Emarketer reported that social media is continuing to show strength in generating traffic and leads. The trick is figuring out which channels work best for each objective.
A study of 600 US B2B small businesses by SaaS-based digital marketing software provider Optify found that social sites Facebook and Twitter drive the most social-sourced traffic to business websites. But, while Facebook delivers more traffic (54%), it’s Twitter that provides 82 percent of leads from social media. LinkedIn provided just 14 percent of site visits and 9 percent of leads.
Cost-per-lead can be much lower using social channels, making it an attractive tactic. That said, organic search still drives the most site traffic (80 percent via organic search results or direct browser traffic), as well as large proportions of leads (34 percent from direct traffic, 26,5 percent from organic search). Email (9%), paid search (10.5%) and direct referrals (12.5%) also remain substantial lead generators. If you want site traffic, concentrate on search tactics. But if client goals are focused on leads, it pays to integrate marketing tactics.
Know what your clients want to achieve, and adjust your marketing mix accordingly.