How to prove (and grow) your B2B social media ROI

Social media is a crucial channel for B2B marketers.

That said, are you able to prove the results of your efforts in plain English?

Although social is a prime place for content distribution and lead generation, only 15% of marketers use social data to measure their ROI.

Yikes.

Just like any other marketing channel, you need to be able to spell out why social is worth investing in. Doing so can ultimately boost your social media budget and secure more resources for future campaigns.

In this guide, we'll break down exactly how to measure your B2B social media ROI and grow it for the long-term.

How to measure your ROI from B2B social media in 5 steps

First thing's first: you need to be able to highlight what you're getting out of your B2B social strategy.

Proving the value of social as a marketing channel means not only minding how you track your efforts but also how you approach your content strategy.

1. Focus on the appropriate metrics and KPIs

While we all know that metrics matter, it's easy to get lost in the weeds when there are so many numbers to track. Below are the key B2B marketing metrics that tie to your business' goals:

Clicks

Through attribution modeling, you can source and track how many of your clicks from social media result in leads elsewhere. This includes web traffic, e-book downloads, webinar sign-ups and beyond.

In short, B2B marketers should not only track how many clicks they're scoring, but also what happens once people click through. You can then determine whether your social content results in legitimate leads.

Interactions

Comments, shares and mentions are more than just vanity metrics. Put into context, interactions can clue you in on:

Hands down @SproutSocial. Makes scheduling and managing content a breeze and has the most visually appealing, concise reporting tools. Could not recommend more!

— Anna Laura (not Anna) (@annalaurahhh) February 19, 2021