Tie Marketing to the "Why" of Social Business

For many organizations, marketers are focusing their digital and social business approach on activities that fail to provide the right customer and content experience. 

Leading marketers have embraced a content strategy to establish trust, reputation and authority by turning up the content creation, search focus, paid placement and email marketing dials. For many firms, this direction hasn't achieved the desired results, or at least the degree of success that warrants the current time, resource and financial investment.

Be the expert listener.

Creating the requisite volume of content, posting the content, optimizing for organic search by using keywords and even paying for placement isn't the problem. These tactics are all needed and keys to maximizing the company's content marketing strategy.

The "How" and "What" of social business must focus on customer-centric, not company-centric needs. Execution and definition of activity that provides customer value ties marketing to the "Why" and provides justification and measurement. 

A focus on personalized, quality, relevant content must be coupled with follow up to see if the benchmarks established to evaluate success are achieved and whether updates or changes are required.

"Conversion rate to sales qualified lead is probably our top metric." Celia Fleischaker, Senior Vice President, Global Marketing/Epicor

Interesting Research & Statistics

When asked "Which of the following social media channels generate leads for you?" 59% indicated LinkedIn and33% stated that they were "Not sure."

And, more interestingly or alarming, when asked "Which of the following social media channels have generated revenue for you?" 57% of respondents were "Not sure."

Source: 2016 State of B2B Digital Marketing by Demandwave

"While we can get overwhelmed with lots of other metrics around social, paid social, and what content is working… Overall, it’s the number of leads coming from digital sources, the quality of how we rank them, and then, of course, any opportunities that are created." Michael Greeves, Director, Digital Marketing and Demand Generation/Xactly Corporation 

Take Aways

Evolve practices used for your website into public, social channels. A-B test titles, ask your customer to provide feedback before publishing key thought leadership papers and incorporate different types of rich media to spur engagement and enhance quality and customer experience.

Lean in. Social business remains forgiving and trialing and erring is still acceptable if mistakes are recognized, corrected and not repeated.

Set goals for your social channel activity, and evaluate the success or failure of the content quality and relevance. More so than ever, it is easy to make changes and updates, but do your homework as first and second impressions are still meaningful.

Train your team. A major reason companies are not achieving success with social is the fact that they haven't brought their employees along for the journey. When success is achieved with the leading social advocates, send the elevator back down to bring the rest of the team up to standard.