Guest post by Lucy Hitz from Simply Measured
In many marketing organizations, and especially in B2B businesses, social marketers aren’t solely focused on brand awareness (a common misconception). Usually, the social marketer is torn between two worlds: brand awareness and lead generation.
If you’re trying to figure out how to use your social marketing skills to increase lead generation, here are three strategies to think about.
You can figure out a lot about your brand and the people who love it (or hate it) by investing in robust social analytics and enriching your company’s knowledge of target personas, job titles, and content preferences. Here are a couple analyses to consider running.
Twitter Profile Keyword Analysis
There are already people following you. What are they into? They’ll let you know with their Twitter bios. You get demographic data like hometown, career (#techpreneur), hobbies, alma mater, gender, values (#Belieber), and more.
Your job is to look for patterns. And, whittle your findings down to a list of words that appear most often in people who take the actions you seek: click through to your website, download your content, retweet your posts, mention you in their posts, and buy your product.
Active Followers Analysis
You can use the data provided by Twitter to find out which followers are wide awake and actively engaged. These people are way more likely to enjoy any promotions you send out, share you content, and grow your following.
This is also a great place to begin your list for an influencer program, if that is a strategy you are considering.
Social marketers can offer added value to their organizations by finding the most effective times to schedule e-mail sends for their e-mail marketing co-workers.
If you find out when your audience is most active on social and which time zones they’re in, you’ll get a pretty good idea of when you should be pushing out those newsletters and promotional emails—and when the lull times are, if you’re testing an email send.
Paid Social Optimization
As social marketing budgets increase, social is rapidly becoming a pay-to-play space.
If your brand is devoting dollars to social, you can add a lot of value by optimizing your ad spend—and showing that this optimization is a major priority.
You can teach your brand a lot about itself by spreading your knowledge of the insights and interactions you experience everyday as the social presence of your brand. And, by watching how your campaigns perform over time and learning from failures and successes with social analytics, you’ll be able to turn your social marketing department into a well-oiled lead generation machine.