that trying to sell anything to BP at that time, except a sure-proof way of cleaning up oil spills, was probably going to be a long sales cycle.

Government Regulations

As we all know, governments seem to have more and more of a reach within our personal and business affairs, both through taxation and through the different laws enacted in every country or jurisdiction. In Ontario, the Canadian province I live in, for example, all companies become tax collectors for the government. We already collect GST for them with the products we provide, and Ontario companies also collect PST through the new government HST. Now Canada has just passed the Canadian Anti-Spam Legislation (CASL) which can fine any individual up to a $1 million and a company up to $5 million for sending unsolicited emails. This is the toughest anti-spam legislation in any western country.

Basically, you are at the mercy of these factors, but it doesn’t say you can’t do anything to lessen their impact. Thorough analysis of each factor coupled with using the right tools business tools and strategies are vital for keeping you in profit – and so is hiring a lead generation company that knows a lot about keeping businesses efficient and in profit.

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