Social media roi, asap

transcript

Video or photo

B2B Social Media Marketing, Sales & ROI

Susan CatoDigital Strategist

@susancatosusancato.com

The Social Media Perception Problem

Overwhelmed by “experts”

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%

% 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

Thank You