IMPROVING SOCIAL CAMPAIGN ROI:

Social Media Marketing with Call Tracking

CallTrackingMetrics

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INTRODUCTION

Over the past decade, social media has grown from a pastime for the younger demographics to an integral part of our culture—as well as a powerful way of connecting to, and sharing with, our extended networks. In an effort to reap the benefits of this new medium, advertisers and marketers have reshaped their efforts towards the social sphere, often with great success.

Combining these social marketing efforts with call tracking can take your company’s social efforts to the next level by providing a more complete picture of marketing effectiveness and offering tools for increased lead generation, conversion rates, and more.

The influence of social media is vast—as is the amount of marketing that takes place across the various social channels. But in the sea of messages and posts, are your marketing efforts making an impact?

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Despite the prevalence of social media in our culture, many businesses recognize the challenge of tracking precise returns on investment (ROI) for social media campaigns. A little more than 10 percent of B2B marketers, for example, feel they can adequately prove any quantifiable results from social media marketing.

However, spending on social media marketing continues to rise every year as businesses tap into this channel of direct communication with their customers. In North America, social media spending has risen from less than $5 billion in

2013 to a projected $12.67 in 2016. And even though ROI is hard to track, almost 90 percent of small businesses agree that social media does help their business, and 85 percent of business decision-makers claim that one or more social media sites are crucial to informing their technology purchases. But the question remains, how does this perceived engagement directly translate into revenue? Without this piece of the puzzle, it is difficult to know if social spending is worth the investment, and even more difficult to understand how to fine-tune social media efforts to bring in greater returns on each dollar spent.

PART I: The Challenge and the Benefit of Social Media Marketing

Only 10% of B2B marketers feel they can adequately prove quantifiable results from social media marketing

While 85% of decision-makers claim that social media sites are crucial to informing their technology purchases

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The reality is that social media marketing can have a visible impact on customer engagement, inbound traffic, and more—particularly when campaigns are data driven and well executed.

This is true for both B2B and B2C companies, though there are some differences in how best to approach these two kinds of audiences, and which platforms work best with each.

SOCIAL MEDIA MARKETING

FOR B2B AND B2C

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B2B Social Media Marketing

Social Media Spend Continues to RiseMany B2B companies make the mistake of trying to be on every channel, and burn out quickly. Instead, your B2B social media campaign should begin with very specific goals: to gain a particular number of new followers, to pull X number of prospects into the sales funnel, or to increase traffic to your website or a particular page on your website. And your strategy should also include details about which social media platforms you’ll engage with—and how.

Best Platforms for B2B Best Practices for B2BWhile Facebook and Twitter are powerhouses in the social sphere, LinkedIn, with its focus on professional networks and industry-specific user groups, is the most important player in B2B social media. LinkedIn users are specifically seeking content that relates to their industry, to their business needs, and to their professional challenges. There’s simply no better place to present content that establishes thought leadership.

Effective B2B social media marketing is built on the value and the relevance of your content. Whatever you’re presenting—a whitepaper, an infographic, a blog post, a case study, or video—make sure it has educational value to your audience. And remember not to slip into a hard sales pitch; pushing too hard can mean the difference between appearing genuinely knowledgeable and helpful or appearing aggressive and opportunistic.

In 2013

In 2016

$5 BILLION

$12.67 BILLION

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B2C Social Media Marketing

Like B2B social media marketing, B2C campaigns should also be content-focused. The primary difference is that, while B2B companies should look to social media as a means of lead generation, B2C is more about overall brand awareness, community engagement, and public relations.

Best Platforms for B2C Best Practices for B2CIncluding Facebook is essential for B2C campaigns. Using other social channels will depend on your audience, industry, and offerings. For instance, if your products create a visual impact, then Instagram might be your flagship platform. While you don’t want to spread yourself too thin by trying to be on every channel, over half of adult users do have more than one social account and will expect to find you on several platforms.

The three most important pieces of a B2C business’s social media efforts should be: 1) generating new content, 2) ensuring content is relevant, and 3) engaging with followers. Offering your followers something interesting and useful will help you begin to generate brand loyalty. And participating in conversations and responding to users’ suggestions can help make you more of an engaged member of your customers’ community.

75% of all B2C website traffic referred from social media comes from Facebook

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In the data-rich world of online and social media marketing, the offline journey is often ignored, with the trail of information cut short before the conversion occurs. But neglecting to track the customer’s offline journey creates a gap in data and reporting that leaves an incomplete picture of effectiveness of marketing and advertising spends. This gap may very well account for a large part of the difficulty in tracking the ROI of social media marketing.

Call Tracking as Part of Your Social Media Strategy

Yet 50% of social media marketers don’t measure their success—or failure—within social channels

Social media has a 100% higher lead-to-close rate than traditional outbound marketing

PART II:

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Call tracking is a powerful tool that helps marketers track a customer’s sales journey, from online to offline to sale, and tools like CallTrackingMetrics (CTM) have functionality that can enhance online and social campaigns, allowing you to measure engagement, generate leads, create conversions, and track a customer’s journey—online and offline.

TRACKING THE JOURNEY

FROM ONLINE TO OFFLINE

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CTM Features that Support Social Media Advertising:

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TRACKING NUMBERSCTM provides a unique tracking number associated with each social platform, telling you how many calls come from each site. This is an important first step to tracking which calls last the longest, result in better leads, or produce more conversions. In addition, numbers can be allocated by specific ad so that phone calls can be tied back to individual ads being run on social media platforms.

ENHANCED CALLER IDSales and service agents that are better informed about their callers accomplish more. CTM’s Enhanced Caller ID can identify callers’ social media profiles in real time, giving agents a wealth of data about customer preferences, personalities and, potentially, what other industry groups or companies they’ve connected with through social media.

CUSTOM SOURCESCTM allows you to identify and monitor specific sources, both online and off, that generate call traffic. These sources work within the larger framework of data that CTM tracks and reports—including caller demographics, call quality, revenue generated, and much more. Tracking these custom sources, including social media sites and specific advertising campaigns, provides you with a clear picture of which channels and campaigns are working.

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CTM Features that Support Social Media Advertising:

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CALL SCORING + TAGGINGCTM’s call scoring enables you to rate calls based on quality, conversions, or other metrics important to your campaign. Call tagging lets agents attach important information, such as revenue generated by a call, to inbound leads. The combined functionality of these features gives you a data-rich record of incoming calls—all tied back to the channel that produced it.

ROI REPORTSCTM’s ROI reports take the amount you’re spending on each channel, cross-referencing marketing spend with the tracking numbers assigned to each channel, the time spent on each call, call ratings, and the revenue generated per call. The result is a data-rich report that details cost-per-call, conversion rates, number of calls, revenue generated, and return on your investment in each social media channel.

ONLINE ACTIVITYInsight into the online activity of a caller such as their landing page, referring site, and pages viewed can help agents understand the needs of a particular caller. Knowing which social media pages direct callers to your site and any actions taken once on your site, creates a caller profile for the agent and allows them to answer questions more effectively.

Measuring Social Media SuccessSocial media is a powerful marketing tool—it has a 100 percent higher lead-to-close rate than traditional outbound marketing. And yet, over half of social media marketers don’t measure their success within social channels.

CallTrackingMetrics can help you take that uncertainty out of your social media marketing by revealing which social channels and which campaigns are generating the most revenue per dollar spent. Social media marketing works—how well it works depends on the tools you use, the data you gather, and the intelligence that goes into fine-tuning your campaigns.

Learn how CallTrackingMetrics can play a powerful part in your social media marketing strategy.

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