Refining your lead generation process for greater ROI is an ongoing process for all businesses. It is interesting that most of the infographics produced focus on social media ROI. However, after extensive research we have found three infographics that speak to ROI in three areas: social media (Facebook and Twitter), personalization and content marketing. Enjoy!
How to Determine Facebook and Twitter ROI
How to Determine Facebook and Twitter ROI
Most marketers know they have to measure social media but many are still asking – can we and how can we best measure social media ROI. Inventhelp has addressed this issue vis-a-vis Facebook and Twitter in an infographic. It starts off from the top, literally:
- 73% of CEOs think marketers lack business credibility and are not the business growth generators they should be
- 77% of CEOs think marketers don’t talk about what really matters: sales
Overall, marketers determine social media ROI through:
- 70% measure Followers/Fans
- 60% measure website traffic
- 50% measure social mentions
- 30% measure lead generation
- 25% measure sales
As an aside, this is not surprising and supports my long held view that we need to better tie social media to results. Having 100,000 followers does not necessarily translate into increased number of leads and therefore increased number of sales especially for B2B lead generation. It is telling that the examples listed in the infographic are B2C and not B2B. They suggest using Google Analytics to measure social media effectiveness along this spectrum: Balanced, Socially Broke, Over Reliant Social, Chatty and the I in Team.
If you are venturing into Facebook and Twitter, here are some tips to get more followers.
Reasons people said they Like a brand on Facebook:
- To receive discounts and promotions
- To show my support for the company
- To get a “freebie”
- To stay informed about the activities of the company
- To get updates on future products
Create compelling content such a picture, a video, infographics and blogging and remember to add Facebook and Twitter to your existing marketing efforts. Click here or the image below to view the full infographic.
The ROI of Personalisation
It was nice to read through this infographic since increased personalisation will improve your lead generation efforts as opposed to a “vanilla” approach. The internet is a powerful tool that enables us to cost effectively and quickly customize a message to each of our clients and prospects. The information is based on June’s Quarterly Digital Intelligence Briefing which was sponsored by Adobe. Here are some of the findings from the survey:
- 52% of digital marketers surveyed agree that “The ability to personalise web content is fundamental to their online strategy”
- 41% of those surveyed are “committed to providing personalised web experiences”
- 37% are “targeting personalised content in real-time”
- When measuring ROI, 88% say the social graph personalisation has a high impact
- 77% say personalisation based on purchase history has a high impact
- 70% used increased conversions to measure the impact of personalisation on ROI
- 50% use “time spent on site” to measure increased engagement
- but only 33% said they use data effectively to maximize conversions
Here are the four steps to personalisation:
- Consent
- Control
- Trust and Context
- Incentives
Click the image below or here to see the full infographic.
Content Marketing ROI
How many times have you heard “content is king”? You hear it frequently because it is true; however, how effective are you at measuring the ROI after investing significant resources to continually produce high value and unique content. SIGMA Marketing Group created an infographic based on the B2B Content Marketing Best Practice Guide. Below are the primary metrics marketers use to measure effectiveness:
- 58% – web traffic
- 49% – sales lead quality
- 41% – direct sales
- 41% – sales lead quantity
- 40% – feedback
- 40% – ranking (SEO)
Based on SIGMA’s own experience, they found that their blog pulled in more than ten times the visits of their corporate website. This mirrors my own experience at The ALEA Group. This blog consistently pulls in more traffic then our corporate site. Last but certainly not least, I leave you with the three key truths to content marketing ROI according to SIGMA:
- Content (fresh and ever-changing) pulls in traffic (format)
- The broader your reach (multiple channels) the more visitors (distribution)
- Become a keyword master to drive traffic to your content (measurement)
Please click this link or the image below to view the full infographic:
What is your greatest challenge when measuring the ROI of your B2B lead generation campaigns?
