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M A R K E TO’S S EC RE TS TO S O CIAL MED IA MARKE TINGThe impact of social media transcends almostlogin times will determine when you post.every aspect of our daily lives—work, politics,breaking news and more. It’s almost universallyDoing your due diligence helps determine theused by both consumers and brands alike andkind of content you will need, along with itsis one of the most effective channels totone and delivery strategy, guides you towardconnect with your topics, and tells you where buyers onandhowtheygoldenconsume it. There’s no reason to speculateopportunity to engage with their buyers acrossabout your audience’s needs when you can askthe entire customer lifecycle andon the platforms they activelyfollowforinformation.Asamarketer, it’s critical to know howtoleveragesocialmediamarketing to build your brand,drive demand, and engage yourbuyers. Here are Marketo’s tips forgetting started.UNDERSTAND YOUR AUDIENCEBefore you jump into the tacticaldetails of your social media plan, it’s critical tothem directly or conduct research. This upfronttake the time to understand your audience.investmentStart with the who: where they work and whatlifecycle, not just on social but across allthey do, their business goals, challenges, andmarketing efforts.paysoffduringthecustomerpain points (and how you can help), and theirrole in the purchasing process. Then figure outOPTIMIZING BY CHANNELwhat they care about, from the types ofThere is no one-size-fits-all approach for socialcontent they enjoy to their topic and productmedia marketing, so you will have to tailor yourinterests, and what messaging speaks to them.approach to each network.Lastly, determine where they spend their time,Twitter: This is an excellent channel to use foras their preferred social networks, forums, and1

highlighting who you are and showing that youTips and tricks and other quick takeaways workare “in the know.” It’s a fast-paced network, sowell. You can also bolster your recruitingyou must move quickly to stay top of mind. Aefforts by sharing company culture content asgreat way to do this is through live tweetingwell as posts from executive leadership.and polls, which get fantastic engagement inreal time. Twitter is also an ideal place forInstagram: The previous networks may be theinfluencer three for B2B, but Instagram cannot beignored. According to Sprout Social, it has thehighest per post engagement of any socialnetwork. We’ve seen high engagement withquotetemplates,sourcedfromblogs,interviews, and other content. This is also agreat channel for behind-the-scenes footageof your company culture or your corporatesocial responsibility efforts. Consider sharingevent highlights both in posts and as stories.Facebook: Use this platform to give a broaderperspective of your brand, and to ed, video content gets 3x moreengagement over other posts, so you shouldthink about your video strategy. ty updated with everything that’scoming up while engaging them in a fun way.LISTEN AND LEARNLinkedIn: Think visual when on LinkedIn, asOne of the most important parts of socialposts with an image receive 200% moremedia—one that is often overlooked—is havingengagement than their text-only counterparts.a platform in place for active listening. People2

use social media to air grievances and seekTHE FOUR R’S OF SOCIAL MEDIAcustomer support, so you need to be thereDoing these following things will help you mostwhen it happens and have a strategy in placeefficiently craft your social media content.for how to respond quickly.Reorganize: Use sections of a larger asset toAt Marketo, we’ve seen a significant uptickcreate smaller breakout pieces. For instance,in support requests on Facebook and Twitter,you can pull stats and key figures from anso we developed a process in which ourinfographic and repurpose them for new team receives immediate notificationsBy doing this, you can expand the length of afor swift replies. By using social as a customercampaign and highlight relevant sections byservice tool, we add transparency and providechannel audience.real-time responses to customers.Rewrite: Create new content from existingRemember that these comments are highlycontent. Take a look at your content library tovisible, so you need to have a plan in place forsee where you can pull tidbits of quickly and with what messages you willEven older assets may still contain relevantrespond. Address concerns head-on, and you’lltakeaways or quotes that your audience mightbe able to turn a negative into a positive. Youfind valuable. This also helps extend the life ofcan also use social to address commonyour content.questions, cutting down on the volume of thecustomer service team’s emails, phone calls,Retire: Remove posts that are outdated. Socialand chat. Doing this is especially useful duringmedia is instantaneous, so the last thing youservice outages, product releases, and otherwant is to have your brand appear out ofevents where you want to get the word outtouch. Since you still want to be able toquickly to many people.Lastly, listen for product feedback,and find ways to incorporate thebest of what you hear into yourroadmap. At the end of the day,you’retryingtopleaseyourcustomers, and there is no betterway to do that than by hearing andacting on their feedback.3

reference old social content from time to time,to figure out your most productive channelscreate archive folders to keep the contentand invest accordingly.alive, but less visible.HELPFUL RESOURCESRedesign: Make an old piece feel new again.Eager to learn more best practices for socialSometimes an asset just needs refreshedmedia marketing? Check out the resourcesbranding to feel new again, and there’s reason to reinvent the wheel. ConsiderThe Definitive Guide to Social Mediataking an existing asset and designing it forMarketingdifferent audiences or personas.Social Media for Lead GenerationWebinar: Marketo's Secrets to Social MediaMEASURING ROIMarketingLike with any marketing activity, social mediaMarketo Social Media Marketing Blog Postsmarketing isn’t complete without measurement.When it comes to metrics, remember to mapyour goals to business objectives. Followersand engagement stats are nice, but what reallymatter are pipeline and revenue attribution.For this, you will need to invest in marketingautomation, which allows you to track andscore the leads that come in through socialchannels, along with the revenue generated byyour campaigns. Use a marketing automationplatform to measure pipeline-to-spend ratios4

Webinar : Marketo's Secrets to Social Media Marketing Marketo Social Media Marketing Blog Posts them directly or conduct research. This upfront investment pays o during the customer lifecycle, not just on social but across all marketing e orts. OPTIMIZING BY CHANNEL There is no one-size- its-all approach for social media marketing, so you .

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