B2B social media marketing is gradually taking over the world of innovative marketing strategies. The enhanced conversion rate of your business highly depends on the B2B marketing tactics.
Thus, it is crucial to measure B2B social media marketing success to know how your marketing strategy is performing to increase your revenue and bring in new leads. However, it isn’t very easy to measure marketing success properly.
Most businesses depend on the cliché way of marketing measurement by considering the number of likes, comments, followers, and shares. However, it is far beyond these esoteric methods of success measurement. So, here is how you can actually do it.
- Measure the Reach of Your Message
While measuring B2B social media marketing success, you need to evaluate the reach of your message. Success starts with how many people did you manage to reach out to. So, reaching out refers to the impact that your message has created on social media users.
In case your reach is low, then you need to work on your content more. So, often assess how engaging and compelling your social media content is to your audience. Make necessary changes to it if needed.
A better reach will give you a clear understanding of how many people are liking your content and whether it can impact the target audience. Check on your LinkedIn connections, visitors to your blog, followers on Twitter, and likes on your Instagram and Facebook posts. You can manually check these statistics to analyze your reach. Also, you can consider using the analytics reports of social media platforms.
Also, you need to focus more on how people are engaging with your content and how they are contributing to it. Make sure you are not missing out on any of your leads. Deriving all helpful information from the engagements will offer you a better strategy for achieving social media marketing success.
- Consider Engagement through Interaction with People
After measuring the reach of your message, now you need to check how many people are actually interacting with the messages of your brand. Measuring the engagement is going to unlock more information about your B2B social media marketing strategy. User engagement becomes much effective when you create more valuable content on relevant and useful topics. A low engagement level is going to stay ineffective amongst your audience.
Measure the clicks on the links on your social media post. Also, check on the direct messages, tweets, retweets, and mentions. In the case of Facebook and LinkedIn, you need to check the post’s shares and comments. Also, check the comments on your blog post. Keep track of the engagement statistics to measure the improvement of your strategy.
- Measure the Conversion Rate
Conversion rate refers to how many people have actually taken an interest in your post and have turned into your customers. Measuring the business-building impact of your social media marketing gives you a better insight into your leads. Using your website as the hub for your social media posts increases your conversion rate. You only need to link your web page content to your social site posts so that on clicking, users get redirected to your site.
Start with measuring through the number of registrations for your content downloads, form completions for lead generation, online sales, phone-in leads, etc. Keep track of the statistics for conversion rate to measure if your B2B marketing tactics are working effectively or not.
- Define the Necessary Metrics
You need to opt for clearly defining the metrics that you will use for achieving your B2B social media marketing objectives. Start with defining the impression you will create or what you have managed to create with your social media engagements. Moreover, shifting of the buzz in the marketplace will help you to stay aware of the trends. Also, go for assessing the number of social mentions for your brand.
Besides, measuring your B2B success includes assessing the rate of retweets and social sharing you are getting. Analyze the number of embedded, installed programs or applications in your audiences’ devices for your business.
Also, measuring other metrics like the number of downloads, views on your videos, increased number of traffic, newsletter subscriptions, and webinar registrations will give you a complete idea of how your content is performing and if it needs any improvement.
- Opt for Tracking Your Campaigns and Platforms
As you have developed all the necessary tools and analytics for your business, now is the time to measure your ROI. Consider setting up tracking for both your social media handles and all other campaigns.
The assessment of your B2B social media marketing success requires continuous comparison of your results across various social media networking platforms. Crunch out the numbers and find out how many website visitors you are receiving from your social media platforms. Also, you can use these data collected for your upcoming campaigns and boost traffic to your site organically.
- Consider Quantifying the Value of Your Traffic
Only obtaining traffic from your B2B social media strategy should not be your ultimate goal. It is also essential to know what kind of traffic you are generating. Not all traffic types will have equal value for you. Based on the results that your business brings in, some of the traffics appear to be more helpful for advancing your social media marketing success.
In case your brand has an ongoing pay-per-click marketing campaign, it is essential to assess all the costs for such campaigns. This kind of rich data will be beneficial for your social media marketing strategy, as it will give you a better understanding of the existing cost of conversions and how they can do better recording of numbers via social media.
Social media marketers can easily decide to use paid tools if they feel that doing this will render a speedy growth to the company. Increasing the traffic to your website by channelizing them through social media platforms will cut down your cost from the existing PPC marketing initiatives. Hence, utilize valuable tools and strategies to quantify the value of your obtained traffic.
Conclusion
Thus, measuring social media marketing success lets you know whether your strategies are working effectively or you need any change in them. Monitoring it continuously helps you with achieving better information.
Also, take the help of Google Analytics to get access to more effective statistics. Implement the strategy with a better engagement range to leverage your conversion rate and achieve social media marketing success.