More than half of all B2B companies are not measuring the impact of their social media posts, according to Earnest Agency. This diminishes a company's effectiveness online, wasting both your time and money. Here are some metrics to help you stay on top of your game and grow your audience.
MAKE IT CLICK
Click through rates (CTRs) are an important item to gage public interest. Provide downloadable content, especially on Twitter, which can boost URL clicks by 13% and CTR by 11%, Publitek.com said. Also provide links to your website and encourage visits and signups often.
BE WILLING TO SHARE
Your social media should be set to "public" so all of your posts can be retold. On Facebook, posts with photos and emoticons are shared more often, according to leadgenix.com and kissmetric.com. Your data will also reveal your most shareable moments.
MATH MATTERS
If you follow the general rule for 3 posts a week, do not set them for same days/times or algorithms will cause your content to be seen by the same, increasingly shrinking, audience.
BE MORE AWARE
To boost company awareness, track down profiles who have pre-viewed, viewed and engaged with your content, and invite them to "like" you. Also consider each platform’s suggestions to "like" and "follow" others.
LET'S GIVE'EM SOMETHING TO TALK ABOUT
Work with existing customers to create reciprocal "mentions" of each other, as well as reviews, recommendations, testimonials, and so on. They are all win-win.
CREATE AN ALLURE
One of the easiest ways to boost unique engagement is an interactive blog. Set it up to track activities. B2B companies have realized a 67% boost in return-on-investment (ROI) leads due to a blog spot, according to TopRankMarketing.com.
LEAD & FOLLOW
Ask for follows on Twitter and Instagram, but don’t forget to follow back! It’s simply good etiquette.
ENDLESS SEARCH
Customers are often looking for something specific. Use info on past searches on your YouTube channel to best optimize video titles, descriptions, and tags.
A JUGGLING ACT
There are applications to help organize and schedule posts on as many platforms you wish to use, such as Hootsuite. They will also gather metrics to help you determine what is working and not working.
IMITATION IS THE SINCEREST FORM OF FLATTERY
Is there a competing B2B company you admire? Note the tactics they use to engage followers, and using your data, see if they could work for you too.
Pro Tip:
Building a community is at the heart of social media. To measure how well you are reaching your audience, the best on-the-surface ways are awareness (followers and shares) and affinity (comments, likes, and mentions). But you need to dig a little deeper too with metrics such as conversions, engagements, and opinions—where the users must take an extra action like writing a testimonial or signing up for a newsletter.
TMC is the premier marketing agency devoted to the marketing needs of the chemical and specialty ingredient industry. We help manufacturers and distributors market their ingredients to brands worldwide. Our expertise spans across 7 sectors, including food, pharma & life sciences, paints & coatings, beauty & personal care, agro, water treatment and HI&I. We focus on innovator companies who lead the way in creating ingredients for today’s demanding consumers.
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