Closed Loop Marketing Is the Key to Effective Social Media Campaigns
Posted by Patrick Murphy on Wed, Feb 02, 2011
Social Media new to the marketing world
As mediums for the promotion of companies, the Internet and social media are relative newcomers. Although marketers have accepted that they can no longer overlook these platforms and are seeking the best ways to integrate particularly social media into their marketing mix, many still question their validity based on their measurability. Hence, the important of closed loop marketing analytics.
Do you measure the ROI on your Social Media?
According to a 2009 study, more than eighty percent of marketers do not measure ROI generated by social media campaigns. Of the companies that do measure social media, most tend to stick to readily available statistics such as the number of visitors to a site, the sources of traffic generated, the network size (i.e. number of fans on Facebook, followers on Twitter) and the number of comments posted to networks or blogs.
Closed Loop Marketing is the start
This is the type of information closed loop marketing provides as basic starting blocks. But the aim of closed loop marketing is not just to provides measurement tools to social media campaigns. Closed loop marketing is more concerned with the quality of lead generated and the flow of information between the sales and marketing departments.
Monitor Social Media
Although it is important to monitor all social media activity to start, the key to a good measurement is that it allows marketers to see which ones are generating results. Which are the sites, blogs, posts or links that are grabbing customers attention and converting them to leads.
Linked to this is the quality of offers on landing pages. If a landing page is not converting leads, then perhaps it needs to redesigned or the offer needs to be upgraded. This kind of measurement requires marketers to be able to view leads at every stage of the online sales cycle.
This and much more is the kind of focus provided by closed loop marketing analytics.
If you would like more information on how closed loop marketing can benefit your business, contact a member of SiliconCloud today.
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