You know that social media and predictive analytics both play an important role in your marketing strategy. Social channels are a go-to source for direct connections to your audience, while predictive analytics offer an opportunity to forecast future customer behavior. But few marketers understand how marrying these two strategies can really elevate your marketing plan to the next level and amplify the effectiveness of your campaigns.
If you read our recent post on the ReachForce blog about different martech tools for predictive analytics, then you know there are three steps to using predictive analytics:
- Data collection stage. This is the time prior to launching your campaign where you are collecting high-quality data from a wide array of channels (including social media) directly into your data management platform.
- Analysis stage. Once you have collected data, the next step is to make some sense of it. Provided you are working with high-quality data, the insights gleaned from this stage of the predictive analytics process can have a huge impact on campaign success.
- Putting your insights to work stage. The proof is in the pudding. This is the stage where you actually launch your campaign but be aware that a campaign powered by predictive analytics requires constant testing and monitoring to ensure success.
Social listening contributes to each stage of the predictive analytics process.
While the practice of social listening would technically fall under the “data collection” stage, the impact of gathering social data from your target audience has a trickle-down effect on the other stages. Here is how to use social listening at each stage to boost campaign performance.
#1. Merge social data with existing customer information.
Collecting data from social channels through a data management platform like ReachForce gives you the opportunity to create a more robust customer profile. You can supplement demographic and behavioral data collected through lead capture forms with the real-time conversations those customers are having via social media. That enriched customer profile allows for better customer segmentation and therefore higher campaign conversion rates.
#2. Figure out the content your audience engages with the most.
Measure likes, comments, shares, and retweets in relation to content topics, length, and format. If 30-second video content gets triple the plays and double the shares of two-minute-long content, then you know to focus your attention on those shorter bits of content in future campaigns.
There is no such thing as “too granular” when it comes to this type of measurement. Small factors — like the number of images you include in a blog post — can have a dramatic effect on your engagement rates. Splice your data every which way to try and find new patterns and insights that can give your campaign a competitive edge.
#3. Listen to real-time campaign feedback.
After the campaign goes live, use your social listening tools to monitor audience feedback and make targeted adjustments on the fly. If a call-to-action is not resonating or the discount offered does not seem to be enough to garner conversions, making changes on the fly can help you turn around a low-performing campaign.