Social media has reached a tipping point; it's now a part of every marketer's arsenal. However, while roughly eight out of 10 marketers use social media, only three of them believe that it's effective, according to Junta42/Content Marketing Institute and MarketingProfs' just released B2B research. Social media accounts for roughly one out of every five minutes spent online, as tracked by Nielsen. Put together with ExactTarget's consumer-focused findings, which show that Twitter followers are more likely to purchase and recommend brands once they follow them than are consumers on Facebook, and you've made the case to add social media to your marketing mix. (For more customer details, see ExactTarget's research.) As a result, marketers are present where their prospects, customers, and fans are despite their inability to prove its effectiveness in meeting business objectives.
7 Ways to Make Your Social Media Marketing More Effective
Since integrating social media into your marketing mix helps expand your reach, increase sales, and build your fan base, it's important to maximize your social media marketing's efficiency. Here are seven tactics to help achieve this:
Metrics to Determine Social Media's Effectiveness
As with any marketing program, it's critical to monitor a variety of factors to ensure that you're on track. To improve your social media marketing's effectiveness, here are five elements to track.
While it's important to be where your target audience is, social media platforms can be a double-edged sword. You and your fans can promote your offering while new options are introduced that may sway consumers towards other options. Therefore, you must incorporate social media marketing into your overall marketing plan, include ways to make it more effective, and track results.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
March 19, 2014