Social media marketing must be properly incorporated into company’s whole marketing plan, including search, in order to increase sales and generate leads.
In the long run, social media involvement is more cost-effective and successful than traditional short-term marketing tactics for organisations aiming to enhance lead generation for sales conversion and create long-term client relationships.
Customer loyalty, customer relationship management, and an improved company perception in the general marketplace, are the greatest ways to gauge social media’s return on investment over time.
Here are some ways by which you can increase your website conversion rate, not only to the point of becoming a lead, but to the point of becoming a qualified lead.
- Relevant Updated Content Boosts Search Engine Rankings
Companies can win new clients, improve their search engine rating, and expand their online presence by delivering useful and continuously updated material. Methods of online marketing that focus on search-optimized content can also help a company’s SERP rating.
Social media content, keyword-rich posts, and relevant comments are being indexed by search engines like Google, which is now a feasible marketing strategy.
Where you rank on search engines is influenced by how you engage online and how people talk about you online.
- A strong online reputation is bolstered by a positive social media brand presence
Engaging potential customers on social media can help a company’s reputation and ability to provide better customer service. A company that interacts with its consumers online and participates in the conversation is better positioned to answer to customer questions.
According to Convince & Convert, 32% of clients expect a response in 30 minutes, and 42% expect it in an hour. Furthermore, about 57% of customers expect response times on weekends and nights to be the same as during typical business hours.
A quick response time not only results in a satisfied consumer, but it can also result in increased business sales. According to a Twitter survey, customers were willing to pay around $20 more in the future for an airline that reacted to a tweet in six minutes or less. When an airline, on the other hand, took more than an hour to provide feedback, a consumer was prepared to pay only $2.33 more in the future for that airline. Doesn’t this make you want to put some pep in your step when it comes to dealing with customers?
- Measure social media effectiveness
There are several easy ways for gauging the performance of social marketing techniques which can be used by companies concerned with analytics and other metrics for measuring social media efficacy. The following are some examples of how to measure and track social media marketing:
- Increase in followers
An increase in the number of social media followers indicates an increase in the popularity of a brand. It’s important to know how to engage your audience on social media and how to create social media campaigns that will help you grow your following.
- Reactions on published posts
Analysing how people react to social media posts might help you figure out what interests them the most. This is true for all social networking platforms, including Facebook, LinkedIn, and Instagram. The built-in data given by these platforms aid in determining how viewers react to published content.
Similarly, when someone mentions or tags a business in a post, more people are able to reach them. As more individuals engage online with the brand’s content, it helps to rapidly enhance business visibility.
- Social media reach
The reach of social media campaigns aids in determining the total number of people reached within and outside of intended audiences. The stronger the internet visibility, the more reactions and engagements to published pieces.
Having a large number of people see and read your business posts on social media is a good sign that your marketing strategies are working.
- Referral traffic
Gauging referral traffic is another essential statistic that you must examine when evaluating social media effectiveness. This provides a clear picture of the marketing campaign’s social media performance. Every internet marketer should measure the gap between the actual target achieved and the target established when evaluating performance as this will aid in determining the amount of work required. If a channel is not able to get sufficient traffic, it should be reassessed. A social media presence that does not resonate with the essence of the company is almost certainly a waste of time and effort.
- Click-through rate (CTR)
The click-through rate, which is directly linked to direct conversion, is another crucial metric to consider when evaluating the efficacy of social media.
A higher CTR indicates that a marketing campaign is working because more visitors are lured to the website as a result of more clicks. A majority of firms consider CTR to be one of their key performance indicators (KPIs), and it’s commonly utilised in PPC ad campaigns, landing page links, and so on.
4. ROI based on soft metrics
While many organisations use hard conversion measures (sales, cost-per-sale, and profit) to evaluate their social media ROI, they should also include some softer metrics.
The following questions can be used to evaluate campaign effectiveness using softer metrics:
• Is it true that brand-related messages are being retweeted on Twitter?
• Are there more Facebook fans and brand friends?
• Has there been an increase in online discussions around a new product launch or site design enhancements?
• Are site visitors and customers discussing their wants and needs and exchanging opinions?
Questions such as these may not add up, in the short run, to actual sales and quantifiable profit, but ROI based on soft metrics could certainly provide insight on social media marketing’s worthiness. This has the potential, in the long run, to convert into profit and hard ROI.
Make definite social media marketing goals
Marketing teams must implement strategic marketing plans to fully utilise social media channels for effective marketing and increased profitability. Businesses must use measurable data, have a long-term strategy, and explicitly identify their social media marketing objectives.
Only in this way can social media marketing establish its worth in terms of demonstrating economic value.