Social media marketing may have once been seen as a potential fad, but today, marketers understand that a well-established social media strategy is an essential component of your overall marketing plan.
When managed properly, social media plays a key role in:
- Engaging directly with your target audience
- Establishing your brand’s “voice”
- Building brand awareness and driving traffic to your content
- Lead generation and nurturing efforts
- Product development
As detailed in a previous post on the ReachForce blog, social media can also be a critical component of your account-based marketing strategy. However, despite the wide array of use cases and near-constant parading of social media marketing as a staple of any successful marketing plan, many marketers fail to see any real results from their efforts.
It is a frustrating dilemma to any marketer that has been there; you are doing the work, but just not getting the response you expected. What many may not realize is that the problem stems not from the quality of their tweets or LinkedIn updates, but rather the quality of their data.
It is true that like nearly every other component of your marketing strategy — from email drip campaigns to content marketing (and everywhere in between) — success hinges on whether good data management software sits at the foundation of your marketing tech stack. Without high-quality, enriched data at the foundation of your social media marketing strategy, you are missing out on some incredible advantages that could make you more efficient and effective.
Here are five ways enriched data improves your social media strategy.
#1. No More “Post and Pray”: Make Data-Driven Social Media Decisions
Social media is a new frontier for all marketers, but that does not mean you need to just throw everything against the wall and see what sticks to know what works. If you have data management software that unifies your inbound customer information (and enriches it with third-party data), you can use those insights to know exactly what your target audience wants to see from you on social media. That includes the channel(s) where your audience is most active, the content you share that works best on social media, the best way to engage with your customers, and the right days and times to reach your intended audience.
It is this last one that leads to the next big benefit of data management software (and the high-quality data it creates) to boost your social media strategy.
#2. Better Data Means Smarter Automation
Automation is one of the most exciting developments in recent marketing history. Technology today allows marketers to automate many of the tedious, manual tasks that previously consumed hours of their time. Without high-quality data, those automation efforts could be misguided. Social media automation is no exception. Plenty of tools exist for your martech stack that offer the efficiency and flexibility of automating your social media posting. However, without data management software producing consistent, high-quality insights, that automation may not be optimized for the best-possible engagement with your audience.
Automation is not limited just to posting to social channels on your behalf. With the rise of artificial intelligence and continued integration of machine-learning into marketing technology, tools like chatbots are automating much of the direct engagement with your target customers, too. These tools not only take the work off your shoulders but also help collect and qualify new customer data that can be used for future campaign development.
#3. High-Quality Data Helps You Prove Social Media ROI (Finally)
Many organizations have been slow to commit to social media as a core tenant of their marketing strategy because measuring success and return on investment has been infamously ambiguous at best and considered impossible at worst. Data management software allows marketers the opportunity to collect attribution data that tells them the exact social “route” leads take on their road to becoming customers. Social engagement is a critical component of that customer journey. By collecting that engagement data and collating it alongside other inbound data streams, the right data management software can help you prove the ROI of your social strategy for the first time.
Naturally, the inclusion of that social engagement data in the bigger picture of your customers has a positive impact on your overall understanding of your audience and how they operate, too.
#4. Know Your Customer Better Than Ever Before
According to Statista, 81 percent of the U.S. population has at least one social media profile. With the large majority of potential customers actively engaging with social networks, it makes sense that those channels would hold a wealth of information about your target audience’s likes, dislikes, wants, needs, and everything in between. Data management software brings that information into the fold with other sources of inbound customer data to create a comprehensive picture of your customer that can be used to improve your social media strategy and your entire marketing plan as a whole.
#5. More Data = More Creativity
With a better view of your customers and the ability to understand what works, the flexibility for better (and smarter) experimentation becomes one of the more exciting perks of using data to inform your social strategy. Marketers know it is not enough just to repeat the status quo time and time again; great marketing teams push the envelope and want to be on the forefront of the next great campaign that redefines how you engage with your audience. The confidence to push those boundaries intelligently comes from a repository of data that has proven to have a positive impact on your campaigns in the past.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean, and enrich prospect and customer lifecycle data in your business, and do it at your own pace.