Social is getting more attention and budget dollars than ever before, but we often forget about the ways that social can help other parts of your marketing organization. Here are five game-changing tips for doing just this.
1. A/B Testing
Unsure which headline to roll out with in your company’s newsletter? Take it to social and examine the results! Here’s an example of two different sets of copy for the same blog post.
Once your testing posts are live, examine the engagement and traffic driven by the respective Tweets. This will give you an excellent idea of how copy or imagery resonates with your audience — and it will help your newsletter’s stats improve, too!
2. Audience Research
What are the hot button topics right now? How many people use Snapchat’s Discover filters? What should you write your next blog post on?
These are the type of questions that marketers laboriously sit in on meetings to discuss, trying to jump into the minds of their audience. People often forget that the best resource for this information is quite literally at your fingertips.
Ask your audience what they want! Social media marketers can utilize their platforms and pass this information on to their Content or Demand Generation teams. In no time, you’ll be the most popular person on the marketing team.
3. Uncover Audience Behavior
As a social media marketer, you have the finger on the pulse of your company’s most active audience. Unfortunately, the lessons that can be learned from all this audience behavior are often siloed. Don’t let this happen to you! If you learn something about your audience, share it.
For example, let’s say you found that your audience on social has different top times for when people engage versus when people click through. Pass this type of information over to your Paid Social, Content, or Demand Generation teams. This might completely change the way they execute their programs (learn more about timing your Tweets here).
4. Competitive Intelligence
Understanding your brand’s performance and your audience’s activity on social is obviously crucial. However, social marketers have a unique opportunity to be extremely in touch with what their competitors are doing.
Are you and your competitors talking about the same topics? Where do you differ? How does their audience respond to those topics? Keep a close eye on what your competitors are doing on social and relay this information to your whole marketing team.
5. Uncover Audience Preferences
For marketers, content that resonates with your audience is the holy grail. Countless hours, meetings, and painfully redundant conversations circle around this goal. You are sitting on a goldmine of data that could crack the code on effective content. Their only problem? You don’t know how to access or package it!
Analyzing how people are sharing and visiting your content on social could expose much-needed information about your audience. Make sure your content team is spending their time and resources producing the right content for your specific audience.
Social media marketers can crack the code for their respective marketing teams in more ways than one. What other tips would you recommend? Let us know on Twitter, and download the Confessions of a Social Media Manager guide below for more insight on social strategy from the best.
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