Matt Airhart talks about the ways KMI tracks metrics to help them develop and carry out better marketing campaigns. Spoiler: Facebook isn’t working, but LinkedIn is.
What social media “best practices” have you abandoned? What did your metrics tell you about what was working and what wasn’t? What are you doing and measuring instead?
Matt Airhart is the CEO of KMI. They create employee health and safety software solutions. To quote from their website, they create “web-based software solutions that help companies operate more sustainably, safely, and efficiently” and “enable companies to reduce injuries, increase the effectiveness of regulatory compliance initiatives, perform audits and inspections, manage Greenhouse Gas reporting, and initiate or improve corporate sustainability programs.”
“We do try to track. We’re big believers in measuring the success of what we’re doing, not just trying it and then never knowing whether or not it worked. So we do put a good bit of effort in defining and analyzing metrics for everything we do but particularly for social media.
Our results over time bear out what we sort of expected to see, which is, we don’t get a lot of traffic that’s useful that’s driven from Facebook. We don’t get a tonne of traffic that’s useful driven from our Twitter account. We are starting to change that based on having more interesting things to say when we Tweet, but it’s still not a big source of what we would call, ultimately, a qualified or actionable lead.
What we do see is turning out very well is LinkedIn. We have people coming into our website and either registering or contacting us, so becoming qualified leads, through LinkedIn. And that’s progressing at a pretty good pace, it’s accelerating.
And then the other one that’s big for us is Google Adwords. Google Adwords and just native search results or organic search results are big for us and those inbound leads, especially from the organic search results, are high value leads for us.
We probably get, maybe, upwards of a dozen inbound leads per day, and of those a vast majority of them turn out to be qualified leads because they were looking for what we do. They were independently searching on the web for an EHS or a sustainability software system or company, they find us, they either register or they call us and then it’s just a case of explaining to them why we’re better than anything else they can find, and that’s a good place to sell from.”