As far as web marketing goes, social media is an increasingly popular channel for both B2Bs and B2Cs. With new networks on the scene, and additional lead-gen features making it easier for companies to increase socially assisted conversions, marketers spread themselves thin to get returns from their investments. According to the Social Media Examiner’s 2013 Industry report, 97 percent of respondents use social media to promote their products or services and 86 percent consider it important to their success.
However, marketers’ willingness to say social has an impact on their bottom lines may not be backed by solid numbers or profit margins. While 92 percent of surveyed professionals say they use Facebook in their strategies, and 49 percent indicate it’s the most important network, only 37 percent believe their Facebook marketing programs are effective. Why are brands spending so much on a platform that doesn’t show the type of results they expect?
Only 37 percent believe their Facebook marketing programs are effective.
The social media giant is a difficult beast for marketers to tame. The Social Media Examiner report noted that Facebook is more effective for larger brands, emphasizing the fact that established corporations earn consumers’ trust much easier than small- to medium-sized businesses online. Perhaps the disconnect between effective and ineffective Facebook strategies originates in SMBs’ inability to engage wary audiences.
Businesses still building their reputations on Facebook should focus on engaging fans, rather than solely pushing products in users’ News Feeds. This requires social media marketing departments to develop interactive campaigns that include contests, polls and informative blog content. While communicating with social connections via status updates and comments helps build rapport, brands that provide viewers with entertaining social media content also generate interest among consumers. This will not only improve relationships with new and existing customers, but it will also guide prospects back to branded websites where additional lead nurturing can take place via calls to action and supplementary web content.