Investing in social media that produces the most ROI
Posted: Sat Jan 18, 2025 5:42 am
Instagram and Twitter are not new social networks, however, many marketers are seeing an increase in ROI on these platforms.
Specifically, the HubSpot blog revealed that in 2022, 70% of marketers plan to invest more budget on Twitter and 63% plan to invest more on Instagram.
Therefore, we recommend investing in the platforms where you see the highest audience engagement to increase your ROI.
Create advertising campaigns
Social commerce (a complete shopping experience, from product discovery to payment, that takes place exclusively on social media) continues to gain momentum, and is expected to grow three times faster than traditional e-commerce. A recent study by Accenture estimates that purchases made through social media will reach $1.2 billion by 2025. Furthermore, in a survey conducted by Statista in June 2021 in the United States, 35% of respondents said that their purchasing decisions have been influenced by advertising appearing on social media.
It is therefore worth remembering that sales on social media are booming and that advertising on these platforms works. Keep in mind also that the cost per click on social media is still lower than the cost per click on Google Ads. In short, consider using targeted advertising to combine organic and paid traffic.
Ephemeral content and interviews/debates with experts will disappear
HubSpot Blog Research revealed that 67% of B2B marketers will stop using ephemeral content – time-limited content that disappears after 24 hours, such as Instagram Stories.
Creating engaging, qualitative, and personalized content can be time-consuming and expensive, and the ROI is not sufficient. In the B2B space, it is preferable to focus on longer-form content, such as blog posts or videos.
The same goes for interviews, podcasts, and expert discussions. 48% of B2B marketers say they will stop using these time-consuming formats, whose impact is sometimes difficult to measure.
Customer-centric: Your content and interfaces must be customer-centric
With so much content available, buyers are becoming more selective and demanding about the information they receive and decide to either read it or skip it.
In 2022, your strategy should focus on engaging your target audience by always putting the customer at the center when creating content and user experience. Thus, in terms of content, it will have to be original and in line with the interests and needs of your customers, and the design of your website must be optimized.
According to data from the 2020 Demand Gen Report, B2B buyers who have to make a purchasing decision prefer to go to companies that offer original content . Content has become a valuable indicator of trust for buyers, as it prov austria mobile phone number list ides a lot of information about the expertise, knowledge, and experience of companies. But beware, writing articles will no longer be enough to generate web traffic and leads. Written content must be aimed at a target audience , previously identified through market research, psychological or behavioral analysis, or advanced segmentation. This content must be of high quality so that buyers want to continue researching the company or contact sales or customer service teams.
Once you have identified a target audience and written content that meets their needs and intentions, it is time to think about improving the customer experience.
Have you thought about analysing the data you have about your buyers' journey on your website? There may be areas for improvement that need to be worked on and that may explain, for example, low web traffic or a conversion rate that is not evolving.
Here are some clues to dig into:
Specifically, the HubSpot blog revealed that in 2022, 70% of marketers plan to invest more budget on Twitter and 63% plan to invest more on Instagram.
Therefore, we recommend investing in the platforms where you see the highest audience engagement to increase your ROI.
Create advertising campaigns
Social commerce (a complete shopping experience, from product discovery to payment, that takes place exclusively on social media) continues to gain momentum, and is expected to grow three times faster than traditional e-commerce. A recent study by Accenture estimates that purchases made through social media will reach $1.2 billion by 2025. Furthermore, in a survey conducted by Statista in June 2021 in the United States, 35% of respondents said that their purchasing decisions have been influenced by advertising appearing on social media.
It is therefore worth remembering that sales on social media are booming and that advertising on these platforms works. Keep in mind also that the cost per click on social media is still lower than the cost per click on Google Ads. In short, consider using targeted advertising to combine organic and paid traffic.
Ephemeral content and interviews/debates with experts will disappear
HubSpot Blog Research revealed that 67% of B2B marketers will stop using ephemeral content – time-limited content that disappears after 24 hours, such as Instagram Stories.
Creating engaging, qualitative, and personalized content can be time-consuming and expensive, and the ROI is not sufficient. In the B2B space, it is preferable to focus on longer-form content, such as blog posts or videos.
The same goes for interviews, podcasts, and expert discussions. 48% of B2B marketers say they will stop using these time-consuming formats, whose impact is sometimes difficult to measure.
Customer-centric: Your content and interfaces must be customer-centric
With so much content available, buyers are becoming more selective and demanding about the information they receive and decide to either read it or skip it.
In 2022, your strategy should focus on engaging your target audience by always putting the customer at the center when creating content and user experience. Thus, in terms of content, it will have to be original and in line with the interests and needs of your customers, and the design of your website must be optimized.
According to data from the 2020 Demand Gen Report, B2B buyers who have to make a purchasing decision prefer to go to companies that offer original content . Content has become a valuable indicator of trust for buyers, as it prov austria mobile phone number list ides a lot of information about the expertise, knowledge, and experience of companies. But beware, writing articles will no longer be enough to generate web traffic and leads. Written content must be aimed at a target audience , previously identified through market research, psychological or behavioral analysis, or advanced segmentation. This content must be of high quality so that buyers want to continue researching the company or contact sales or customer service teams.
Once you have identified a target audience and written content that meets their needs and intentions, it is time to think about improving the customer experience.
Have you thought about analysing the data you have about your buyers' journey on your website? There may be areas for improvement that need to be worked on and that may explain, for example, low web traffic or a conversion rate that is not evolving.
Here are some clues to dig into: