/ Articles by Nick Bennett

Here’s the least surprising thing you’ll read all day: Everyone is using social media. In fact, according to Gartner’s 2021 Digital Marketing Survey, 54% of digital marketing leaders rank social media as their top channel to support digital marketing strategy—while expanding approaches to meet evolving user behaviors. In my experience working in marketing for more than 10 years, and growing my content creation business over the last four, having a social media presence that you post on occasionally and actively growing it are two very different things.

Small businesses that aren’t measuring and monitoring their social media performance are missing out.  One barrier could be that businesses don't have a clear strategy or understanding of where to begin with measuring and tracking performance. You can’t improve without an understanding of where you’re starting from.

You all remember the funnel right? The marketing funnel? SiriusDecisions launched its first version of the popular way of envisioning the demand generation process back in 2002. Twenty years later, they’ve updated their vision considerably to reflect the fact that people don’t just follow a single path in their buying process.