Prove B2B social media ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 04, 2021, 5:01 PM UTC

Tracking social media data can help B2B companies prove and grow the ROI of their social media efforts.

To prove a B2B company’s social media ROI, companies need to start off with defining their performance benchmarks. Benchmarking social data over time can help understand baselines figures for different campaigns, informing their marketing efforts.

Businesses should use attribution modelling to track clicks and determine whether their social efforts are the actual sources of those clicks. They should also fine-tune their content strategy and prioritise types of content like thought leadership pieces and how-to videos to boost B2B social media ROI.

Marketers can consider tracking social traffic via Google Analytics to have a clearer picture of social efforts. Using UTM tracking can help tie social efforts with business outcomes over time, helping showcase the results of social efforts in front of stakeholders.

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