All posts by Kelsey Moen
Unfortunately, there’s no easy button to press that will instantly bring your organization more leads. However, there is a lead generation strategy with the kind of “just-add-water” simplicity that will make your marketing more effective… Just add social!
Social media is an easy win for any business today, especially those using Marketo. Whether you’re a B2C, B2B or even B2E shop, social is a foolproof way to improve lead generation effectiveness.
More than 2 billion people in the world are active social media users. If you’re not tapping into that audience, you’re missing out! Taking advantage of social is extending the conversation you’re already having with your subscribers into other arenas to reinforce your brand messaging.
So as Marketo users, how do you segment and tap into the billions of social users to drive actual revenue? Here’s a few tips and tricks from our social team!
1) Add your social channels to your Marketo instance & take advantage of Marketo reporting
The golden rule of marketing automation is measure EVERYTHING. Social is no exception. If you don’t have the data to look at to tell you where you are and what’s working, how can you determine what to do next? Luckily, Marketo easily integrates social metrics into your marketing reports. Make sure you’ve got yours linked up and are taking a look at the data so you’re locked in on just the activities that drive ROI.
2) (Re)target your social (both paid and organic)
In order to be successful in any marketing campaign, you need to know who your target audience is. Make sure you’re mapping out your target personas (and the social media platforms they use the most) so you can tailor messaging directly to their needs. And don’t forget about Audience Hub – which connects customer behavioral data to social ad platforms for more personalized messaging.
You can also retarget your social engagers with email to extend and reinforce your marketing messages across platforms for an omnichannel approach. Make sure you’re promoting your web and email content through social to get those audience members into your Marketo nurture campaigns and converting into leads.
3) Make it shareable
With social, you’re not only trying to reach and influence your followers, you’re trying to reach the coveted followers of followers. Make sure your content is shareable – try to balance out how much you are promoting your own brand with educational, fun, or other interesting content that’s irresistibly shareable. And don’t forget to add the built-in Marketo social media sharing buttons to all your content and campaigns, it’s another “just add water” easy win!
4) The “Just Add Water” mentality (AKA don’t be afraid to recycle content)
Social is a continuation of the conversations you’re having with your audience on other platforms. Don’t be afraid to recycle and repurpose bite sized graphics, quotes and other nuggets of content from your current library to extend the life of the content, and not add undue stress on your marketing teams. Keep it simple (and keep measuring) then retool from there.
Social media is an easy win for Marketo users to improve effectiveness of their marketing efforts. Are you using social with Marketo? We’d love to help you check off this easy win. Contact us today with your questions!