till scratching your head about social media ROI?

ou’re not alone

With only 8% of companies saying they can actually determine return on investment from social activity, it’s clearly a sub ect that’s still stumping the B2B marketing community.

As marketers, we all love a retweet, like or +1 for brand awareness, what use are they if we can’t prove their effect on the bottom line?

Follow our 3 step guide to measuring your social media ROI and impress the rest when you can say you’ve finally cracked it.

Set your goals and understand where your opportunities are

Track your campaigns

Report, analyse and rethink

measuring your social media ROI

Follow our 3 step guide to

2

3

1

Set your goals and understand

where your opportunities are

Over 85% of businesses use social media in some way, but only 14% can tie revenue to their activity. With all this confusion, it’s time to go back to basics.

The first thing you should ask yourself (and it’s often overlooked) is “what are my goals for social activity?”

Do these goals link back to your business goals? If your goal for the quarter is X number of leads, set how many of these you want to come through social channels.

Review your existing performance to establish your benchmark, then set your goals based on improving those numbers.

3 steps to measuring your social media ROI

Only 14% of companies can

tie revenue to social media

activity

The next thing you need to ask yourself is “where do my prospects spend their time?”

Understanding what platforms your prospects are using will help you better target your social campaigns.

And although Facebook and Twitter are the go-to choice for most companies, it’s actually LinkedIn that comes out top for B2B lead generation with over 80% of leads generated through social media coming from LinkedIn.

Over 80% of leads generated

come from LinkedIn

Step #1

www.leadforensics.com

www.leadforensics.com

Measuring likes, shares or retweets gives a great indication of

the buzzword of the moment – engagement. But it doesn’t

always translate to leads or sales activity, and definitely won’t

help you calculate your ROI.

The key to successfully measuring your social media ROI is

simple – have a clear set of factors and stick to them across

every channel. As we mentioned earlier, if your goal is x

number of leads from social channels – what tools and

processes will help you measure this?

Link shortening tools and unique landing pages are a great way

to start…but they won’t separate website visitors from your

sales –ready leads. And when 98% of website visitors don’t

enquire, it’s crucial you have a system in place that can help

you identify who is ready to buy, and track them back to

specific social campaigns.

When you post links to social platforms, Lead Forensics allows

you to track which businesses have clicked on that link and

what they’re viewing on your website, and is a great way of

tracking back to the source.

And by being able to see what they’re viewing on your site,

you’ll know if they’re ready to buy and can track these leads

back to specific campaigns - accurately attributing revenue

when they convert.

Track your campaigns

“Lead Forensics allows us to go beyond standard

analytics and understand who our customers are, their

preferences and their buying behaviour. “ Andrew Nicholson (B2B Marketer of the year ’11), Sodexo Prestige

“Lead Forensics isn’t just about how many people have

clicked, it’s about who clicked. There’s so much insight

you can gain from marrying up Lead Forensics with your

social and digital channels.“ Callum Gill, Marketing Manager, DRP Group

Step #2 3 steps to measuring your social media ROI

Once you have your goals and tools in place, it’s time to actually calculate your

ROI. Build out a social dashboard that takes into account 4 factors – your goals,

your measurements, your benchmarks and your costs. And use these 4

factors to feed into your ROI calculations.

And don’t forget, it’s how you analyse those results that will really affect your

bottom line. What are your best performing platforms? What content are you

sharing that gains the most engagement?

The key thing with measuring social ROI isn’t just to prove value of your

campaigns, but to improve and increase their worth over time. And when over

one-third of global B2B buyers use social media to engage with their

vendors, it’s clear that, as a channel, it’s not just about you building brand

awareness anymore...

Social media is becoming less about broadcasting and more about inputting to

an ongoing conversation. And with the current social media user count at over

1 billion, that’s a very big conversation!

Rethinking your social strategy is all about getting to know your audience and

engaging with them in a meaningful way that makes you their go to choice for

knowledge, advice and (most importantly!) business.

Report, analyse and rethink

Over 1/3

of B2B buyers use social media to engage

with vendors

Lead Forensics has already helped many B2B clients solve their social media

ROI challenges. By providing unparalleled insight and tracking capabilities

you can uncover who your website visitors are, identify when they’re ready

to convert and track every sale back to the source.

Step #3 3 steps to measuring your social media ROI

www.leadforensics.com

3 Steps To Connecting With The B2B Buyer

www.leadforensics.com

Uncover your anonymous

website visitors

Identify the businesses that visit your website but don't enquire. Access full information about those businesses including their business name and contact details.

Action leads before your

competitors

Gain the competitive advantage with real time alerts when businesses of interest visit your site, and automatically assign leads to your sales team to action immediately.

Understand your prospects

online journey

Track the end to end journey of the businesses visiting your website, so you can gain insight into what they are interested in.

Arrange a free demo and start your free trial today.

Turn your anonymous website visitors into sales leads, convert new business opportunities before your competitors and increase your online ROI.

98% of B2B web visitors don't enquire...

….we tell you who they are!

About Lead Forensics