Social media is a great communication channel; there is no question. Smart marketers use social media to offer great support, increase brand reach and to generate business leads, only to name some of the great opportunities which the social web offers.
Recent stats show that those marketers spend less than 20% of their marketing budgets on social media which includes the outreach to target audience on social sites, advertising and maintaining a social media presence.
No matter the popularity, this described budget size seems to be small compared with the power of the social web for businesses. Most marketers have already or plan to increase their budgets for social media marketing by up to 25% in 2012.
The most known challenge is to measure social media ROI. For example marketers measure their social media success with click through rates and likes (Facebook).
A great way to measure the ROI of social media marketing is to drive interested audience to dedicated landing pages where they can request more information. This way is the most successful one to measure social media ROI in the long term.
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Social Media Infographic
You can achieve a better social media ROI when you follow these four easy steps:
1. Create remarkable content and publish it on the web and in social media
2. Encourage the readers of your content with a call to action included in the footer of your content to request more information from you. For example a personal consultation, whitepaper or eBook
3. Drive them to dedicated landing pages which give you the opportunity to track from channel your leads are coming
4. Nurture your leads and analyze time to deal, deal size and channel where your business is coming from
The more landing pages with different offers you publish the better. Your funnel becomes wider and wider which ensures you a steady growing stream of fresh and hot business leads.