What insights can social listening give
Develop a social media strategy
Aug 06, 2020 ● 7 min read
Social media marketing is a new addition to the existing marketing mix that includes social media platforms as marketing platforms.
What is social media marketing?
With social media marketing you connect and market your products with your target group in a network in which you are more active - social media. Companies use social media platforms to communicate with their target group through content, discussions and other forms such as quizzes, surveys, microblogging, videos, grapevines, etc.
Given the popularity of social media, social network marketing is a broad category of marketing. Any time a company uses social media it could be viewed as a form of social network marketing. This form of contact could take place on any social media platform, be it Facebook, Twitter, YouTube, or anything else.
Social network marketing
Social network marketing is also very diverse due to the different types of marketing. The reach of marketing can take many different forms - from direct advertising to more subtle methods of building a relationship with prospects. Similarly, social network marketing can be a simple advertisement for a product or service, or it can be a means for a company to build relationships.
Development of a social media strategy
If you can get your message across where your audience is (which it is) then social media is a breeze. Still, many companies fail to make full use of social media in their marketing plans. They try, but their strategic efforts end with content and advertising.
There is an incredible amount of people on Facebook today. Many stay up to date with the latest news through social media, while others use social media to find a job or do research. And these same numbers are reflected around the world. Is it any wonder marketers are moving their business to social media?
A post is not social media marketing
The problem is that "doing social media" isn't as easy as it looks. Social media marketing is much more than just posting to Facebook and Twitter.
There are 4 stages in a successful social cycle: listening, influencing, networking, selling.
1. Social listening
As with any marketing strategy, you need to start with your target audience. That's why social media marketing starts with listening. This is the key to creating a successful social strategy.
Whether you are paying attention or not, people are talking about you and reaching you on the social web. They share their experiences with your products. You talk about the things you say or do. They even ask you questions.
Some comments are positive. You will want to celebrate it - and respond with a big thank you. Other comments aren't that positive (and some are really negative). These feedbacks need immediate attention so followers know you are present and approachable. It's similar to customer care. And in the same way, it can help or harm your public perception.
- Online is like offline
Customers almost always want something. If you don't answer, it will leave a bad impression. On the social web, it's a bit like leaving your customer service lines unattended. But by listening to customers and responding appropriately, you can connect with your fans and followers, find and fix issues you may not be aware of, and build incredible goodwill.
The key, of course, is to make listening your # 1 priority and use your insights to inform the other three stages of the social success cycle.
- Social listening goals
What are you listening to When you get in the mood for social conversations, your goals are: track public perception of your brand, identify topics to talk about, keep an eye on the pulse of the industry, conduct customer research, conduct competitive research.
Pay special attention to these 5 things:
- Your Brand - Look for mentions of your company name, products, or other identifying information.
- Topics that are relevant to your industry - you want to keep your finger on the pulse of your industry. So listen to the topics that people are bringing up, their questions, and their concerns.
- Your Competitors - What Are They Said About Them? Is it positive or negative? And what do your competitors say about you?
- Influencers - Pay attention to the topics thought leaders and accelerators are talking about and check out the content they are producing. They are all indicators of where the industry is headed.
- Public exposure to people in your company - watch out for mentions from your thought leaders and influencers. What is said Is it positive or negative?
Your goal is to hit the pulse of the public sentiment towards your brand, your industry and the issues that affect your brand. In a way, it's image management. But it can also help you conduct real-time customer service and identify gaps in products or content that need to be closed.
- Listen and get to work
Listening is only half the equation. You also need to respond to what you see and hear. A strategic "feedback loop" is the best way to achieve this. What is a feedback loop? It is a process that you create for your teams to address issues that arise during social listening. It clearly shows which people or departments the problem should be forwarded to and who is responsible.
2. Social influence
At this stage, your goal is to guide and direct the opinions, attitudes, and behaviors of your followers. And since you've been listening, it's relatively easy. You already know the current topics and conversations that are taking place, so it's only natural for you to add your thoughts. What are the signs that your influence is growing?
- You get more engagement - people who tweet or share your posts and people who reply to your posts.
- Your traffic increases - people click on your links.
- You are developing a greater mindshare - people share their questions, thoughts, and opinions with you, and they are eager to interact with you.
- You become a recognized authority and a brand that people watch.
Remember that this stage of the success cycle is influenced by the social listening you did in stage 1. But the reality is that you will continue to listen at every stage. In fact, once the cycle is through, you will be stepping into each phase every day.
- Goals for social influence
In this phase of the social success cycle, you are trying to increase engagement with your brand and your content, start conversations about topics that affect your business, increase traffic to your website, create awareness of your products and offers and yours Expand retargeting list.
3. Social networking
In this phase of the social cycle you connect with e.g. other influencers and start to accelerate. Social networks are important to all businesses, whether you're just starting out, scaling up, or expanding into new markets.
It can be helpful to think of social networking as a live event - unless your interactions are online rather than face-to-face. After all, networking = networking, regardless of where (or how) it takes place. And it can lead to deep and lasting relationships, both with your followers and with potential partners.
- The process of social networking
Every time you publish an article on your blog, produce new content, or have a new offering, create social media posts designed for the channels you post on (think "native" content) and who bring the word to the public.
You will be sharing valuable content from like-minded people and, yes, even from your competitors. If it relates to the main topic of your brand and helps your followers, it is worth sharing with others. You will also get in touch with people in one-on-one conversations and ask and answer questions.
4. Social Selling
The fourth and final stage of the social success cycle is social selling. This is where social media marketing becomes interesting. Finally, after you've listened to your prospects, built authority in your space, and established a strong network, you can start promoting your offerings to people - and converting them.
The short answer is funnel, or funnel. But you will be using multiple channels to lure people into these funnels, from blogging to retargeting to pay-per-click advertising.
For example, you will be leading with blog content that is perfectly targeted to your audience, and within that content you will embed an opt-in offer. Then promote the content on social media (using levels 2 and 3 of this cycle).
Your social advertising drives traffic to your content where your offer is displayed. If they respond, immediately make an upsell offer - an inexpensive product that will quickly turn your new lead into a customer.
But what if a visitor doesn't react to your offer?
You will address him again with a relevant ad so that he receives several touch points that could lead to a conversion after he has left your website. The ad leads him to a funnel where he is offered the same (or a related) anchor - and then an entry-level product.
Of course, you should also try to upsell and cross-sell to existing customers.
For example, if you are purchasing a patio cover, you are likely in the patio furniture market. Contact them again with the next logical offer. The point is this: don't just make a quote. Create a buying path that adds value to every customer's life.
Goals of social selling
Your goals in this phase are as follows: Generate leads to grow your email list, acquire new customers and upsell / cross-sell existing customers, increase buyer frequency and turn one-time customers into raging fans.
Relevant roles in social media marketing
Once you understand the basics of social media marketing, you need to identify the people who will be responsible for managing your success.
There is no right answer. It will depend on your organization and your goals. But in most cases, your best solution will be found in one of three departments.
Marketing and Social Media
Marketing and social media are so closely intertwined that it's hard to tell where one ends and the other begins. And most marketers are already involved in social media as it gives them the 3 things they need to do their job well: insight into customers, understanding of the trends and conversations that are influencing their prospects, and a powerful channel to disrupt the status quo.
It is crucial that you monitor all of your social media activity. Measuring is critical to plan next steps and to learn. Whatagraph, for example, can be of great help in communicating and keeping track of the results. This allows visual reports to be created and ensures that everyone understands the complex numbers.
Former data analyst and the head of Whatagraph blog team. A loving owner of two huskies, too.
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