Public Relations & Social Marketing Insight

An estimated 67 percent of American adults use Facebook today. That makes the social media giant on the surface the best channel for small business owners to connect with their clients, customers and partners. But there are reasons to rethink Facebook engagement.

Those reasons include signs some users are getting tired of the site. The social network is completing a new redesign intended to reignite the spark with its audience. However, it could be too little too late.

Re-evaluating Facebook Engagement

Small business owners need to be concerned about “Facebook fatigue” too. It means that the audience they are trying to reach may be vacating the site, rendering marketers’ efforts fruitless. Below are four reasons you may want to reconsider the value of your Facebook engagement....

Web analytics and general knowledge of digital marketing key performance indicators (KPIs) have come a long way since the days when people were measuring “hits” on a site. Tools like Google Analytics, Omniture, and proprietary systems within companies have made digital marketing reporting more simple and accessible for the average marketing professional. These days, you’re nowhere in marketing if you don’t understand your basic web KPIs, including customer engagement and conversion rates. 

However, as content marketing takes the forefront in digital marketing tactics — especially for B2B and SEO marketing — marketers are still stuck in the stone age as it relates to measuring the effectiveness and impact of various forms of content. For example, consider white papers (or any page turn publication) — they are a common lead generation tactic within content marketing, yet most marketers fail to measure anything beyond “downloads.” The question remains: What can a marketer do to better understand the effectiveness of this type of content?...