5 Ways Top Marketers are Driving Social Media ROI 5/5
We are all too well aware of how social media has changed the marketing landscape over the past decade. People can interact with brands in many ways, across many devices, and through many Jungle Scout review.
But while the social media transformation – larger digital one – has added new opportunities for brands, it has created unrivaled complexity and increased demand for attribution & measurement.
As a result of these changes, marketers need to change the way they approach social media & measurement. Here’re some of the ways that top marketers are embracing change to drive results & return on social media investment.
1. A growth mindset
To start, success – ultimately social media ROI – is not driven by ingenious revelations or the latest technology; it is driven by mindset. A growth mindset requires the desire to want more find ways to optimize, and continually advance – along with a willingness to embrace the constantly evolving social media landscape & use it to their advantage.
Desire and drive cannot be taught, but a growth mindset can be honed to help marketers identify real opportunities & innovate for marketing growth.
2. A documented plan
A growth mindset is a driving force behind results, but it alone can’t generate success.
Consequently, a written & established strategic framework – that establishes what success looks like, key audiences, competitive white space, opportunities for growth, and a plan for how to achieve these – is essential.
the Content Marketing Institute notes in its 2016 B2C content marketing trends study:
“Compared with B2C marketers who have a verbal-only strategy, B2C marketers who have a documented content marketing plan get better results with the tactics, social media platforms, and paid advertising ways they use.”
Those who’re effective at generating social media ROI understand the need to have such a structure in place to align & guide decisions & tactics.
3. Always experimenting
Experimentation is the foundation of growth & driving results. As Sean Ellis has said:
“If you are not running experiments, you are probably not growing.”
Additionally, “top marketers are more than twice as likely to conduct plan experiments than the mainstream,” a joint Econsultancy and Google study found.
Simply, a culture of testing & experimentation helps social media marketers answer plan questions, enact relevant optimization, and find new chances.
Building an agile culture and process that is flexible to strategic experimentation lets for constant testing – small bets that could be replicated & implemented iteratively if effective – which is the basis for developing actionable insights & driving success.
4. Not losing sight of business goals
The top marketers show ROI on their social media efforts by first understanding what matters & what feeds results, which means they know how social media contributes to overall business objectives.
When developing a social media plan, the top marketers establish bottom line aims that contribute to & align with overall business goals.
After those objectives are established, the key social media results / marketing objectives that ladder up to the business objectives support the numeric goals to drive toward & inform social media marketing tactics.
Due to such a structure, social media ROI can be determined & allows the top marketers to understand which social media tactics, channels, and plans are driving the greatest business impact.
Referencing the Econsultancy and Google study again, “95 percent of the study’s respondents agree that to matter, marketing analytics’ KPIs must be tied to broader business aims.”
The top marketers know the difference between their marketing & business objectives & metrics, how the groups are connected, don’t lose focus of needing to drive real business outcomes.
5. Making measurement essential
Along with a documented plan, top marketers establish a consistent measurement & reporting system. All of the aforementioned components are not possible without having access to the associated data that is needed.
The top social media marketers make reporting consistent to isolate trends, chnaces, and optimizations. They also put a premium on data & measurement by maintaining such a structure & seeing it as the center of everything they do.