CMOs are spread thin. They worry about creating and executing on marketing strategy, increasing revenue, developing and measuring key metrics, overseeing and driving the efforts of the marketing team… the list goes on and on. For many of these reasons, it’s often the case that CMO’s neglect social media marketing, or at least put it at the bottom of the list.
Sound familiar?
This is a contributing factor as to why marketers are looking to invest in MA. They gravitate towards MAPs because they don’t have time for the tedious, repetitive tasks that make up much of marketing.
It goes without saying that social media is a vital tool for today’s marketers. Simply, neglecting this avenue for revenue generation and customer acquisition is not viable. This is why CMOs are always looking for ways to optimize their social media strategies and are thinking for ways to roll out stronger and more effective campaigns to reach (and listen to) new horizons with customers.
A key digital staple is that customers prefer to talk to a live person, feel valuable and keep engaged. They are looking for ‘real’ interaction. They want answers to their questions, and they want them on their time. Social media is an avenue that enables them to communicate with brands and agencies on a one-to-one basis.
Let’s take a look at the two scenarios below. The first puts a personal touch with customers through a simple, automated “thank you”, and the other offers a complete 360 degree view of the customer’s buying journey including their social media activities.
First scenario: You send out an email to your list which includes a share button for your subscribers to share your email with their social network. Imagine triggering a “thank you” email with those subscribers that have actually shared it. Moreover, imagine the ability to track how many people shared your content and how many times that content was viewed. MA puts this kind of insight within a hand’s reach.
Another scenario: Imagine pulling in Twitter, Facebook, and Google+ data into your customer’s records into your MAP and CRM so you can gain a complete customer profile. From this point, you can use MA to increase or decrease lead scores based on pre-defined social activity. You can reach out to followers with personalized messages if you see that their discussions on social media start to increase.
The world is your oyster when it comes to MA and social media. The important part is keeping customers and prospects engaged. Interaction has to happen on a one-to-one basis, and MA makes this possible. Think creatively. It’s possible to use MA in incredible ways when it comes to your social media agenda.
