Over the recent years, social media channels have become an indispensable part of most B2B marketing strategies. From generating quality leads to building buzz around brands, a lot of marketers have been able to successfully harness the power of the social space.
However, there is no denying the fact that a lot of B2B businesses have trouble monitoring the performance of their social media marketing campaigns. Only 15% marketers use social data to measure their ROI as most businesses still rely on “Likes” and “Followers” to determine success.
Here are some key metrics that most successful B2B marketing companies monitor for social media performance.
1. Employ Closed-Loop Analytics
A relatively new technological advancement, many successful B2B lead generation experts are now implementing closed-loop analytics. For the uninitiated, this performance indicator can give you an elaborate insight into your customer’s lifecycle – from their first interaction with your brand till the point they turned into a customer.
With the help of closed-loop analytics, you can effectively figure out which marketing initiatives fared the best. A professional B2B digital agency can easily find out which customers came upon your brand via social media pages through the right tools.
Modern-day technologies can warrant a lot of knowledge about your website visitors following which you can refine your retargeting efforts and follow them across the web until they finally convert into loyal patrons.
2. Track Each Campaign and Not Simply Platforms
A lot of B2B businesses take a platform-focused approach to social media marketing. However, it is crucial to focus on the ROI from each campaign as well.
A B2B digital marketing agency can utilize the right technology to find out how well a piece of content has fared across different platforms. For instance, a picture-oriented post that becomes a talking point on platforms such as Facebook and Instagram may do poorly on a platform like LinkedIn.
Effectively tracking each campaign’s performance can help you re-evaluate your strategies for different social media platforms for maximum ROI.
3. Monitor Intent Signals
A complete and effective breakdown of social network engagement can help a B2B internet marketing agency identify leads with high intent to purchase. What’s even more important is that tracking this key performance indicator can help businesses realize whether they need to improve upon their social media campaigns or push for more conversions.
Monitoring intent signals include tracking who is reading and sharing what piece of content, who is referring, complaining, recommending, and so forth. Thanks to the right intent data tools, you can easily set apart the intent signals most relevant to your business.
To Sum Up
It has become imperative for businesses to maintain a sound presence across social media in this day and age. At the same time, they should also be laser-focused on consistently evaluating social media posts, networks, and campaigns to ensure successful conversions. This is where marketing professionals come in.
An expert B2B marketing company can successfully integrate social media platforms with analytics tools to monitor engagement, track interactions, integrate online and offline data, and more. Measuring correct marketing parameters, therefore, can help your business reach the right audience with the right content at the right time.
