Professional Documents
Culture Documents
Social Media Ebook
Social Media Ebook
Social Media Ebook
SOCIAL MEDIA
MARKETING
TABLE OF CONTENTS
82Conclusion
Introduction
Today, social media activity is higher While social media platforms started Social media marketing offers " Social media is becoming a
than ever, with the number of users as ways to stay connected with marketers vast opportunities to engage real part of people's everyday
rising to 2.77 billion in 2019, up from your personal and professional with their buyers across the entire lives (all people, not just social
2.62 billion in 2018, according to network, they have evolved to customer lifecycle on the platforms
media marketers)."
Statista.¹ become powerful ways for brands to they actively use. So, it’s critical that, as
- Peg Fitzpatrick, Social Media Strategist
connect with buyers and engage in a marketer, you know how to leverage and Co-Author, The Art of Social Media:
instantaneous two-way conversations. social media marketing to build your Power Tips for Power Users
Social media is now the status quo for brand, drive demand, and engage your
a business’s digital presence, and users buyer.
expect to see their favorite brands on
social media. And that’s why social
media marketing plays a critical role in
the success of every business.
3
What is social media marketing and
why is it important?
What is social media marketing and why is it important?
Because of its rapid rise and It’s important to understand that Social media marketing can be
prevalence, social media marketing has social media marketing is more than done organically, with posts that are
become a global phenomenon and a the traditional platforms that many displayed to your audience based on
ubiquitous part of a marketer’s toolkit. marketers are familiar with—Facebook, algorithms. It can also be augmented
Social media is no longer something LinkedIn, Instagram, Snapchat, and by paid advertising, with posts that are
that needs an introduction—most Twitter. There are many more activities boosted by a platform’s ad capabilities,
marketers and their audiences know and platforms that marketers can making it more likely for your post to
about it. and should explore to reach their be seen by your target audience.
target audiences, engage them with
relevant messages, and build lasting
relationships.
look
at how it helps marketers drive value across every stage of the customer lifecycle.
INCREASE DEMAND
Social media offers marketers more than just a way
to reinforce their brand.
OMNICHANNEL
CAMPAIGNS
Social media does not work in a
silo. Many great brands use social
networks as critical components
of their marketing mix and
communications. But it’s important
to understand that social media
marketing is most effective when
its messages and content support
and reinforce other marketing
channels. Coordinated messages
across channels allow marketers to
carry on a continuous conversation
with their audience over time.
8
What is social media marketing and why is it important?
² Consumer trust becoming key to brand success, report, Digital Strategy Consulting, 2019.
http://www.digitalstrategyconsulting.com/intelligence/2019/01/consumer_trust_becoming_
key_to_brand_success_report.php
³ 40 Employee Advocacy Statistics To Build A Case For Social Business, Tribal Impact, 2015.
https://www.tribalimpact.com/blog/my-favourite-employee-advocacy-statistics
⁴ 2018 Edelman Trust Barometer, Edelman, 2018.
https://www.edelman.com/sites/g/files/aatuss191/files/2018-10/2018_Edelman_Trust_
Barometer_Global_Report_FEB.pdf
⁵ The 2018 Chatter Matters Word of Mouth Study, Talk Triggers, 2018.
https://www.talktriggers.com/cm
9
What is social media marketing and why is it important?
10
Create a winning
social media strategy
Create a winning social media strategy
Build personas
To understand your audience—from In that case, you may still want to go
prospects to current customers—you’ll back and examine if those personas
want to create personas that represent truly represent the audience you’ll
the people within your audience. encounter on social media. Listening
Often, this information is already to your audience on social media can
available from work you have done to be a helpful way to confirm whether
segment and target audiences in other
your personas fit your audience. It
marketing channels.
helps
you understand in real time what your
audience truly cares about and shares.
12
Create a winning social media strategy: Understand your audience
Build personas
Sometimes, the personas you are
trying to reach simply aren’t on social
media. If so, you should craft content QUESTIONS TO ASK WHEN BUILDING YOUR CUSTOMER PERSONAS:
that will be valuable to them but
may also reach people outside of
your built personas. It’s important
What companies are they from? What are their key job responsibilities?
to understand and create content BACKGROUND What are their likes and dislikes about their job? What does their team
for your audience, but on social, the structure look like?
best practice is to avoid being overly
exclusive with content. What are their business goals? How can your products help them
If you don’t have customer personas GOALS achieve those goals? What are their challenges and pain points?
yet or are adapting them from the How can you help address them?
personas developed for different
objectives, here is a set of questions SOURCE OF INFORMATION Where do they like to consume content (channels)? Are there specific
you will want to ask to get started: social channels where they do and don’t engage?
PREFERRED CONTENT TOPIC What content topics are they interested in?
OBJECTIONS What objections do you anticipate from them during the sales process?
SPECIFIC PRODUCT
Are they interested in a particular solution or product?
INTEREST
ROLE IN PURCHASE
PROCESS What is their influence in the decision-making process?
QUOTES What are some key takeaways that they have said during interviews?
13
Create a winning social media strategy: Understand your audience
✍
based on customer demographics of customers, you’ll want to develop
and behaviors in addition to their multiple buyer personas. If you’re Why create personas?
own understanding of customer a B2B organization, your personas
Developing buyer personas requires some initial investment, but it pays off throughout the
motivations and challenges. To distill may include an executive sponsor, customer lifecycle—for targeting not only your social media marketing campaigns, but also
this into a persona, you can conduct decision maker, and the user. If you’re across all your marketing efforts.
qualitative interviews and surveys a consumer company, you likely
of your customers and salespeople, will create your personas around • They determine which kind of content you need: If you break your existing content
down by persona, you can easily see which personas have enough content and
as well as analyze the customer demographic information like age,
which need more.
demographic, firmographic, behavioral, gender, income level, and region.
• They set the tone, style, and delivery strategies for your content: Some buyers
and purchase data available in your For most organizations, somewhere respond best to light, conversational voice, while others trust a more formal tone. In
marketing automation platform between four and six personas is ideal, creating your personas, you’ll find out the best tone and style for your audience.
or other systems. The better you although you might create fewer for a • They help you target the topics you should be writing about: Why speculate about
understand and humanize your less complex audience. the topics your buyers care about when you could just ask? Personas will help you
generate a list of relevant topics.
buyers, the more relevant your
• They tell you where buyers get their information and how they want to consume it:
marketing will be. Does your audience like to sink their teeth into 100-page guides, or do they prefer
short, snappy graphics? Do they spend their time reading third-party reports, or do
they comb through Twitter? This information will inform the way you create and
distribute your content.
14
Create a winning social media strategy: Understand your audience
landscape and see which social media platforms will work with your engage with your audience and can become
a resource drain if you’re on too many
message and will reach your audience. It's a combination of your goals
channels.
and where your audience spends their time."
• Don’t create a presence on a social site and
then abandon it. Creating a presence means
-Peg Fitzpatrick
finding and building engagement with your
audience. It’s a continuous process that
takes time, but it’s well worth the effort.
15
Create a winning social media strategy: Map your goals to the customer lifecycle
Growth
Advocacy
"Fully understand the goals and questions your potential customers have at each stage. If you do that, you can effectively guide
customers no matter where they choose to get their information and engage."
-John Jantsch
Create a winning social media strategy: Map your goals to the customer lifecycle
17
Create a winning social media strategy: Map your goals to the customer lifecycle
The probability of selling to a The probability of selling to an Marketers that say they achieve a higher Repeat customers spend more
⁶ Customer Retention Should Outweigh Customer Acquisition, Adobe, 2013. Source: Marketing Metrics and Bain & Company⁶
https://www.cmo.com/features/articles/2013/7/18/customer_retention.html#gs.8zjdvq
18
Create a winning social media strategy
19
Create a winning social media strategy: Creating content for social media
"It used to be that we created paid ads, shared those on social media, and hoped they earned organic or "owned" brand
engagement. That model has flipped. Now, brands are creating great stories on their own platforms. If the content is good, it
'earns' social shares. Then paid promotion is placed behind it to maximize reach. Ultimately, it all starts with great content!"
-Michael Brenner , CEO, Marketing Insider Group 20
Create a winning social media strategy: Creating content for social media
"When you create a great video or blog that resonates with your audience, too often, marketers stop
there. You must take that content and turn it into other pieces that fit other social platforms. For
example, if you have a great Facebook Live video, take the best 1 minute clip and share it on
Instagram."
-Brian Fanzo, Change Evangelist & CEO, iSocialFanz, LLC 21
Create a winning social media strategy: Creating content for social media
"One size content doesn't work, of course neither does the same "Regulated brands will likely have to take more conversations offline
content across all social networks. There are specific content than a retailer or restaurant, but that doesn't mean they still can't be
considerations for the campaign, the brand's audience, and the personable, empathetic, and helpful in public via social media."
distinct organic networks built up on each channel." -Dan Gingiss, Co-Host, Focus on Customer Service Podcast
-Lee Odden ,CEO, TopRank Marketing
22
Create a winning social media strategy: Creating content for social media
23
Create a winning social media strategy: Creating content for social media
groups, and more. On social media, image sharing applications makes this in a fun way through contests and
you can build a visual vocabulary that Visual content is more than
appeal even greater. other image-centric campaigns. 40X more likely to get shared
defines your brand in the same way on social media than other types
2. Images creates intimacy
a traditional written-word style guide of content.⁸ — Buffer
Photos help humanize your company.
typically does. Social audiences—
Now, customers and prospects can
prospects and customers—love Content with relevant images gets
relate to your brand message via photos 94% more views than content
visual content, so make sure you are without relevant images.⁹
without needing to read a plethora of
consistently using images in your — KISSMetrics
emails.
marketing mix. Here are the top three
reasons why you should use photos The average video
and images in your social media post generates 135% greater
organic reach, when compared
marketing campaigns: to photo posts. 10
— Social Bakers
24
Create a winning social media strategy: Creating content for social media
Videos customers toward another purchase or Encouraging comments is a great asset to promote social
Video is now an essential part of any retaining those that you already have. Your goal should be to generate sharing. Integrate videos in your
successful social media marketing To get more visibility, make sure you as many “thumbs-up” ratings and social campaigns to further increase
strategy. Not convinced? According to optimize your videos by: comments as you can for brand engagement, as videos often have high
Wyzowl, 77% of consumers say they’ve awareness and SEO purposes. share rates compared to other types of
been convinced to buy a product or Using customer-centric titles Commenting on other popular assets. Promotional and sales-focused
service by watching a video.11 Online videos in your niche is another way to videos are acceptable and can be
Put careful thought into the keywords
videos can help you achieve a range generate more comments and ratings. useful. Unlike whitepapers, videos can
your customers might search for when
of outcomes, from awareness and It’s also a great opportunity to present be product-oriented and promotional,
looking for a video like yours and what
engagement to conversion and yourself as an expert by making a and can include:
will catch their attention as they’re
retention. scrolling their feeds. comment that spurs other viewers • Product demos
Videos are most valuable when they to engage. • Webinars
offer a real-time look into your brand Including video descriptions with
• Whiteboard sessions
activities; it’s not enough to just pull targeted keywords Increasing social shares
Use the description field to add Use links or embed codes to share • Customer testimonials
copy from your other channels.
Therefore, video can sometimes be relevant keywords for your buyer your videos on other channels and • Speaking engagements
hard for brands to develop because and your brand. If your video aims to include them on your website.
• Holiday video cards
it requires resources to create and drive conversions, such as a purchase Determine which videos would be
or download, it’s a best practice to useful to prospects and customers • Vlog entries
curate content. When optimizing video
for your social media marketing, the include a shortened link with a CTA and include the links in your emails, • User-generated content
first step is to understand the goals driving traffic to your website or a blog posts, and other outbound • Company culture videos
you’re aiming to achieve. Some videos landing page with a specific offer. communications.
will simply entertain—building brand You should always be thinking
affinity, awareness, and engagement— about how to make your content
while others will educate, helping drive more shareable, and video content
25
Choosing the
right social
media platforms
Choosing the right social media platforms
"It all comes back to asking yourself how you can make your story relevant to that "I believe too many marketers are creating strategies focused on where their
space. Learning to adapt to evolving technologies will change the way that we audience is today. Not only does that not embrace change, but it forgets to factor in
connect with people and tell our stories." where your audience will be tomorrow."
-Bryan Kramer, Best Selling Author, CEO, PureMatter, TED Talk & Keynote Speaker - Brian Fanzo
27
Choosing the right social media platforms
Facebook
Facebook is one of the most widely Facebook offers more than just a way
used social media platforms, with to stay in touch with friends, family,
more than 2.27 billion monthly active and colleagues—it’s also an essential
users.12 Its continued success can tool to connect with your buyers.
largely be attributed to its focus on Since it officially created a space for
user experience and its ability to brands in 2007, it has continued to
navigate the shift to a mobile-first evolve the ways marketers engage
world. with their audience. Facebook allows
your business to be accessible to
people on a trusted, popular platform,
where potential customers can not
only engage with your brand but
also see real people (their network)
interacting with you. This sets the
stage for you to build stronger, more
authentic relationships with them.
28
Choosing the right social media platforms
Facebook (cont.)
hurt your chances of being seen. comment, or share videos they enjoy. Facebook You won't
Facebook is very user-centric and
counts other actions as metrics of success,
believe what
such as how long someone watches a video,
happened next...
continually optimizes its platform whether someone turns on the sound, makes the
to ensure that the News Feed video full screen, and enables high-definition.
Relevance is key—think about sharing fun,
helps users connect to stories that Time
In the spent reading a post:
educational, or humorous video content that is
past, brands could manipulate their engagement
matter most to them. Posting overly immediately engaging.
Clickbaiting is when a publisher posts a link
rates by running a contest in which users were with a headline that’s misleading or leaves out
promotional content will cause required to like, share, or comment on a post, important information to get users to click on it.
your page’s organic distribution to but this no longer works. Facebook measures the While these posts get a lot of clicks, Facebook
fall over time. So how do you make number of seconds a user spends on each post research shows that 80% of the time, people
to understand whether the content resonated prefer headlines that are more informative. So
sure customers see your post? with them. If individuals spend more time on a instead, Facebook looks at how long people
Understand how the following particular post compared to others, it’s a good spend reading the article and the ratio of people
issues impact it and how to indicator that it was important to them. clicking on the content compared to people
overcome them: Time spent with content: Facebook discussing and sharing it. Facebook has also
starts measuring this after your content has fully identified phrases that are commonly used in
loaded and only measures to a certain threshold clickbait headlines to determine which posts are
clickbait and which web domains they’re coming
so longer articles don’t get ranked higher. Ensure Diversity of posts:
Facebook discovered
that you provide users with timely, relevant, and from. Links shared from those pages or domains
that people enjoy reading articles from a wide
will appear lower in the News Feed until they
valuable content they will actually read. range of publishers, so they’re reducing how
stop posting clickbait headlines.
often people see several posts in a row from the
same source. This means it benefits you to spread
your posts throughout the day to increase the
chances of them getting seen by your audience.
Choosing the right social media platforms
Facebook (cont.)
Important features Live video Tips and tricks
Tabs and apps Facebook Live videos are video posts • Create engaging cover photos • Incorporate live video into your
Tabs and apps appear in two places on that you can share on your timeline to promote large assets, posts to engage your audience
your Facebook page: in the navigation and in your followers’ News Feeds in announcements, or events. The in the moment. Research from
bar under your page’s cover photo real time. They can also be watched cover photo is typically the first Facebook reveals that people
and on the left side of your timeline. after the fact, and brands have the thing a user sees when they visit spend 300% more time watching
Tabs come with your page and help ability to offer a subscribe function your Facebook page, so upload an a Facebook Live video when it’s
users navigate through content such to notify subscribers whenever they image that is on brand and makes broadcasted live compared to
as photos, videos, and events. Tabs start a live broadcast. You can share good use of that white space. To afterward.13
can also be used to host a variety of announcements, do interviews, make your cover image especially
• Add links to some of your posts
apps, which help a business extend cover events, and share educational eye-catching, you also have the
to point to a landing page on your
its capabilities directly on its Facebook broadcasts. Live video offers brands option to upload a video.
website.
page, including running contests, the opportunity to share what they are • Use tabs to promote assets, a
promoting offers, connecting to your thinking and doing right now with their • Take advantage of Facebook’s
landing page, or other important
other social accounts, and more. fans and audience. carousel, slideshow, and canvas
items.
features to turn photos or
Facebook groups Facebook Stories includes photos
videos of your new product or
The group feature is useful for or videos that followers can see in
latest event into an interactive
demonstrating someone’s passion or a dedicated “stories” section for 24
experience.
expertise in a topic while connecting hours. Brands can post content with
them to like-minded people. Company filters and emojis to increase visibility.
employees can join groups dedicated It’s especially useful during an event
to the industry to share ideas and where you’d like to post a lot of timely
insights with their peers. content in a short amount of time.
Bonus!
The best marketing automation solutions allow you to publish multiple landing pages
directly to Facebook. Rather than redirecting Facebook visitors to your website, these
pages allow you to gather data from customer behavior on Facebook in the same way
that you can gather data from a page built on your marketing automation platform.
13
Facebook Gives Live Videos News Feed Boost, Social Media Today, 2016. Automation users can also use Facebook Lead Ads to promote specific offers and
https://www.socialmediatoday.com/social-networks/facebook-gives-live-videos-news-feed-boost capture lead data that syncs seamlessly with their marketing automation platform.
30
Choosing the right social media platforms
Facebook (cont.)
Facebook paid advertising
Having a complete Facebook Additionally, Facebook offers
business profile and posting regular advertising, which operates off a
updates is an important step to traditional pay-per-click (PPC) model.
building your audience. But to Facebook limits the distribution
take full advantage of Facebook’s of organic, unpaid posts, so paid
large user base and people-based advertising is the best way to reach a
targeting options, many businesses large audience. For more information
are turning to paid promotions. on digital ads, check out our
Facebook’s paid promotions include Definitive Guide to Digital Advertising.
boosted/promoted posts, which
allow you to put paid advertising
and targeting behind a post on your
Facebook page.
31
Choosing the right social media platforms
Twitter
In 2007, Twitter began and was and has become a space where both your business, and these self-selected
considered by many to be a flash-in- corporate and personal brands can audience members are indicating an
the-pan social media outlet. But now develop ongoing relationships with active interest in your brand.
the platform is a virtual watercooler followers. Twitter also serves as a
where the world’s news breaks and popular platform for customers to air
people gather to discuss industry their customer service complaints.
news, politics, pop culture, and their Companies that lack a strategic,
daily musings. As of March 2019, conversion-based plan of attack for
there are 330 million monthly active their Twitter accounts are losing out on
users.14 Additionally, this social giant access to a huge potential customer
has proven it’s a critical part of any base and an opportunity to showcase
marketing mix. Twitter has become themselves in a socially savvy, relevant
an optimal network for thought way. Being followed by users on
leadership growth and development Twitter is a signal of their affinity for
14
Number of monthly active Twitter users in the United States from 1st quarter 2010 to 1st quarter 2019 (in millions), Statista, 2019.
https://www.statista.com/statistics/274564/monthly-active-twitter-users-in-the-united-states
60%
of Twitter users purchased from a business
because of something they saw on Twitter
32
Choosing the right social media platforms
Twitter (cont.)
Grow your following
Building your following on Twitter 2. Use Twitter lists: Twitter lists are
is key to driving awareness and a simple way to accomplish two
engagement success on the network. important things: strategically
There are a variety of techniques listening and curating content for
marketers can use to build their your users. Curated content often
The 4-1-1 rule
following—let’s explore four key comes in the form of a retweet Originally introduced by Joe Pulizzi of Content Marketing Institute, the 4-1-1 rule states
ways: and is a good way to ensure that that for every four early-stage, light, and informative pieces of content you share, you can
your content mix is not purely have one soft-sell offer and one hard-sell offer, like a demo. The 4-1-1 rule can guide your
1. Create engaging tweets:
sharing strategy for many social platforms, not just Twitter.
Because Twitter is so fast- self-promotional. To make curating
paced, it’s important that content easier, develop a Twitter list.
you post regularly. Without Lists are a way to segment a group
regular posts, your tweets will of accounts that regularly feature
quickly get pushed down your interesting content. Segmenting
followers’ streams. Think about these accounts into a list makes
creating a mix of content that finding content to retweet quicker
ranges from entertaining to and easier. It’s important to note
educational to promotional. that some lists are private and some
A good rule of thumb to use are public. You might want to make
when creating your content mix a private list of influencers for your
is the 4-1-1 rule. brand to follow and retweet and
a public list of brand partners or
thought leaders within your industry.
33
Choosing the right social media platforms
Twitter (cont.)
3. Craft your tweets: There are a • Use @mentions:
few important tips for making Mentions are a way for you
your tweets more searchable, to engage with other Twitter
shareable, and readable. users. Mentioning people Twitter paid advertising
will call their attention to
• Keep your tweets concise: Because of its large global user base, Twitter can offer marketers advertising options
your tweet, but avoid using that are highly customizable and targeted. Users can interact with promoted content,
Hitting the maximum character
mentions excessively because such as tweets, accounts, and trends, the same way they can with organic content.
count of 280 happens, but try
it can feel spammy. Additionally, Twitter offers website cards that promote a call-to-action and aim to
to keep your tweet to around drive more website visits. For more information on digital ads, check out our
100 characters.15 You can use Definitive Guide to Digital Advertising.
4. Host Twitter chats:
a URL shortener like Bitly and
A Twitter chat is a public
built-in tools on social media
conversation based around a
management platforms.
unique hashtag. The hashtag
• Use #hashtags:
allows you to follow the
These symbols have become
discussion and easily participate.
synonymous with Twitter and
Most Twitter chats are usually
are used to tag tweets by topic,
recurring and focus on specific
making it easier for users to
topics, but some are centered
find your tweet. Marketers
on special events. Hosting a
can develop hashtags and use
Twitter chat is a way to engage
them to help promote and
with your audience and
track social campaigns.
followers in real time.
34
Choosing the right social media platforms
Twitter (cont.)
Tips and tricks
• Create a Twitter list for your • Engage regularly with industry
employees, competitors, leaders by interacting with their
influencers, and top followers. posts and sharing them with your
• Keep your tweets short and sweet. network.
Research from Buddy Media shows • Include relevant links. Tweets with
that tweets containing less than links are 86% more likely to be
100 characters receive 17% higher retweeted, according to research.18
engagement than longer ones.16
• Twitter handles and media
• Generate hashtags for events, attachments don’t count toward
product announcements, and the word count anymore but use
other campaigns that need a big this extra space cautiously. You
promotional push, and understand don’t want to overwhelm users
the popular hashtags that apply to with too much text.
your business, product, or service.
• Add stickers to your tweets to
According to research from Buddy
make them more fun and engaging.
Media, tweets with hashtags
Stickers are searchable and
receive twice as much engagement
function as a visual hashtag.
than those without. But use them
sparingly, since tweets with more
than two hashtags showed a 17% GE creates Twitter Lists for different interests
drop in engagement.17
16
The Ideal Length of Everything Online, Backed by Research, Buffer, 2018.
https://buffer.com/library/the-ideal-length-of-everything-online-according-to-science
17
How to Hashtag, We Are Everyone, 2016.
https://www.weareeveryone.com/blog-article/how-to-hashtag
18
10 Twitter Tactics to Increase Your Engagement, Social Media Examiner, 2014. 35
https://www.socialmediaexaminer.com/twitter-tactics-to-increase-engagement
Choosing the right social media platforms
LinkedIn
LinkedIn is the world’s largest talent. Encourage your employees
professional network, with more to participate on LinkedIn—it’s a
than 460 million members.19 It has great professional location for your
expanded its solution beyond a hiring employees to promote both your
and networking platform to include brand and their personal brands. LinkedIn paid advertising
robust company pages, a highly Leverage your employees’ business LinkedIn’s paid promotions include sponsored updates and LinkedIn ads, which
targeted advertising solution, and networks by asking them to share amplify your status updates and advertisements to your target audience. And with
publishing functionality. With these your company posts and join and sponsored InMail, you can send messages directly to a user’s LinkedIn inbox. For more
information on digital ads, check out our Definitive Guide to Digital Advertising.
additions, LinkedIn is now the way to participate in relevant groups. The
reach an audience with a business more evangelists you have on LinkedIn,
mindset. the more opportunity you have to
Build your brand presence become a thought leader.
Companies can build a profile on
LinkedIn to showcase products,
employee networks, blog posts,
upcoming events, and status updates.
Much like Twitter or Facebook, users
on LinkedIn can follow your profile
to learn more about your company.
You can also post job openings on
LinkedIn and search candidates,
making it a great venue for recruiting
36
Choosing the right social media platforms
LinkedIn (cont.)
A strong LinkedIn presence comes 3. Showcase page: A company
from leveraging different aspects of showcase page is an extension
the social network, which include: of your company page that is
1. Profile page: Company profile designed to highlight specific
pages are a free LinkedIn service products or services. Showcase
for any user. Because this is your pages are especially helpful when
primary branded landing page your business has multiple solutions
on LinkedIn, it’s very important with their own different fans and
to make sure you have carefully followers.
thought about the images and
messages you choose to represent
your brand.
2. Content sharing: Posting on your
company page is a key way to
build followers and fuel your paid
advertising efforts. These posts
can be text, images, links, video,
or slide decks. It’s important
to note that because LinkedIn
is perceived as a professional
network, your content mix and PayPal's Showcase Page highlights their merchant solution, PayPal for Business
tone should aim to be fairly
professional and engaging. We’ve
found that because users are on
LinkedIn mostly for professional
purposes, educational posts
perform very well.
37
Choosing the right social media platforms
LinkedIn (cont.)
4. Groups: LinkedIn groups are Tips and tricks
communities formed around • Encourage employees to
topics of interest, industry, title, participate on LinkedIn Pulse and LinkedIn for talent, recruiting, and careers
professional organization, brand, LinkedIn groups to build their
and so on. In these spaces, network and generate awareness
LinkedIn Talent Solutions is a product that serves recruiters and HR. The focal point of this
users can share articles, post offering is the company career page—a paid page that is tabbed behind your company
around your brand. profile page.
jobs, exchange advice, and
• Create a group for your
gather digitally. Groups can be a This space augments your company page branding efforts by sharing the personality and
customers and brand advocates
strategic and important way for an brand of your corporate culture. Your marketing and messages on your career page are
or an industry group for
organization to create a community targeted specifically at prospective employees or followers who are looking at all aspects of
professionals in the same space. your company.
of users, demonstrate thought
leadership around a specific area, • Optimize your LinkedIn page for
and gain insight into the pain SEO—include your top keywords
points of potential customers. in your company description and
Before starting a group, identify specialties to see a real impact in
your objectives and decide which search results.
group structure will best facilitate • Keep track of industry news and
those goals. engage with key influencers on
LinkedIn groups make it easy for LinkedIn Pulse.
companies to locate potential
customers. Simply make a list
of keywords that relate to your
prospects or the industries you
target, and run a search for any
LinkedIn groups related to these
keywords. Once you find the right
groups, participate in discussions,
ask questions, and make
connections.
38
Choosing the right social media platforms
Pinterest
Pinterest is a virtual scrapbook or include a good content mix on your conversions and sales. From retail
pinboard that allows users to share Pinterest boards. to fitness to vacation packages and
and organize visual imagery and link to For consumer organizations, Pinterest beyond, Pinterest has become a
external sites. The platform functions is a valuable tool that allows brands valuable conversion generator for
like a visual search engine. A user can to curate content that builds and many marketers.
pin anything from around the web, reinforces their look and feel.
other users can re-pin their images, Additionally, depending on the
and they can organize their Pinterest product, Pinterest can help drive
pages by categorizing content on
boards.
Pinterest can serve different
purposes depending on the type of
business you’re promoting. For B2B
organizations, it’s a great way to curate
visual content like infographics, videos,
company culture, and even blog posts.
The boards provide a unique, visually
appealing way of organizing content.
But always make sure your content is
relevant to your audience and that you
Pinterest (cont.)
Retailers can easily socially market
their goods on Pinterest, but
companies that sell consulting Pinterest paid advertising
packages or aircraft engines typically
Using promoted pins, you can reach
don’t have Pinterest in their marketing more people and ultimately drive more
plans. Should they? If a brand cares traffic not only to your boards, but
about or spends money on any of the also to your website. You can target
following, then the answer is yes: buyers based on keywords they search
and their interests, location, language,
• Awareness: Pinterest’s platform is device, and gender. And with buyable
a search engine in itself, allowing pins, consumers can purchase products
buyers to search for content directly from the Pinterest iOS or
they’re interested in—which could Android app through a “Buy-It” button.
40
Choosing the right social media platforms
Pinterest (cont.)
• Branding: Are you a design- find you and your pins, and it • Organize your boards around
forward company? Pinterest is is all about keywords. Include different themes: different
all about the visuals, so leverage relevant, popular keywords in product collections, company
the fact that graphic designers the description of your pins and culture, inspiration, how-to, and
are one of the most prolific boards to get more views, likes, so on. To get started, document all
groups of pinners by getting and follows. The fastest way to the different types of assets you
your creative team to pin their increase your following is by can share on Pinterest, then group
work to both inspire and be pinning new and interesting items. them into common categories.
inspired. Start a company board Some of your categories may be
to show your peers the beauty of broad (office fun), while others will
your marketing, and then start a Tips and tricks be specific (infographics).
board with pins of other brands’ • Use relevant keywords to describe • Get verified as an official business,
marketing campaigns that inspire your pins, so users can easily find so users view you as a trustworthy
you. them. Over 80% of pins are re- source of information. This will
• Conversions: Pins can link to pins, according to RJMetrics.20 So, make your pins stand out as users
pages on other websites, which engage to increase your visibility. scan through, which is especially
gives brands the opportunity to If you’re a consumer marketer, important if you're directing them
drive buyers to a landing page for consider adding prices to your to another website.
a gated asset, a registration page, pins. Pins with prices get 36% more
or a product page. Pinterest’s likes than those without, according
search is primarily how people to a study by Shopify.21
41
Choosing the right social media platforms
Instagram
Instagram is a photo and video Plan: Before you begin sharing photos • Make it exclusive—Post images • For Instagram stories, you have the
sharing app that is becoming more and engaging users, it’s up to you to and videos that can only be seen ability to add polls, ask questions,
valuable to marketers, especially create a plan for how you will reach on Instagram. run “ask me anythings” (AMAs),
with Facebook’s acquisition of the your audience. Ask questions like: • Make it visually engaging— and more to test less-permanent
platform. It has a very active user • What does my target audience Instagram users are savvy and versions of content.
base with more than 1 billion active want to see? creative and know lackluster
monthly users.22 Many consumer content when they see it. Don’t
• How can I get them to engage with
brands are already realizing post a photo or video unless it has
my photos and videos?
tremendous success with Instagram, aesthetic appeal.
• What will get them talking about
using it to showcase their products
my company? • Make it personal—Post photos
and engage their audience through
At its core, the planning stage is about and videos that give your audience
posts, contests, and giveaways.
determining what will make buyers insight into the inner workings of
B2B organizations can use Instagram engage positively with your brand and your product or company.
to share interesting quotes and fun creating a plan of execution. • Include your audience—
visuals, capture event and office Capture: Create and share your Find ways to feature your followers
culture photos, and run contests and content. Consider the following and promote them (with their
scavenger hunts. Whether you are objectives as you do: permission). Including and
a B2B organization or a consumer acknowledging your audience will
brand, here are a few tips to help you encourage them to continue to
find success on Instagram: engage and share.
22
Instagram hits 1 billion users, up from 800M in September, TechCrunch,
2018. https://techcrunch.com/2018/06/20/instagram-1-billion-users
42
Choosing the right social media platforms
Instagram (cont.)
Hashtag: The Instagram hashtag is to your brand and industry, as well as
a powerful feature to engage your ones that are popular keywords. And
viewers. Hashtags act as keywords, remember to use hashtags (more than
providing a way for people to find one!) on all of your posts.
photos through a simple search. They
are especially useful as you seek to
establish your brand as an industry
leader and get more followers.
Implement hashtags that are unique
50,000
45,000
40,000
Average of all posts: 31,827
35,000
30,000
25,000
20,000
15,000
10,000
5,000
Posts with hashtags Posts with Posts with Posts with Posts with five Posts with Posts with
and location tags two hashtags three hashtags no or more hashtags four hashtags one
hashtags hashtag
Posts that include both a hashtag and a location tag over-index engagement, averaging 43,061 Likes and Comments each. Posts with multiple hashtags also perform better than average.
43
Choosing the right social media platforms
Instagram (cont.)
Engage: Engaging and sharing with Tips and tricks • Create an image with text on it,
potential customers is the primary • Make sure your Instagram account such as a quote or important
Instagram paid advertising
reason to use Instagram. There are a name is very similar to your takeaway, if you want to share text.
number of ways for brands to do this: company’s name and that it’s set • Use Instagram stories to post more On Instagram, brands can advertise
through a variety of imagery. With single
• Events—Post photos and videos to public so users can easily find frequently without overwhelming photo ads and multiple photo carousel
of events you host for your current you through search, hashtags, and your audience. This feature makes ads, you can advertise using content that
and potential customers. their networks’ activity. your content available for 24 appears seamlessly in the user’s feed.
• Geolocation—Use the geolocation • Post at peak times. Between 7:00 hours, and you can choose which For more information on digital ads,
check out our Definitive Guide to Digital
feature so users can easily discover and 9:00 p.m. are typically the ones you want to save to your
Advertising.
your account and your photos. busiest hours for Instagram. regular feed for a longer shelf life.
This can be especially useful when • Identify hashtags that fit for your
you are hosting a conference business and product, trending
or event or promoting in-store
hashtags you want to participate
events.
in (like #MondayMotivation or
• Gamification—Hold a contest #WednesdayWisdom), and
for your audience. Have viewers hashtags unique to your brand,
submit photos, provide captions, and incorporate them in every
or solve a puzzle. single post. Consider using a
• Convert—Instagram offers branded hashtag as well. Simply
advertising that can drive direct Measured reports that 70% of the
sales, form fill-outs, subscriptions, most used hashtags are branded.23
and other conversion activities.
While these are not organic posts,
they are important to consider as
you create your Instagram content
mix.
YouTube
YouTube has more than 1.9 billion Tips and tricks
users.24 Your video titles should be • Use a keyword-rich description
customer-centric and descriptive so because this section represents YouTube paid advertising
users can easily find your content, the metadata that Google Whether your buyers are looking at funny cat videos or watching educational marketing
and your video descriptions should searches. videos, there are various types of ads you can show to targeted audiences based on content:
be two or three sentences that in-stream, in-search, in-display, or in-video overlay ads. For more information on digital ads,
• Post new videos consistently, so
include targeted keywords. check out our Definitive Guide to Digital Advertising.
users feel that it’s worthwhile to
Be sure to take advantage of the subscribe to your channel. Set
tagging feature, which is how a cadence for how often you
YouTube determines the relevance will publish videos and stick to
of your asset and groups similar
it. Once you’ve set expectations
videos together. Five to seven tags are
with your audience, it can hurt
optimal and will ensure your video
your brand to not meet them.
is associated with other videos and
• Include CTAs in your videos,
appears as a “related video.”
asking viewers to subscribe or
visit a link. You can direct them
to your website to learn more or
to a landing page to download a
coupon or register for an event.
• Broadcast live videos on your
YouTube channel (and then host
the recording).
24
Most popular social networks worldwide as of April 2019, ranked by number of active users (in millions), National Geographic uses keyword-packed descriptions that help boost
Statista, 2019. their search rankings
https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users
45
Choosing the right social media platforms
Snapchat
While Snapchat is more of a messaging • Understand how your tone, voice,
app, brands can use the platform and branding will be represented.
to tell interactive stories. Its content Consider starting an employee Snapchat paid advertising
disappears after 24 hours, but it can ambassador program to share
Snapchat’s 3V (vertical video views) ads, which appear in both premium and
be downloaded and saved elsewhere. unique views of different teams curated content, allow brands to promote their stores in a portrait mode that
within your company. takes up the full-screen space. And with the geofilter feature, businesses can
create unique filters for their audiences to use to promote a campaign or event.
Tips and tricks • Think in terms of a story. The
“My Story” part of Snapchat
• Create a custom QR code for your
accumulates your snaps over a
brand’s profile and get creative
24-hour period. What do you want
with where you place it.
your audience to know about you
• Create branded geofilters for in that time period?
events and launches for your
audience to use and share with
friends. At Marketo’s Marketing
Nation® Summit, we used a
geofilter within the conference
center vicinity so users could
interact with and share with their
network.
PRESENTATION SHARING
Presentation-sharing platforms play a • Base your presentation on a
critical role in the research your buyers topic in which you are an expert.
do long before they get in touch with Leverage subject matter experts
you. Platforms such as SlideShare and within your company for topics
Scribd offer you a great way to display they know well. This will help you
your content, educate your audience, offer your audience a unique,
and support your SEO strategy. expert point of view on a topic
Upload and share content that and provide value.
addresses your buyer personas and • Take it on the road. Use your
track which sites are most popular presentation outside of simply
with each persona. Then, refine posting it to the presentation-
which topics and content work best sharing platform. Share it at
on different sites. Types of content company meetings, user groups,
you may want to share include meetups, and conferences.
infographics, slide decks, and webinar • Get SEO value. Make sure all
slides. your presentations are optimized
for SEO so you can reap the
Tips and tricks search engine rewards. This will
• Make it a part of something help drive traffic not only to your
bigger. Your presentation is presentation and channel, but also
more powerful if it’s part of a back to your website.
larger content initiative. If your
CMI publishes SlideShares on a variety of different topics to educate marketers
presentation is part of a bigger
campaign, you can engage your
audience further with content you
know will interest them.
47
Choosing the right social media platforms
Q&A
Q&A sites give users a platform to Tips and tricks
ask questions, provide answers, and • Listen for conversations that are
discuss topics of interest. The best going on about your company or Link building
sites provide easily searchable product and ask employees to join
Many Q&A sites have high rankings and a continuous amount of traffic. Adding links to
answers and can be good for SEO. in when appropriate. For example,
your responses on Q&A sites is a great way to drive traffic to your website and will have a
Popular if customers are experiencing positive impact on your SEO. However, make sure that you aren’t just placing links without
Q&A sites include Quora, Reddit, a technical issue or looking a quality response—links should be relevant to the question and your answer.
and Answers.com, although topics for advice about your product
on these sites can vary significantly. or service, you can alert your
They can help you drive traffic to your colleagues and ask them to answer
website and can also help you build the questions.
relationships with key influencers. Set • Host an AMA with subject matter
up Google Alerts for your company, experts and thought leaders
competitors, and top keywords and within your company. AMAs give
keep an eye out for questions you your brand direct access to your
can answer. Remember to provide buyer’s needs and interests and
thought leadership and insight in your allow them to connect with you
comments and only include link-backs on a more personal level.
when relevant. And, of course, always
focus on building relationships.
Social advertising allows you can target in place, track all your paid social
specific audiences and deliver your campaigns, and gain insights into
✍️
message on the platforms that your what’s working and what’s not. Only
buyers spend time on. But advertising then can you understand the return
Social advertising tips:
on social media platforms has changed on ad spend (ROAS) from your
tremendously. Recent updates to campaigns. 1. Don’t take yourself too seriously
many social networks’ algorithms 2. Focus on valuable content and solid offers
So, where are marketers spending the 3. Use platform targeting for the biggest impact
give users a better experience—one majority of their advertising dollars? 4. Always add value
with less promotional content and According to the 2018 Sprout Social 5. Test your ads and content on each platform
more relevant content they want to Index, Facebook remains the most
see. So, as a marketer, you need to favored social media platform among
supplement your organic posts with social marketers.25
paid promotion to get your content
seen by your audience.
This has led to an explosion in digital
advertising on social media platforms.
And as marketers increasingly spend
more on social, it’s more important
than ever to have the right strategy
50
Social media advertising
51
Social media advertising
52
Social media advertising
53
Social media advertising
relevant content or ads. This is much query string parameters for each disrupting your hard-won followers.
54
Social media advertising
55
Developing a
social media calendar
Developing a social media calendar
Create an editorial calendar based on your priorities. Use this to inform the topics and stage that you target on each social media platform.
USE THIS WORKSHEET FOR EACH PLATFORM TO CREATE AN EDITORIAL CALENDAR. FILL IN YOUR PRIORITIES BELOW.
Priority 1:
Priority 2:
Priority 3:
Priority 4:
Priority 5:
58
Developing a social media calendar
3. If you’d like your post to go on Twitter, please write the exact message below:
(Make sure that the messaging is under 140 characters, link included. Don’t forget to
include Twitter handles or hashtags if applicable.)
4. If you’d like your post to go on LinkedIn, please write the exact message below:
5. If you’d like your post to go on Facebook, please write the exact message below:
(Don’t forget to include hashtags if applicable.)
59
Developing a social media calendar
60
Developing a social media calendar
How many times per day will you post for each social media platform?
What upcoming releases, company/industry events, announcements, and content do you want to share?
(You may have to check with other teams—PR, content, product.)
List any holidays, national/international events, and trends that you want to post about:
61
Developing a social media calendar
62
Developing a social media calendar
Social marketing has a lot of moving parts. Print out or copy this checklist to
make sure you’re completing the necessary daily tasks:
Check any incoming tweets/FB comments/LinkedIn mentions Check for new social promotion requests from your team,
from yesterday. whether this is done via a dynamic form or an email alias.
Refer any support questions to the appropriate team
Check your paid promotions.
Reply to any comments
Are you still within your budget?
"Like," "favorite," or "retweet" where appropriate
Is your audience engaging?
Check for friend requests and new followers; accept and follow
back where appropriate. Check your editorial calendar and colleagues to confirm any
events, industry news, or announcements you'll need to monitor.
Double check the tweets/posts you scheduled last night. Send tomorrow's tweets, Facebook posts/LinkedIn posts around
Check for relevance (situations can change overnight!) Check for review.
all links Check all links
Check for typos Check for typos
Check your tracking parameters
(if using marketing automation or tracking platform to collect data)
63
How to structure
your social media team
How to structure your social media team
TEAM STRUCTURE
How you structure your social media team and communicate its role and responsibilities to the rest of
the organization has a direct impact on its ongoing success. Let’s take a look at a few things to
consider as you get started.
65
How to structure your social media team
Staffing considerations
Social media marketing takes effort, business as well. With that in mind, • Plan social campaigns
"Marketing today is getting
especially if you want to create an here are some considerations for your • Segment your social customer more and more specialized.
integrated cross-channel campaign business: relationship management (CRM) I outsource paid media to a
strategy. So, you will want to carefully
• Start by dedicating one full-time • Score/nurture on social specialist agency who stays on
consider resource allocation. How many
head count for social marketing top of trends and techniques.
resources you will need to dedicate to • Run social analytics
management. This person will But for organic, where the real
social media marketing will depend on According to a Marketo online survey,
spend their time mostly on relationships form, I think it is
the following: 50% of respondents named content
community management, social unwise to send to an agency.
• Budget for new head count messaging, content creation, best marketing as a top skill critical to their
We hold tightly and keep it in-
• Strategic goals practices, and planning. success.
house."
• Number of platforms utilized • Hire a full-time employee - Mark W. Shaefer, Executive Director,
66
Integrating social media into
your omnichannel
marketing
strategy
Integrating social media into your omnichannel marketing strategy
To be successful today, brands need following you on multiple social media " Social media programs cannot exist in a vacuum—you need social,
to look beyond disconnected vendors, platforms and also subscribed to sales, content, SEO, and even advertising working hand-in-hand—so
departments, and strategies to make your emails, so they don’t want to mostly you need a solid marketing strategy."
an impact and give customers a be bombarded with the exact same -John Jantsch
continuous experience. This means message on every channel.
you should use diverse channels and
messages that reinforce and support
each other. Your audience may be
Integrating social media into your omnichannel marketing strategy
Nurture
Today’s buyers move seamlessly—and marketing assets—emails, landing
quickly—across channels. A typical pages, forms, segmentations, and
customer moves from email to social workflows—easy to replicate and What is nurturing?
media to your website and back to implement. This fusion of planning
social media in the blink of an eye, and execution gives marketers more Nurturing is the process of building effective relationships with potential customers
throughout the buying journey and beyond, maximizing results and revenue for your
so they need to see an integrated flexibility than ever, which helps them
organization. It requires listening and responding to buyers on multiple channels. Marketers
experience across every channel. Your engage buyers quickly and personally
can now nurture anonymous visitors much earlier on in their buyers’ journey, creating a
marketing automation platform and to move them to the next stage in the more personalized, engaging, and guided experience.
nurturing campaigns must account for customer lifecycle.
all the ways a buyer will interact and
engage with your brand.
Drive social on other channels
Make sure your social media platforms
are key elements in your customer To build your social presence, it’s
or lead nurturing strategy. When a critical to make your profiles visible on
potential customer mentions your your other channels—website, email,
company on social media or interacts and beyond.
in a different way, you can use your Most of your audience has a Facebook
engagement marketing platform’s or Twitter account. Make it easy for
automation software to listen and your buyers to download an asset
respond with triggered emails and or register for an event by using their
communication. You can also use existing accounts to autofill forms. This
sophisticated targeting with paid social will not only help ensure that you have
media ads. an easy-to-use solution, but it will also
An engagement marketing solution capture rich data that can inform your
enables marketers to target their future campaigns.
audience efficiently by making
70
Integrating social media into your omnichannel marketing strategy
Web
As a buyer browses your website retargeting ads on social channels. For referral campaign to combine the
and interacts with your content, the example, a potential customer may power of compelling offers for
data you collect on their behavior come to your website to sign up for referrers with a reach that extends
feeds into a master view that fuels a free trial. Later, after leaving your across major social media platforms—
your communication with them website, you can use that information allowing you to grow your customer
across all channels. If your marketing to retarget them on social media with base fast. These referrals can be
automation solution has a web an offer. tracked by your marketing automation
personalization app, you can leverage You can also leverage your landing system, since each shared message
a website visitor’s lead or engagement pages to promote your social media includes a unique link that tracks the
score or stage in the buyer journey presence. With Marketo’s social responses at every stage.
to personalize your site and your application, you can set up a social
Marketo’s Social Dashboard tracks a social campaign’s progression and effectiveness and reveals how prospects
are helping to get the word out
71
Integrating social media into your omnichannel marketing strategy
72
Your social media
technology stack
Your social media technology stack
Simply knowing how many shares By analyzing your social sharing "Technology can help social
you received on Twitter, LinkedIn, metrics, you can test different media marketers figure out what
Facebook, and Instagram isn’t enough. campaigns, content, and social media works and what does not."
You need to know who shared your platforms against each other so
-Michael Stelzner
content, whom they shared your you can determine what is working
content with, and exactly what they and what isn’t. Additionally, with a
shared. Social applications offer more marketing automation platform, you
insight into all your social activities, so gain a single source of truth for cross-
you know who your top followers are, channel activities. You can provide
what content they share, and what your prospects or customers with the
their networks look like. right message at the right time and in
the right place.
74
Your social media technology stack
77
Measure the ROI of your social media campaigns
EARLY-STAGE METRICS
Early-stage content is typically fun, Followers: Tracks the size of your To demonstrate your total impact on For your paid social media campaigns,
entertaining, or educational and works audience on each channel over time the business, you need to measure you’ll want to track:
to build brand awareness and affinity, to understand how many people are hard metrics, like conversions, revenue,
Cost per lead/acquisition:
so you should be measuring data interested in your brand and what you and ROI. There are two types of
B2B marketers typically track the cost
that indicates how successful your have to say. conversions you should track:
per lead through their paid social
campaigns are at doing this. Engagement: Notes the interactions New names: This is the number campaigns, while consumer
marketers
Your social media platforms may have social media users have with your of people your campaign brought
may track the cost per acquisition. To
native analytics dashboards with soft social media accounts, such as clicks, into your database. It can help you
calculate cost per lead/acquisition,
metrics that help you evaluate and likes, shares, and comments on your measure how successful your social
divide the cost of your paid social
understand early indicators that are posts and time spent watching your media campaigns are at acquiring new
campaign by the number of leads or
precursors to conversions, like brand videos. leads or how many purchases your
acquisitions it brought in.
awareness and recognition, influence, Reach/Impressions: Measures the campaigns generate.
and mindshare. These metrics— number of people who have seen your Existing: When your campaigns
followers, engagement, and reach/ posts and is an important indicator of convert known names, your marketing
impressions—are especially important brand awareness. automation platform measures how
for your organic posts, since your they converted (e.g., downloaded a
objectives there are to build brand whitepaper), which adds to their lead
awareness and amplify your voice. score.
78
Measure the ROI of your social media campaigns
As you can see, conversions are For deeper insight, set up campaigns the conversion came from, the type of
critical for tracking how successful inside your marketing automation content used, the specific campaign
your platform with a smart list or smart that brought it in, and much more.
social media campaigns are. For B2B campaign that tracks specific
marketers, they reveal how effective parameters and reveals how many
your social campaigns are at bringing conversions each of your campaigns
in leads. For consumer marketers, brought in. Once a social media user
they indicate how good your social clicks on a unique URL and takes an Retention, upsell, and cross-sell
campaigns are at driving purchases. action on that page (for example,
If you’re a consumer marketer conducting transactions on your website, the next set
Your social media platforms’ native downloading an infographic), it counts
of metrics may not apply to you, since a conversion usually indicates a sale. However,
analytics alongside website analytics as a conversion, and this information remember that the customer journey doesn’t end post-sale. According to eMarketer,
platforms, like Google Analytics, can is captured on the back end. You can it costs 10 times more to acquire new customers than to sell to the ones you already
track who converted, which channel have.27 And based on data from Bain & Company, a 5% increase in retention yields a
reveal how many conversions each
25% to 95% increase in profits.28 Plan a strategy around customer marketing—retention,
campaign generated. cross-sell, and upsell—to maximize the lifetime value of your hard-won customers.
27
How to Unlock the Full Potential of Your Customer Base, Marketo.
https://blog.marketo.com/2016/07/how-to-unlock-the-full-potential-of-your-customer-base.html
Customer Retention Should Outweigh Customer Acquisition, Retention Science.
28
https://www.retentionscience.com/blog/customer-retention-should-outweigh-customer-acquisition
79
Measure the ROI of your social media campaigns
MID-STAGE METRICS
Your mid-stage content should be Sales qualified leads (SQLs): Pipeline: This indicates how many
educational and engaging to drive your Prospects who have been qualified by leads your social campaign brought
audience toward interacting further sales as good leads. in. At Marketo, our golden metric for a
with your company. The data you good campaign is one that generates
Opportunity: Once a potential
previously collected on your social pipeline at least five times the amount
customer becomes an SQL, they get
media campaign conversions will be of cost.
further qualified by sales. If they
critical to measuring your mid- and
late-stage metrics. deem
At this stage, you’ll need a marketing that there is a sales opportunity,
they’ll
automation platform to help power become an official opportunity in
your prospects through their journey your system. Although opportunities
and your pipeline with ad targeting. can take a while to develop since they
You’ll need to track the following factor in a buyer’s interactions with
metrics: your brand, it’s important to fill your
Marketing qualified leads (MQLs): pipeline with as many good leads as
Prospects who have reached an possible to generate more customer
agreed-upon threshold based on opportunities.
your lead scoring, which takes into
account their overall fit, behaviors, and
interests.
80
Measure the ROI of your social media campaigns
LATE-STAGE METRICS
At this point, you will begin to see As buyers engage with your brand
how your social media campaigns more and more, make the most of
contribute directly to revenue. Track the information you’ve collected by
the following late-stage metrics to tie targeting them with a narrower focus.
your social campaigns to ROI: In the early stages, you’ll want to focus
Opportunities won: Indicates the on a broad approach that can reach
number of closed-won deals that your many buyers. But once you have their
campaign achieved. attention, you can hit on their unique
interests and needs with powerful
Revenue won: Refers to the dollar
marketing technology solutions.
amount of the deal size that your
campaigns brought in.
ROI
Customer lifetime value (CLV):
Represents the total value that your
relationship with a customer brings
your company, across the entire
customer lifecycle.
81
CONCLUSION
Today, it’s not enough just to be on A solid strategy doesn’t shy away from With the right strategy—one that
social media. You need to be actively experimentation to achieve your goals. guides buyers further along the
engaging with your audience—building Technology will help your team adapt customer lifecycle and identifies social
your network, sharing content, asking and iterate quickly, and it will enable marketing tactics and platforms that
your audience to share, participating you to understand how your cross- are right for your organization—you’ll
in conversations, and responding to channel, continuous conversations ultimately bring more revenue to the
comments. with your audience on social media table.
As social media adoption continues platforms ultimately contribute to
to rise, an omnichannel social media reaching your objectives.
marketing strategy is essential to your Change is constant in social media.
brand’s success. You can’t afford to Ensure your strategy can stand the
be absent from conversations about test of time by defining your goals,
your brand, especially when your testing, and adapting the activities
competitors are part of them. Now you do to support them over time.
that you understand how to develop a The right strategy for one brand may
social media marketing strategy, you’ll be different than another, so craft a
be able to engage your customers at strategy that aligns with your goals and
each stage of the journey and create make sure it’s attainable based on your
content that’s relevant and drives your resources.
objectives forward.
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