The Content Marketing Institute have revealed their survey results on Paid #SocialMedia Effectiveness. Of particular interest are the mediums having the highest ROI in the B2B space. Most of my clients in the B2B space are looking for assistance in business development – particularly in view of the Australian market today where business is tough in some areas.
This survey helps provide insights as to which are the best social mediums. Of the 93% of B2B marketers and business owners using paid social media, 52% use promoted posts and 51% use sponsored ads. Forty-eight percent of promoted post users and 45% of sponsored ad users rate these tactics 4 or 5 on the 5-point effectiveness scale (again, 3 is neutral).
To pinpoint further, B2B marketers said that search engine marketing tactics like PPC or paid search advertising as the most effective paid marketing tactics, with 55% rating them 4 or 5.
At the other end of the scale, traditional online banner ads disappoint with only 29% of respondents finding them somewhat or very effective.
Where Great Content Meets Awesome Creative
I’m going to add that it’s all about content and creative – that’s the starting point. Have something that is not only relevant but of value to the target audience, use the right mediums and back it up with awesome creative. … then keep on working it by sharing and commenting. The benefit is that it will also build respect not only for the company but for the individuals that work within the company.. thought leadership!
Pick Your Partners Carefully
No time .. outsourcing to qualified commn’s people who understand the greater business strategy is key. Outsourcing it to kids or worse still overseas is a killer.
New Research Reveals Paid Social Media Effectiveness : Social Media Examiner