small medium businesses
Study Says Small-Medium Businesses Seeing Higher Twitter ROI
A recent study by BIA/Kelsey’s Local Commerce Monitor says that small-medium businesses (SMBs) perceived their Twitter ROI as “excellent” (10-19 times spend; 18.8%) or “extraordinary” (20+ times spend; 12.3%), up from 25% of advertisers in last year’s survey and 17.1% in 2011. But, there’s something missing here.
It’s important to know whether these results represent B2C (business to consumer), B2B (business to business) companies, or a mix of both? Personally, the results would have more value if they showed B2B and B2C separately. Other studies I’ve read seem to indicate that B2C companies are benefiting more from social media marketing than B2B.
The study also shows that SMB usage of Twitter for advertising and promotion has been steadily increasing over the past few years. In fact, 24.3% of SMBs used Twitter for advertising and promotion this year, compared with 22% in 2012 and 16.1% in 2011.
Other findings: Continue reading
Get Better Click-Through Rates by Segmenting Email Lists
Market segmentation has been part of the marketing discipline for a very long time. Yet, when it comes to e-mail marketing, there are still many marketers, SMBs (small/medium businesses), and nonprofits that send the same message and content to all their market segments.
Definition: The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.”
Unless your lists are totally homogeneous, you’ll get better click-through results when you segment your list. According to Dan Zarrella of HubSpot, “you can generally segment based on categories such as geography (i.e. where they live), demographic/personal information, interest types (i.e. preferred content subjects or formats), behavior (i.e. how engaged they are with your company/content/brand), or industry/role.”
His latest study shows a full percentage increase when sending e-mails to 2-6 segments versus just one. When your content has more relevance, it can produce better results with your e-mail marketing efforts.
Are you segmenting your e-mail lists? What results have you experienced?
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