Recent eMarketer news paints a picture into the current value of social media for both business-to-business and business-to-consumer marketers. Social media is a powerful tool for engagement and top of mind awareness but many find it difficult to measure ROI. Not any longer. Recent findings suggest that marketers plan on increasing their social media budgets in 2013.
In its “State of Digital Marketing 2012 Report,” Webmarketing123 found that 52% of US B2C marketers and 41% of US B2B marketers planned to increase their social marketing budgets in 2013, while an additional 46% of B2C and 56% of B2B marketers will keep them the same. (eMarketer)
The results are no surprise as B2B marketers continue to look for ways to tap into social media as a means for creating impact across their industry pipeline. For B2C marketers, social media continues to be a major focus with Facebook leading the pack.
“These investments in social sites are showing results. Two-thirds of B2C marketers (67%) said they had generated leads from Facebook, and 39% said they saw sales as a result of outreach on the site. This was compared to 39% of B2B marketers who reported leads and 19% who reported sales. For B2B marketers, not surprisingly, LinkedIn saw the most success, with 44% of marketers seeing leads and 23% seeing sales from the site.”
A solid strategy is an important step in increasing these successes and require that marketers embrace the power of social as a legitimate tool for leads, sales, and ongoing engagement.