Benefits of Social Marketing 3 of 3

The top two benefits of social media marketing are increasing exposure and increasing traffic. A significant 85% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Increasing traffic was the second major benefit, with 69% reporting positive.

Nearly two-thirds of marketers are using social media to gain marketplace intelligence (65%). Tied for fourth place, 58% of marketers indicated generating leads and developing loyal fans were benefits of social media.

Changes since our 2011 study: Lead generation increased 7% from our 2011 study to 58% this year. Several categories saw decreases: Improvements to search rankings fell from 62% in 2011 to 55% in 2012. Only 40% saw improved sales in 2012, compared to 43% in 2011. We added two new categories this year: providing marketplace insights and developing a loyal fan base. Some questions that naturally emerge from the above chart might include, “Can I achieve more benefits by investing more time in social media?”, “Are marketers who’ve been using social media for years gaining even better results?” and “Is there a difference between B2B and B2C?”

Improved sales

It takes time to develop relationships that lead to sales. However, a large percentage of marketers who take the time find great results.
For example, 58% of marketers who have been using social media for more than 3 years report it has helped them improve sales. More than half who spend 11 or more hours per week find the same results and over 65% of those who spend 30+ hours earn new business through their efforts.
Small business owners with 2 or more employees were more likely to see improved sales from social media (51.5%). Conversely, 60% of all marketers taking this survey report social media has not helped them improve sales. This may be because they lack tools to track sales.

Increased exposure

Even with a minimal time investment, the vast majority of marketers (85%) indicated their social media efforts increased exposure for their business. Nearly all marketers who’ve been employing social media marketing for a year or longer report it generates exposure for their business. A significant 95% of those conducting social media activities for more than 3 years agree, as opposed to 73% of those who’ve been
doing it for 6 months or less.


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