Mediaboss Marketing

Whilst marketers understand thatSocial Media Marketingis massive for visibility, brand recognition, and ultimately sales, the Boardroom needs to be handled differently. The boardroom (or your client) is usually full with financial people who need something to measure. So if you want to get your budget approved, from your board or your client, you have to justify it in terms they will understand.

You can define leads in two ways:

The cycle normally begins with a soft lead, on which you could use email marketing to convert them into a hard lead.

Ways to measure

These are 2 things that you can measure cross-channel.

Most people are trying to measure Social Media in the social channel, but the business value actually occurs on the website or through the building of a list. So rather than seeing it as one funnel, we must look at SM as only one part of the whole story.

A Sales Funnel is what CEOs understand, but when people come through the buying cycle they may have access to 20 different pieces of marketing information before they convert. This is not a linear process any more, so we need to measure all the interaction along the cycle. The best way to do this is to use a marketing automation system that measures every touch point along the way.

How do marketers track how people converted to a hard lead?

How do you present this information to Management? The matrix that Managers understand - which tweet converted the most, so lets do more of those. Whilst this is very important for measurement, it is too general. We like to use these 3 measurements:-

At Executive level these 3 are the ones that matter. Social Media Marketing is just one of many budgets on their desk, so they don't want the details.

See the original post here:
How to Measure the ROI of Social Media