Want Social to Boost Sales? Be Prepared to Spend the Necessary Time

May 22, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | B2B | Brand Metrics | Data-driven | Digital | Search Engine Optimization | Social Media

SocialMediaExaminer-Social-Media-Benefits-May2013The top benefits of social media marketing are increased exposure (89%) and increased traffic (75%), finds Social Media Examiner in its annual “Social Media Marketing Industry Report” [download page], which surveyed more than 3,000 marketers on their social media activities. A majority also report benefits such as developing loyal fans (65%), lead generation (61%), and improved search rankings (58%), but only 43% say their efforts have boosted sales. Nevertheless, study results indicate that for those willing to take the time, sales will follow.

That is, while only a minority report sales improvement on account of social media marketing, that turns to a majority among those who have been using social media for at least 3 years (47% of the survey sample) as well as among those who spend 11 or more hours a week on social media marketing (representing 36% of the sample). Among those few spending 40 or more hours a week on social, 62% say they’ve earned new business. The researchers found similar results last year, although more respondents are seeing each benefit this year.

Of course, the results need to be treated with a little caution, because many marketers still feel unable to measure the ROI of their social media activities. In fact, only 26% of respondents agreed (23%) or strongly agreed (3%) that they are able to measure the return of their social media marketing efforts. That’s a surprisingly low figure, particularly if 43% feel they can confidently attribute improved sales to social.

Another interesting result pertains to the effectiveness of Facebook marketing. The survey finds that 86% of marketers overall find social media to be important to their businesses. Meanwhile, Facebook is the most popular platform, used by 92% of respondents, with 49% rating it their most important social platform. Given Facebook’s almost ubiquitous use, and favorable attitudes towards social media as a whole, one would expect that marketers are positive about Facebook’s effectiveness. But, just 37% either agreed (32%) or strongly agreed (5%) with the statement: “My Facebook marketing is effective.”

That suggests that while respondents feel that social media is an important part of their marketing mix, Facebook marketing may be seen more as a necessary component of their social activities rather than the most effective component.

Other Findings:

  • B2C marketers were 52% more likely than B2B marketers to agree that their Facebook marketing is effective (44% vs. 29%). Large companies (with 1,000 or more employees) were similarly more likely than self-employed respondents to find their efforts rewarding (46% vs. 29%).
  • While 54% of respondents overall said social helps them build new partnerships, that figure rose to more than 60% among those with 3 years or more of experience.
  • At least 60% of marketers spending 6 hour or more a week on social media said they saw improvements in their search engine rankings.

About the Data: The data is based on responses from 3,025 participants. 56% primarily target consumers and 44% businesses. 72% of respondents are aged 30-59, and females represented 62% of the survey sample. 57% are based in the US, with the UK (9%) the next-most heavily represented country.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This