It's safe to say social media marketing isn't going away anytime soon. In fact, nine out of 10 U.S.companies use social media to spread their brand's message. Furthermore, more than half of those businesses reported improved sales as a result of their social media efforts (1). Companies that utilize social media also typically see increases in B2B lead generation and nurturing.
As promoters strive to create campaigns that drive results, they should heavily consider getting more personal. Personalization is one of the top contributing factors to successful social media campaigns and it can also be one of the easiest to incorporate. Marketers can coordinate a more exclusive social media experience in the following ways:
1. Integrate campaigns
Social media is often a reflection of promotional efforts that began elsewhere within an integrated marketing strategy. Consequently, crafting and sharing personable content marketing can easily carry over to social media platforms. In addition, social media team members might choose to feature complementing online and mobile marketing efforts.
2. Create custom audiences
Not every campaign your company creates is suitable for every audience member. With that in mind, marketers can decide on the ideal audience member they'd like to target based on factors such as age, location and industry. From there, marketers can use social media tools to customize who sees their messages. Facebook, for example, offers the option to upload customer and prospect email marketing lists; if your most recent campaign is focused on obtaining entirely new customers, using these customization tools would be a great way to narrow the field and put your message in front of the people who need to see it.
3. Have a conversation
A common mistake marketers make is forgetting social media is a two-way street. With that in mind, it's just as important to listen to what your audience is saying as it is to continuously deliver content and messages from your company. Social media marketers should make every effort to field questions, be helpful and provide solutions. Engaging in this practice will boost your brand's value in the eyes of your customers.
4. Go behind the scenes
It makes sense that today's consumers enjoy seeing more than promotional or sales-based content, given that many don't like feeling someone is selling to them. For this reason, many businesses notice increased success and engagement on behind-the-scenes social media posts.
Regardless of whether marketers choose to show off office life, site visits or the building stages of an event or promotion, adding a more human element to marketing tends to pay off in the end. After all, followers buy into the people who represent the company as much as they are the business itself.