Customer data can be used to create smarter strategies for social media marketing. As long as companies fetch it ethically, this data can help improve customer experience and improve business performance.
Moreover, social media has enchanted over 3 billion users across the globe it has become easier for businesses to keep track of customer behaviour. Like it or not, customer data is out there and businesses are simply tapping on its potential.
And why not?
It is accelerating the process in which a buyer gets what they need or are looking for.
It is creating a business opportunity to track and meet customer demand much faster.
Users are willingly letting businesses know about their personal interests. This means that they like it when they need something and see an ad exactly at the time when it’s most probable that they’ll make a buying decision or a purchase.
That’s how businesses are using strategies for social media marketing for greater, faster benefits.
Create smarter strategies for social media marketing with customer data
You can use re-marketing on high-intent audiences on Facebook, Twitter, Instagram and even on Google at a cheaper cost. The key is to brainstorm those keywords that your audience uses to seek information. Basically, these are buyer keywords.
B2B Marketers also can leverage LinkedIn’s database of business professionals to build their database. This is done through forms, sponsored content, etc.
Another effective database marketing strategy is marketing to existing customers to improve retention and loyalty. It is an efficient marketing strategy because retention is always cheaper than acquisition.
In essence, understanding the activity in customer database can help businesses build custom experiences.
Segmentation and Personalization
Marketers aim to nurture their leads, which are a part of their marketing database, to form a one-on-one relationship with customers.
This is possible through personalization through segmentation. Personalization helps improve open rates, click-through rates, sales and customer lifetime value.
For example, eCommerce brands can send automated, personalized coupons to cart abandoners based on the user’s behavior on their website.
With the growth of social media platforms and their active usage by customers, social listening and monitoring has become a key practice for marketers. Most conversations now happen online or through chat and that’s why creating a proper social media strategy is important to optimise company communications with customers.
While there are more than 3 billion active social media users today, keeping a track of each of their interactions with your social handles is not easy. However, it is not difficult either. With the right social listening strategy you will be able to convert new users and retain existing ones the right way.
One. Develop leads by talking to individual prospects.
Have conversations with users and potential customers. Ask them what they like or what is it that they are looking for. Talk to them about their problems and provide solutions to help them overcome those problems.
When they see that you are concerned and are actively trying to help them, they would want to have more of such experiences.
Moreover, you can share your opinion about matters. Look into common practices, issues in your sector and discussions around other products.
Two. Leverage dissatisfied customers of competitors.
For this, you can track competitor brand mentions, hashtags, product names and locate dissatisfied customers.
To meet the needs of such dissatisfied customers you can address their concerns and provide just the information that they are looking for.
Three. Speak the language of your audience.
When we say speak the language of your audience, we mean talk the way they talk.
Check out the mind of phrases that your target audience uses. Use common, generic words rather than jargon that completely repels your potential customers.
Create click-worthy headlines and catch phrases that compel them to take an action because they can relate with them.
Four. Keep a close tab on social influencers.
Social influencers are going to help you find the right pool of your target audience. This is majorly because they understand what your target audience is looking for.
The reason why they could become influencers is because they could influence users by knowing what kind of content and information users are looking for. They know what your audience wants to hear.
Build relations with such social influencers!
Five. Extract feedback.
Social media channels are the perfect place to look for feedback.
Users update regular posts about their experience or something new that they tried. You would want them to talk nice about you once they have interacted with your brand, wouldn’t you?
Collect these feedback and provide a prompt and helpful response.
Six. Talk to users even if they don’t tag you.
There are high chances that users talk about you, your brand, product or something else that relates back to you.
They may not mention you deliberately but unconsciously they do want someone to hear them out and respond.
Who better than you yourself to check their comments and respond?
Seven. Be aware of recent updates and industry trends.
That’s why they say, “Reading is a good habit.”
It helps you be aware of your surroundings, emerging trends, user needs, etc. It further helps you modify existing content, create new content and add more value for users.
Eight. Always, always measure ROI from your social campaigns.
If you are not using either of them, it’s better if you get started right away!
Data is providing all the necessary information for exponential business growth and the growth from social media is only going to increase.
Keep a check on what kind of campaigns are performing better. With what kind of content users are interacting more. How many registrations, demo request, proposals you are receiving through social channels.
Nine. Explore spaces to find new audience.
Returning and existing users are always going to be your top priority. This is because retention is always more cost-effective than lead generation.
However, that shouldn’t stop you from looking out for new prospects. Which other place to do it than social media?
People are always talking about what they like and what they don’t. Just keep a close look at these discussions and see how you can help.
Ten. Encourage indirect interactions with users.
For starters, don’t spam.
If you really want to engage with users through indirect mentions or conversations, at least ensure that the topic is relevant.
Eleven. Know what your competitors are creating.
This is one of the main tactics that brands use.
Always keep a close look at what your competitors are doing and create content that is better than that.
Twelve. Create customer and buyer persona.
Before you start creating marketing content, you first must realise for whom you want to create the content.
This helps you streamline your messaging and target keywords that are most relevant.
Across the world, marketing budgets for organizations account for over 11% of their revenue. For B2C organizations this statistic is higher, at over 14%, and for B2B it is relatively lower, at 9%. B2C organizations are constantly reaching out to their customers for re-engagement and retargeting whereas B2B organizations are constantly in search of high value leads for their pipeline. Over the years, marketing strategies have evolved from being fully traditional – print, media, advertising to a current mix approach where an online/digital marketing automation platform is a key enabler for the businesses.
With online marketing, there are several hurdles to driving the effectiveness of the marketing strategy. The hurdles include operational as well as intelligence aspects which constantly question the ROI delivery of the marketing strategy.
LeadMi: Marketing automation platform and AI native lead generation that solves these challenges for marketers
By automating marketing tasks and leveraging native AI-based technologies like NLP, NLU, Intelligent Decision Making, Machine Learning amongst others, LeadMi provides high-quality insights and data allowing you to arrive a custom predefined formula to drive your marketing needs.
LeadMi has been created to drive 3 key marketing pillars
A large number of B2B organizations rely on either inbound marketing or a lead database for lead generation. Having said that, 61% of marketers say that they are still constantly struggling with generating good leads since there is no definite formula or pattern to it as yet.
Inbound marketing is the task of trying to build interest for a product or brand via an Ad or a post on the internet and navigate the user to a landing page to capture their profile details through a form.
A lead database is a set of lead profiles with name, email and possibly other attributes like phone, organization, region, industry etc.
There are 3 fundamental problems with this approach
As per research, organizations are spending up to 50 USD per prospect lead to fill a form and about 30% of data provided while filling forms in incorrect. So, the cost of data gathering is upwards of 50 USD.
Lead databases are traditionally built at a certain point in time based on a single data source like LinkedIn. They are seldom updated with the latest data and are not validated for correctness across multiple data sources.
Even if we were to assume that the lead profile information was accurate, the tougher part is lead qualification. Imagine having a set of 100K leads but not knowing who to go after. It is extremely important to identify the right leads to pursue which ones will result in high returns – high ROI and higher team motivation levels.
LeadMi is true to its play on leading you towards your marketing goals and has built a lead generation engine that
Allows you to define a buyer persona using a set of organizational and user attributes like function, region, industry, seniority level etc.
Generate leads for your buyer persona at the click of a button. Leads are generated and validated from across multiple data sources on the internet.
Computes and provides an intelligent match score for every lead based on buyer persona and other parameters.
Displays the status of availability of the key profile information like email ID, contact number and social profile URLs.
Allows you to choose the lead profiles that you would like to unlock and view based on the score and the availability of the profile information. Users pay only for the unlocks.
In addition to this, LeadMi also allows you to update your data set with a refresh option. Users can choose to refresh their lead profiles which updates the profile data of the existing unlocked leads and also fetches new leads based on the buyer persona.
Based on one’s appetite and capacity, they could choose to unlock lead profiles and pursue them. It’s really that simple!
A marketing automation platform offers social listening, now an emerging trend
It is primarily for B2C organizations but also very helpful for the B2B ones.
Consumers or users of the brand/product are constantly engaging with the brand either on social media or the internet. Their interactions reflect their emotions for the brand, the product or the service.
As marketers, it is extremely important to identify, understand and nurture these emotions for the growth of the brand.
Social listening is the task of constantly listening to brand engagements or interactions and evaluating them to draw insights and in a few cases act upon them.
Social listening has 4 major benefits for your marketing team
Allows you to listen to mentions of your brand or product over social channels. Mentions can be further classified into 3 categories: negative, positive and review based.Consumers complaining about your brand if not acted upon quickly can tarnish your brand’s reputation online. There are several examples of such incidents worldwide. Consumers providing positive feedback about your brand/product or service can act as your influencers and hence it is very important to identify & nurture them.
As per research, consumers are constantly asking for review or feedback of a brand/product or service online. How about being notified and reaching out to them directly?
Builds a brand dashboard which is a mix of trends for sentiment, engagement, ROI and brand index.
Allows you to listen to your competitor’s engagement thereby, building a battle plan for your teams.
Identifies sales opportunities by profiling prospective leads matching your buyer persona as well as interacting with your brand.
Content creation and distribution with a marketing automation platform
It is the final aspect where automation in marketing can help several teams. Operationalizing marketing communications is a tedious task and with several social channels, the complexity has increased significantly.
LeadMi can automate content distribution across social channels and provide insights on content keywords to communication effectiveness.
AI native Lead Generation is now available for our customers to actively try using our free registration and trial capability. Active pilots are in progress on social listening, content distribution and will be live soon.
Stay tuned to know more about the marketing automation platform. Please connect with us on our social channels or email us at firstname.lastname@example.org
Maintaining a solid reputation on social media has become more important for brands than ever before. With ratings, reviews and customer feedback becoming the centre of attraction, a positive social media presence is all that a brand can ask for. That’s why businesses are turning towards social listening and monitoring to check the pulse of their audience, their interactions with the brand and get valuable insights through audience research.
Social media listening is keeping tabs on what is being said about your brand, product or service, company and team or a keyword relevant to your business on social media channels and using this data to gain insights to create a suitable action plan.
We can say that social media listening is a 2-way process-
First, you monitor all social media channels and see who is saying what about your brand or a trending keyword/topic that is relevant to your business.
Second, you collate the data and analyze how you can use this data as an opportunity to build something big. This part plays an important role because your activity will define your overall brand positioning.
So, what’s social media monitoring?
Social media monitoring is a subset of social media listening. It’s basically the first part of social media listening that we discussed above. It helps-
Measure the engagement level of the audience on your social media posts and through various activities.
Collect customer feedback, responses and mentions and create an engaging response.
Keep a note of how the audience perceives your brand as well as competitor brands.
Allocate appropriate budget to your paid social media activities
Prove the value of your social media activities by mentioning the exact ROI
All in all, social media monitoring tells you what has already happened. Just like data analysis.
Social media listening tells you what to do next on the basis of what has already happened. Just like data science.
Social media listening helps identify customer sentiment too
Reviewing customer sentiment is a key part of social media listening. It helps you understand how your audience and other social media members feel about your brand. With this, you get an upper hand on how you want to create a positive impact with an appropriate response to customer comments.
Take a look at this-
How do you think Connie is feeling right now? What do you think other bride-to-be’s would be feeling 109 days before their wedding?
It’s a simple and plain gesture with which you respond to such tweets or mentions on social media. You can choose to not respond to it but it’s always better to build a connection and a relationship with the audience.
Moreover, you become aware of negative comments as well, if any, and make improvements wherever necessary. As a result, you are always looking forward to how you want to devise a new social media strategy to stay ahead of the curve.
Social media listening has now become a crucial part of the marketing automation strategy for every business. If you haven’t yet included social media listening to your marketing strategy, then you might be missing out on a bulk load of important insights.
2019 recorded close to a whopping 3.5 billion social media users. It’s a 9% growth from last year and now you can only imagine what the numbers would be in 2020.
Customer engagement doesn’t start and end at engaging with customers on your social media handles. It is about taking a deep look at what customers are talking about the topics that are relevant to your business. It’s also about being aware of industry keywords and buzzwords that attract user attention and hook them.
For example, let’s say you are the business owner of an automobile industry and F1 race is just about to begin. So, you can leverage this event and share posts on your social media handles. You can also keep close tabs on what customers are saying on other platforms and leverage this data to engage with them more!
Change is the only constant and social media shows us Live examples of that.
In less than a minute something quirky goes viral, stays like that for days and then loses its charm. On the other hand, something extremely unique and meaningful gets recognition at a later generation. (Bob Marley will turn in his grave.)
So, times change and so do social media trends. Social media listening helps you keep track of these changing trends and modify your communication accordingly.
Although every social media handle gives you useful insights like this-
However, as a business you need deeper real-time insights to create meaningful engagement with your audience. You have to know the exact time, location, gender, company, intent, etc., behind every user action. This is how you go the extra mile to create engaging content and marketing campaigns for users.
Learn from your competition
It’s good to win a battle but it’s great to win the final war. And to win the war you can never think less of your competitors. Social media listening helps you exactly with that.
Since you and your competitors are targeting a similar set of audience, using a similar set of keywords and sharing articles about common topics, it’s best to keep tabs on their social media activities.
This way you can create your own marketing strategy that is at par or better than what they are doing. When you share unique content that is better than that of your competitors, it’s a sure shot win for you as well as your customers.
Be the first to become a problem solver
Staying active on social media helps you stay on top of all activities. The minute you find a hashtag that is trending or a problem that your audience is worried about, take advantage of this situation and be the first one to solve the problem.
You will find a lot of your competitors and other businesses talking about the problem but this will give you an opportunity to rise as the Hero! The true problem solver..
Identify influencers through social media reach outs
Social media monitoring will help you identify powerful influencers who have great influence on your target audience.
Reaching out to them or requesting them to talk a bit about your brand and your company will help you create a greater impact because your audience will be more hooked. There’s more trust when an already established person sends out a message.
With social media listening and monitoring you will be able to find out if an influencer is already talking about your brand. Or if any influencer is talking about a competitor. It gives you all sorts of insights.
Just to be clear, we do not encourage companies to peep into private customer conversations or interactions that are not relevant to your company. But yes, if a user is talking about your brand or keywords relevant to your brand, it is always a good practice to reach out and make your presence felt.
A lot of users appreciate it, especially when they are seeking a solution to a specific problem. And if you’re the one solving it before any of your competitors, you’ve earned a genuine lead!
Tips to master social media listening
Mastering social media listening takes time. It doesn’t happen overnight. Take a look at the following tips and see how you would like to get started with your own social strategy.
Identify your target audience and listen to what they are talking about
Listening is a key skill in marketing. It is crucial to listen to what your customers have to say and what is it that they are looking for.
Festivals, holidays, events and famous occasions are the best times to engage with your audience because they are definitely going to tweet or share an insta post about it.
Tesla created an absolutely sensational insta video for its audience. Surely, the viewers must have been booked right from the beginning of the video. Tesla captured the essence of Halloween and totally nailed it with its plan for social media marketing!
Learn from what data tells you
It’s good to track data and metrics from the beginning and right till the end. However, don’t just stop there. You have an important action to take after you recover this data because that’s why you collected it in the first place.
If you don’t take action, then it would only mean that you are focusing on social media monitoring. Take the extra leap, focus on taking action from the data that you collect.
Keep a close eye on your competition
You learn a lot from your competitors so keep a close eye on what campaigns they are working on. Just like you, they too want to be industry leaders and that’s why it’s important to know what they are upto.
It could be a case where they think of something totally unique but you figure out a way to do it better. That’s why social media monitoring helps you find out these ‘unique’ ideas and social listening empowers you to take necessary action.
Be ready for instant changes
Social media monitoring and listening gives you real-time data and analysis. At times there is definite consistency but there are other times in which you have to take immediate action. It requires great amount of presence of mind and social listening will help you get there.
There’s a lot more that you can do with social media listening and monitoring. You only have to get started to uncover multiple tips, tricks, hacks and growth strategies.
Social media has a large pool of potential customers that you must conquer. Once you do, you will see how less hectic it is to manage and engage this pool of target audience through technology, marketing automation and social media listening.