What’s the most important and tangible goal for marketers using social media? To drive web traffic, according to an ongoing benchmarking study conducted by the consulting firm MarketingSherpa.
73% of the more than 2300 respondents to the MarketingSherpa survey says they target the goal of increasing web traffic, and measure results against that goal, when they deploy social media marketing programs.
The next three most mentioned goals are equally tangible: increasing sales revenue, improving search engine rankings and increasing lead generation.
Within the general discourse about social media, there is a lot of emphasis placed on the opportunity to open up organizations and create a new level of engagement with prospects and customers.
In our implementation of social media marketing programs, we’ve seen the potential of that activity.
Yet, the most tangible impact comes from the increase in visibility on search engines, and the direct conversion of consumers to website visitors, that accompanies the expansion of a company’s digital footprint.
The brand marketers surveyed by MarketingSherpa recognize the central role their corporate web site plays in their business strategies, and are assessing the impact of social media in terms of how well it helps to improve those strategies.
For those of us providing social media marketing programs, being able to articulate the benefit of a service against these objectives, as well as providing measurable results, will be at the crux of long-term success.
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