By Ed Pierce, Fleet Industry Marketer
Fleet industry marketers know the limitations of social network “vanity” metrics (i.e., likes, followers, shares, clicks). They may indicate progress, but measuring real social network value takes a much deeper dive, requiring more sophisticated tools.
Fortunately, technology has evolved to the point where attribution of social network value is a reality. While we are focused on lead generation, click here for a helpful chart that cites advocacy business unit value more broadly.
For sales and marketing, determining the origin of web traffic and tracking what happens to a lead after it is received are the critical factors.
Most companies still settle for lead segmentation by looking at the referring website, or traffic source. However, today’s marketers can (and should) look at segmentation in multiple ways to gauge campaign success:
- Segmentation by Referrer / Traffic source
- Segmentation by Visitor Type
- Segmentation by Location / Geography
- Segmentation by Content Viewed
- Segmentation by Landing Page Type
- Segmentation by Action taken
- Segmentation by Value
- Segmentation by Demographics.
- Segmentation by Engagement
- Segmentation by Technology platform
New marketing tools also allow campaign tagging, for a better picture of lead behavior throughout the sales process.
When a lead is received from a company’s website, it can be attributed back to the social media campaign. When the lead gets passed through to the corporate CRM and turns into a customer over time, that data gets passed back to marketing, closing the loop on the attribution funnel.
If you have yet to apply more sophisticated social media reporting technology to overcome the vanity metrics, it’s time to catch up.
If you have any questions, comments, experiences or opinions about fleet industry-related marketing that you’d like to share, write to me at
[email protected].
