BtoB Magazine recently conducted a study of priorities for B2B marketers and found that most are actively pursuing different channels and platforms that they believe will help improve their visibility on the web.
While most companies think of Facebook and Twitter for social media marketing, 30 percent of respondents said a presence on LinkedIn is a top priority moving forward. For B2B marketers, the platform is an especially attractive option as it offers opportunities to both recruit new employees and engage with with potential prospects.
In an effort to improve the visibility of their websites and authority with their niche, 20 percent of respondents said blog content marketing was in their plans. Many of the responding organizations said they use increased site traffic as a key indicator of marketing success, which explains an interest in blog content. Developing articles covering various industry topics can help organizations appeal to a wider audience and generate more leads.
While LinkedIn marketing and blogs are being used to drive current marketing goals, companies are actively looking for new metrics to measure the effectiveness of their cross-channel. According to BtoB, 60 percent of marketers are still not measuring their campaigns. While this is an improvement from the 75 percent who said they did not gauge success last year, it still represents a lack of viable internet marketing metrics.
Brafton recently reported that some companies that believe measuring social marketing success may actually misinterpreting data. In a PulsePoint study, 27 percent of marketers said they use intuition to gauge the success of their campaigns and make decisions on their futures.