Optimizing Your Social Strategy
While social media usage continues to grow worldwide on all measures, 46 percent of B2B marketers are not sure whether any social channels have generated revenue for their business.
Two major reasons why B2B marketers may not be seeing a return on social media investments are 1), they have not yet embraced social media fully as a 24/7 dialogue opportunity with customers and prospects, and 2), their content offerings through social channels is overly promotional, not substantive enough or too cumbersome to access. These are internal challenges, not problems with social media itself. By addressing these two items while applying more sophistication on the analytic side, B2B marketers are able to measure the ROI of social media efforts and grow their revenue along with the growth in social media usage. Currently, 67 percent of the entire buyer journey happens in the digital world – a number expected to increase in the future.
Many companies lack an integrated social engagement strategy or the ability to create and publish content optimized for each platform. Using social media to grow your business takes more than just tweeting a lot or receiving a lot of likes on a particular post. You must use these resources to their full potential in order to amass friends and followers and convert them into loyal brand fans. In order to do this, you have to understand and engage your audience members on the right platform(s) in authentic dialogue. The key to a successful social engagement strategy is creating meaningful and honest (i.e., not overly promotional) content that will appeal to your audience and take them farther down the path you wish them to traverse. A successful social media strategy is not a one-way push of content as in days gone by, but also the dialogue your content enables.
Considerations when optimizing your social media marketing:
Choosing the right social media platform for your business consists of understanding your target audience’s tendencies and meeting them on the platform they are already logging in to daily. It also involves strategically analyzing the different platforms and determining how they can complement each other along with your other marketing efforts. Each platform is unique and requires an appropriate and customized approach.
Six Degrees can make showing a return easier than ever by applying and tracking technology-based “handed-offs” between website, social media platform and traditional marketing efforts.
Forty-eight percent of marketers say that developing a social media strategy is one of the most challenging aspects of their social program. Let us break this down for you through comprehensive research, detailed analysis and a customized plan for your brand. It is much less overwhelming when you have an experienced team.
The simple answer is that your prospects and customers are going social. With the right strategy and execution of social media marketing, you will be able to achieve tangible business success.