By Manuel Valles Tellez, Managing Partner, After Interactive
Social media marketing seems to be all the rage by B2C companies that are looking to grow their businesses. Engaging the brand, impressions, views, and shareability seem to be metrics B2C companies look to when measuring ROI. When it comes to B2B social media marketing ROI , there is a different set of metrics companies can use to find out if their strategy is working. What are they? A few of them are:
1. Website Traffic – Your website is your company’s digital store front. When a prospect is searching for services your company may offer, your website is the first place they will visit to determine whether you end up on their short list. Measuring the quantity and quality of traffic from social media sites will help you determine whether your B2B company’s social media efforts are succeeding.
2. Social Media Audience – If your company is correctly targeting individuals with social media, the growth and engagement in the social media will reflect that. However, not all growth is equal. Beware of companies that sell social media followers. If you’re a commercial real estate company targeting real estate executives at Fortune 500 companies, these companies will only deliver fake followers or high school kids who have no interest in your company.
3. Leads – In order for your B2B company to grow, you will need sales leads. Getting these from B2B social marketing is a great way to accomplish this. However, since social media is about building relationships it is never a good idea to expect sales leads from day one. Think of it this way: You wouldn’t sign a contract on the spot at a networking event upon first meeting a servicer provider until you get to know him/her, the service solution, and the company. Why would you expect someone to buy from you immediately from social media without them first knowing who you and your company are?
Other metrics such as impressions are great supporting metrics for measuring B2B social media ROI. However, in the end a good B2B social media strategy will provide an ROI that helps grow your company.
Manuel Valles Tellez is Managing Partner of After Interactive , which is a Dallas-based B2B social media strategy firm. He has years managing the social media presence of large and small B2B organizations garnering measurable results positively effecting the bottom line.
Leave a comment →