Econsultancy’s Quarterly Digital Intelligence Briefing found that even though companies are generally happy to embrace content marketing, the majority are still learning the ropes. Nearly half of the survey respondents admit they have not quite mastered the art of digital marketing, with only 21% saying they are “excellent” or “good” at it.
What is the reason behind these statistics? Why are you not converting leads to clients when you tweet every day, blog three times a week and regularly update your Facebook Business Page?
According to the report, while some companies have reaped the benefits of a ‘just do it’ attitude to social media engagement, many have held back from it due to the challenges of measuring the effect of social media interaction on brand sentiment.
While it is understandable that CFOs in general would still be reluctant to fork out money on activities that lack tangible value, there are in fact tools that can precisely gauge the impact of company blogs and social media engagement on brand awareness and sentiment.
As the Econsultancy study indicates, whereas 60% of the companies measure the volume of traffic from social media, a mere 17% of the respondents care to gauge the value of their website’s traffic –which – companies are otherwise in consensus – is the metric that is more important to track.
It’s unlikely that the businesses in question have ever thought of using integrated marketing automation software that can – above all – successfully manage, monitor and analyse their marketing activities for them for a comparatively negligible cost.
The answer – and the solution – is quite simple: pad these activities with an integrated marketing strategy and a clear target, monitor, analyse and optimise your performance, and watch the leads rolling in.