SMO is not a secret, business is having trouble to measure B2B social media marketing ROI. The number of companies measures SMO result of success by only counting such as “Likes” and “Followers.” Most probably, these measures don’t go far enough to show ROI and, according to research liked by more than 80% of people that “Like” a Facebook business page never return to it again.
So how can you really measure social media marketing success to your business? On Reach, Engagement, and Conversion.
1. REACH — COUNT HOW MANY VISITORS WITH YOUR MESSAGE?
Start to measure your ‘Reach’ — the total number of people you have impacted with your social media content. If you are unable to catch visitors’ attraction towards you that means you’re doing something wrong and you’ll never produce results. In another word, Reach will give you a good understanding of your SMO knowledgeable to attract your social media content is to your target audience.
Examples to Reach tracking method include:
• Start Connections on LinkedIn
• Increase Followers on Twitter
• Increase Likes on your Facebook page
• Views and Subscribers on your YouTube channel
• Write attractive content from which Visitors stay long on your blog
Now you can see or measure Reach status by these statistics manually. Because of social networking channels such as LinkedIn, Pinterest Facebook, and Twitter also have analytics reports which you can track.
2. ENGAGEMENT — HOW MANY PEOPLE INTERACTED WITH YOUR MESSAGE?
After you have an understanding of your Reach, the next step is to see if anyone cared enough about your message to actually do something with it. After measuring ‘Engagement,’ on your content you will have access to this vital information. For engaging people on social media, you should create valuable content that inspires people to act. If your Engagement level is not good it means very low then should improve your content try to make it more attractive. Examples of ‘Engagement’ metrics to track include:
• Clicks on links in your social media posts
• Retweets, Mentions and Direct Messages on Twitter
• Shares on Facebook and LinkedIn
• Comments on your Facebook and LinkedIn posts
• Ratings on your YouTube videos
• Comments on your blog posts
Same as Reach, you can also measure Engagement regular tracking of these statistics manually or you can leverage third-party services to track this method for you.
3. CONVERSION — MEANS TOTAL NUMBER OF USERS WHO TAKE ACTION ON YOUR POST (BUY PRODUCT)
Just like measure the business-building impact of your B2B social media marketing (SMO) efforts. ‘Conversion’ will tell your number of visitors took the next step to enter your lead generation and join your marketing database. A lot of effort and best knowledge of social media marketing success use for your Website as the with your social media content — always linking back to content on your Website in your social networking posts. Through our content, your Website should offer content to sell and convert visitors into named leads for your sales process. Examples of ‘Conversion’ method to track include:
• Registrations for content downloads
• Phone-in leads
• Online sales
• Webinar registrations
• Online lead generation form completions
For effectively track Conversion, local digital marketing agency Audacious systems design team recommend you use a number of free resources to integrate Google Analytics for tracking Website site activity and campaign tracking in Google Analytics and from there you can build traceable links for each of your social media posts. When you write the post on social media channel one thing remembers you do not use long links but use tool like the bit to short link too long to include in your social media posts. So, you’ll have to use a URL shortening service like bitly to shorten your links .Finally, set up goal tracking in Google Analytics to track all of your online conversion activities.