The 130-year-old Dallas Morning News recently announced a move to hire more digital journalists who are skilled at social marketing. One of the new hires’ primary tasks isn’t just getting the juicy scoop. It will be to build their online following, bringing new “readers” to the paper. The editor’s quote: “We’re all salespeople now.”
If you are a CMO wondering if you also can acquire new customers through social marketing – there is a high likelihood the answer is yes! Salesforce, the global leader in CRM, says 77% of B2C companies acquired customers from Facebook, and 54% of B2B marketers have generated leads from social media. At Calise Partners, we advise clients to “go native.” Like-minded consumers huddle together in places like Facebook, Twitter, and Instagram, sharing interests and concerns. Engage people on their own turf to generate leads and acquire new customers. Go native!
The caveat? The level of your success depends on the level of your commitment. Like anything worthwhile, the secret to mastering social marketing is to show up and take part. And keep taking part. “Practice” will help you perfect your social marketing game.
In fact, “practice” may be more important for social marketing than for other forms of marketing, because social media changes so rapidly. For instance, in 2015, Twitter did away with the 140-character limit on direct messages. Pinterest began rolling out promoted pins (like a Facebook promoted post) and buyable pins (lets browsers buy an item they like with the click of a button.) Launched in March, 2015, Periscope and Meerkat amassed 1.5 million video streams within seven months.
Once you’ve made a commitment to hone your social media marketing regularly, what are some other best practices to keep in mind? Salesforce shares five tips for social customer acquisition.
- Create Lead Gen opportunities – Twitter cards allow users to sign up for an offer or opt in to a newsletter; LinkedIn offers several ways to publish content throughout their network
- Track brand and industry keywords – use keywords you’re already using for SEO; generate a list of popular hashtags to use
- Find and utilize brand advocates – leverage your best customers; use reviews and testimonials; capitalize on those already talking about your brand
- Get involved in relevant groups and chats – LinkedIn and Google+ have very targeted groups; create customized content for groups
- Don’t forget about paid social – campaigns can be very targeted: target by username on Twitter; target by email address on Facebook; and target by job title on LinkedIn
Another critical practice to implement simultaneously is measuring your performance and tracking results from social marketing. According to Simply Measured/TrustRadius, social media practitioners continue to struggle with this. That’s where the Calise Partners’ AdScience® platform comes in. With the AdScience platform, marketers can now measure the interrelationships of social media with other online and traditional media used in their campaigns.
The AdScience platform also has the ability to measure each individual marketing campaign or media channel and determine its exact impact in generating a customer lead.
And all of the social data generated through your marketing efforts is added to AdScience’s robust profile of your high-value customers. This lets you target new customers that look just like your high-value customers, delivering the most cost-effective new customer possible.
Going native sounds freeing and exhilarating – and it is! But is does take a commitment and enthusiastic practice. Take the leap – and you could be drumming up business at a steady rhythm.