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Content Matters

Discussing best practices in marketing automation, content marketing, and demand generation
31
Jul
How Social Must We Be?

Use Automation to Influence Social Networks and Build Brand Equity

With the extraordinarily rapid expansion of social media, most businesses are now either engaged in social media campaigns, or plan to be within the next six months. The best way to build a meaningful presence on social media channels is to (1) participate in all relevant conversations on all existing (and emerging) social media platforms, (2) create impactful and insightful content, and (3) promote and share that content among active social channels.

Providing prospects increased access to your brand conveys sincerity and trustworthiness, while its absence expresses quite the opposite. Leveraging awareness on popular social media sites increases branding success and visibility as these platforms grow in both popularity and legitimacy. Establishing a credible standing, and judiciously addressing customers’ questions, engenders brand faith and bolsters brand loyalty, accelerating prospect conversions, and increasing return on investment.

Maintaining this active social media presence across multiple social networks, however, can be extremely challenging. To streamline and automate this process, innovative data mining tools can be employed to provide broad stroked oversight of your social media presence. Leverage these tools to gain visibility to all of your social media conversations in one place, to track conversations and gather metrics, and overall, to be responsive to the needs of your constituency. Most social channels can be regularly monitored for mentions of brands, names, keywords, events, URLs, shared media, etc.

The influence of social media marketing contributes directly to sales growth, providing businesses a broad venue to reach a wider target audience. Companies also increase visibility and build brand equity by engaging in social media advertising. Advertising on social networks targets at the individual lead level, creating meaningful, personalized buying experiences, and programmatically moving prospects through the various stages of the sales cycle. Metrics gathered from these buyers’ journeys are revealed within most automated marketing analytics tools. This big data provides insight into the key influencers in a given space, including (but not limited to) their number of followers, search rankings, posting activity, and digital reputation. Consider engaging these “industry insiders” for insights, endorsement, and promotion within their already thriving social networks.