Public Relations & Social Marketing Insight

Tracking social media activity is a herculean task for a company, even in the earliest stages of social media marketing. According to a study, 39% of businesses do not track their social media ROI due to lack of expertise, resources and analytics.

Fortunately, hashtags have made it easier to track campaigns, producing results that are more accurate.Using hashtag analytics, brands can efficiently run organized social media campaigns, optimize social media posts for more exposure and gather information about their target audience.

If you are confused about incorporating hashtags analytics in your social media strategy, rest assured, this guide will teach you everything you need to know....

In my recent blog on channel conversion rate, I mentioned conversion was only the initial piece of the puzzle. To get the full picture of how effective your acquisition channels are, you also need to look at win rate, velocity, and pipeline created vs. cost.

So in this fourth blog in the Marketo Institute series, we’re going to look at the next two channel pipeline metrics: win rate and velocity.

You can’t measure the effectiveness of a channel just based on conversion rate. A lot of marketers fall in to the pit trap of stopping their metrics right before the marketing-to-sales handoff.

Without closed loop visibility from sales back to marketing, you often hear conversations like these:

Marketing: “Here are some high converting leads!”(3 months later)

Sales: “Those leads were garbage.”...

Shares and links come with benefits. They amplify your content and help increase traffic. You could argue, however, as many do, more eyeballs don’t necessarily translate to conversions.

I don’t take social shares and links from other websites lightly. They say to me the content struck a chord with readers. It may be a fuzzy measure of success, but a measure no less. In fact, thanks to Buzzsumo, it’s a measure you can access instantly and use to gauge interest levels of your content.

I’m into it.“Shares can particularly help visibility and content distribution while links tend to help authority, search engine rankings and longevity,” wrote Buzzsumo’s Steve Rayson. The quote comes from Steve’s post, The Top B2B Content of 2016: Six Lessons for Marketers....