No two customers are alike, and neither are their journeys. Every social media program is different, so it’s important to measure what matters most for your brand and your audience.
When it comes to social media, not all metrics are created equal. Depending on your brand’s goals and the ways in which you connect with your audience, some metrics will be more important than others. To make sure that you’re measuring the things that matter most, it’s important to understand the customer journey. The customer journey is the path that customers take as they move from awareness of a problem or need to purchase and use of a product or service. Understanding the customer journey is essential for social media teams because it helps them identify where customers are in their purchase journey and what content will resonate with them most.
B2B Marketing News: More B2B Brands Podcasting, LinkedIn’s New Page Newsletters, Meta’s 3D Ads, & Instagram’s Voice Responses
B2B Marketers Open to New Opportunities; Training Could Improve Retention
79 percent of B2B marketers have said that bolstering existing skills was the primary reason managers authorized training, followed by 75 percent who said learning new skills, and 53 percent who noted that employee retention and satisfaction was a top reason organizations turned to B2B marketing training, according to newly-released survey data. MarketingCharts
The Business Case for B2B Podcasts
Podcast advertising revenue is slated to top the $2 billion threshold by 2023, with more B2B brands turning to the format each year, and CMSWire examines the opportunities and challenges brands and B2B marketers are increasingly facing when entering a crowded podcast playing field. CMSWire
B2B Marketers Plan Upgrades to Support Channel Partner Programs
Some 53 percent of B2B marketers have said that they plan to start using or upgrade a partner training program during the next year — the top choice when it comes to supporting channel partner programs, followed by 43 percent who indicated channel incentives and program management, according to newly-released survey data. MarketingCharts
Which Social Media Measurements Matter Most? It’s All in the Customer Journey
Here’s the thing, there’s no one right approach to social media measurement. There is no one single approach to how brands use social media to connect with their audiences along their journeys. The key to all of them is to identify the goals of the social media content, so that you’re measuring for those behaviors.
Here are three common scenarios and how to organize:
If You Target Journey Stages with Specific Channels…
Let’s say your team is using social media channels to serve different audiences at different stages:
- LinkedIn for top-of-funnel awareness through thought leadership for enterprise customers
- YouTube for consideration through product comparisons and walk-throughs for small/medium business customers
- Twitter for servicing and customer retention for small/medium business customers
Since each channels each have different customer journey stages and different goals, the metrics would look something like this:
- LinkedIn: impressions, click-throughs, likes/comments, sales outreaches that mention social as a referral source
- YouTube: through-plays, comments, referrals
- Twitter: branded/non-branded mentions, interactions, percentage of customers serviced through Twitter
To track these metrics, your measurement dashboard would identify the goals per channel and report out the metrics based on those goals.
Google Discovery Ads Dos and Don’ts For More Successful Campaigns
Discovery Ad Dos
- Do utilize the 4:5 aspect ratio. Google’s tool can help, or you can hire a freelancer to resize your existing banner for less than a dollar (when done in batch).
- Do maximize the images, headlines, and descriptions used for each ad. The more you can give Google to test, the better your ad strength will be.
- Do utilize creative learnings from your social channels. The mindset of the Discovery ad viewer is very similar to that of someone scrolling social feeds.
Discovery Ad Dont’s
- Don’t imply interactivity (e.g. Add a CTA button). Google is more strict on that compared to standard display campaigns
- Don’t use much overlay text in your images. It leads to lower CTRs on average. It also leads to sub-optimally formatted ad units for certain inventory
- Don’t overuse low-funnel KPIs with cold audiences. Like other display and social tactics, you’ll generally want to warm your audience up before offering up a low funnel call-to-action
Survey Says: 2022 B2B Marketing Insight From Social Media Polls
The first poll we’ll examine asked B2B marketers which business marketing tactic they were the most optimistic about for 2022, and presented four types of marketing practices including influencer marketing, values-driven marketing, always-on marketing, and tried and true content marketing.
Our LinkedIn respondents gave the nod to traditional content marketing, with 47 percent saying it was the tactic they were most optimistic about looking ahead.
Influencer marketing followed in second with 29 percent, followed by values-driven marketing with 16 percent, and always-on marketing with seven percent.
Luckily for B2B marketers, these methods are never entirely separate, however, and some campaigns may even include all of these four elements.
5 Steps To Find Your Brand Voice
1. Gather a representative sample of your content
Cast a wide net – gather every type of content, from videos to web pages and e-books to social media. Now, cast a critical eye on the content. Which examples could have come from any of your competitors? Set those aside. Whittle your examples to a small group of pieces unique to your brand – examples of the brand voice you want to embody. Print and put these examples on a whiteboard, grouping together pieces with a similar feel.
2. Describe your brand voice in three words
In the same room as the whiteboard (or with the board visible to all in a virtual environment), work with your key content creators and owners of the brand identity. Again, cast a wide net and invite content creators throughout your organization, including teams from PR, sales enablement, customer success, etc. Consider the whiteboard content as the best examples of the brand voice you want to embody. Discuss common themes across all of those pieces. Group the examples into three thematic buckets.
If your brand was a person, how would you describe its personality to someone? At this point, describe your competitors as people, too. Is one of your competitors the class bully? Is another the head cheerleader? How do your brand’s personality traits make you different?
Why testing is a marketer’s most powerful tool
If you’re judging the effectiveness of your testing program based on results, you’re missing the point of testing.
The goal of testing, contrary to popular belief, is not to get better results; that’s a byproduct of good execution. The true purpose is gaining new insights into what works (and what doesn’t).
These insights are far more valuable than results. They can be applied across all of your marketing efforts—current and future—to drive improvements. And they can shape and direct your marketing strategy.
From this perspective, every test generates value in the form of insights, even if it fails to produce a performance improvement. This should be reassuring because it reduces the risk and increases the return on investment (or “return on testing”).
The insights you gain from testing are most valuable when they can be applied to the widest areas of your marketing. Therefore, you must be testing areas that will generate insights that have the most significant use case based on your marketing.
18 Facebook Ad Ideas to Boost Your Results
#1: Sponsor a High-Performing Post
When prospective customers are first getting to know your business, blog content can help them learn about your mission, get familiar with your products, or see how your company compares to the competition. Not sure which blog posts to link in your ads? Check your Facebook page’s analytics in Creator Studio.
#2: Announce a New Product Launch
Do you have a big announcement to make? Are you ready to launch a new product? Rather than repurposing an existing post, design a new ad with eye-catching creative and copy options. If you enable Dynamic Experiences at the ad level, you can rely on Meta to create various iterations of your ad, optimized for each user.
#3: Promote Your Podcast
Do you want more people to tune into your company’s podcast? Although you can connect podcasts to your Facebook page to share new episodes, Ads Manager doesn’t allow you to promote those existing posts.
#4: Use Video to Introduce Your Business
One of the biggest benefits of linking prospective customers to your site is getting the chance to add them to a website activity-based remarketing audience. But when building a remarketing audience is a key goal, you don’t necessarily have to send prospects away from Facebook. Instead, the engagement (or video views) objective offers a more affordable opportunity to attract new prospects.
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