Post by account_disabled on Dec 19, 2023 22:35:44 GMT -6
Real case Brands and social networks: Nathalie is Marketing Director of a major account in the financial products sector. She applied everything she read, saw or heard on blogs, on LinkedIn, at conferences, on YouTube, when receiving service providers: she made her brand very visible on social networks. Indeed, around its site, there are: A great presence on LinkedIn. A company page with 250,000 subscribers and sponsored posts. Optimized employee profiles: rewritten URLs, branded and non-branded banners offered by the company, information sections filled in, etc. Several Facebook pages: for individuals, for businesses, for recruitment.
A YouTube channel with a mix of corporate, collaborator and customer videos. An active Email Data Instagram account. Educational materials on financial products on Slideshare. Snapchat and TikTok accounts to maintain relationships with younger customers. She does Community Management, she opted for an employee advocacy solution. But when she measures her results, it's quite mixed: there is, certainly, a little commitment but in terms of business, leads, whether professionals or individuals, she doesn't see anything coming. The organization is present, active, visible, which satisfies a lot of people internally. She has no particular pressure on the results obtained.
But that doesn't suit her. When I meet her, she asks me about the subject and tells me of her enormous disappointment: you have to justify every cent of expenditure on an expense report, but on the digital subject, she has the impression that no one is hampered by slipping budgets. I try to reassure her by telling her that not measuring results is a sort of norm. Indeed, his situation is not an anomaly. According to the 2020 report from the Content Marketing Institute, only 43% of BtoB companies measure the ROI of their “content marketing”: and they are 51% in Btoc: Many will recognize themselves, it essentially has diffusion objectives. This situation does not satisfy her. She needs to understand why this presence is ineffective. Likes are not customers.
A YouTube channel with a mix of corporate, collaborator and customer videos. An active Email Data Instagram account. Educational materials on financial products on Slideshare. Snapchat and TikTok accounts to maintain relationships with younger customers. She does Community Management, she opted for an employee advocacy solution. But when she measures her results, it's quite mixed: there is, certainly, a little commitment but in terms of business, leads, whether professionals or individuals, she doesn't see anything coming. The organization is present, active, visible, which satisfies a lot of people internally. She has no particular pressure on the results obtained.
But that doesn't suit her. When I meet her, she asks me about the subject and tells me of her enormous disappointment: you have to justify every cent of expenditure on an expense report, but on the digital subject, she has the impression that no one is hampered by slipping budgets. I try to reassure her by telling her that not measuring results is a sort of norm. Indeed, his situation is not an anomaly. According to the 2020 report from the Content Marketing Institute, only 43% of BtoB companies measure the ROI of their “content marketing”: and they are 51% in Btoc: Many will recognize themselves, it essentially has diffusion objectives. This situation does not satisfy her. She needs to understand why this presence is ineffective. Likes are not customers.