MARKETING
The Best Ways To Use Social Media in Content Marketing
More than half the world’s population (58.4%) uses social media. And, on any given day, people spend an average of two hours and 27 minutes on the platforms, according to research by Global WebIndex referenced by Smart Insights.
Given all those people and all that time, there’s no chance brands would ignore social media. And the experts presenting at Content Marketing World 2022 (mostly) agree they shouldn’t.
But, while the experts give a resounding yes to participating in social media, their explanations of how best to use these platforms speak volumes.
Explore these reasoned and nuanced approaches to social media to reinforce (or justify altering) your social media strategies.
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Build your brand
It’s important to recognize social media as the brand-building tool it is rather than regard it solely as a revenue-generating channel.
It can be both, but not recognizing the relationship-building power leads many companies to understaff and underinvest in it. That leads to tepid results, which leads to less investment, and so on. Setting KPIs appropriately and using the networks properly can help. – Jacqueline Baxter, senior digital strategist, DX, Sitecore
Communicate strategically
Social media is just a communication channel. There are no obligatory channels for any form of marketing (including content marketing). There are just channels better or worse suited to support your communication strategy. It all depends on your strategy. (Check out Apple’s social profiles!)
In content marketing, owned media are better-suited channels over social media or “rented land” because they allow for direct relationships with the audience, first-party data, and control over the communication. But still, social media – depending on the strategy – might be useful.
Strategy absence often induces the need to be everywhere to calm the fear of missing out: “I am not sure about strategy; therefore, I am not able to defend the decision of not using the channel.” If you cannot clearly answer why your brand should or should not be on a given social media, that’s most likely a strategy formulation problem. – Igor Bielobadek, digital marketing senior manager, Deloitte
If you can’t clearly answer why your brand should or should not be on a given #SocialMedia channel, that’s most likely a strategy formulation problem, says @igorbielo via @CMIContent. #CMWorld Click To Tweet
Develop fans
Yes, to social media for brands as long as they have the mindset of being in the market of making evangelists, not sales. But most (brands) can’t get out of their own way enough to achieve that.” – Kate Bradley Chernis, co-founder and CEO, Lately
Invest with care for B2B and B2C
Social media has much less influence on the buying decisions in B2B than people realize. It probably also has much more influence on buying decisions in consumer categories than people realize. – Michael Brenner, CEO, Marketing Insider Group
Join the conversations
Should brands still be involved in the daily conversation around popular culture? Ten thousand “heck yesses” and “hell yeahs,” please.
I used the term “newsjacking” in 2012 and wrote a book about it, so this topic is close to my heart. It’s important for brands to first know what’s going on. Then, they must engage with their fans in a natural way on the most appropriate channels.
I want to engage with certain brands and not others, so I get that cultural relevance’ is mission-critical. But every brand should at least have one channel where they engage in a public dialog with fans. Do it and do it well. Find out what’s working and do more of that. – Jon Burkhart, founder, TBC Global Limited
Every brand should engage with fans on at least one #SocialMedia channel, says @jonburkhart via @CMIContent. #CMWorld Click To Tweet
Prep a strategy and crisis plan
Brands need to have a solid social media strategy and crisis communication plan. Not all brands need to be on social media, and brands don’t need to post or comment on everything.
I see a lot of “national day” posts from brands trying to shoehorn into a trending hashtag. On International Women’s Day 2022, two women created a bot that replied to brands’ #InternationalWomensDay posts with publicly available gender pay disparity details. Many brands scrambled to react to the bot, causing more damage.
Posts need to align with the brand, not with what’s trending. – Penny Gralewski, senior director, product and portfolio marketing, DataRobot
Choose the right ones
It’s essential to partner with the right social media networks for the right reasons to reach the right audiences. – Michael Bordieri, senior content solutions consultant, LinkedIn
Create brand connections
Individuals regularly change companies (as they change jobs), which impacts the content they create and post. When the audience is connected to the brand, they are more likely to stay connected when the person behind the keyboard changes. – Ruth Carter, evil genius, Geek Law Firm
Make it personal
The people behind the brand should undoubtedly be on social media. Social media is about building a personal relationship with the people you follow (and those who follow you). It’s almost impossible to build a relationship with a brand.
So, should brands be on social media? Only if you treat the brand’s social channel like a receptionist that points you to the right people behind the brand.” – Andrew Davis, author and keynote speaker, Monumental Shift
Treat your brand’s #Social channels as the receptionist that points your audience to the people behind the brand, says @DrewDavisHere via @CMIContent. #CMWorld Click To Tweet
Be seen (strategically)
An absence on social media is noticeably suspicious. Brands should be strategic about where and how they engage. Social media is still a top channel to build and strengthen a community. – Jacquie Chakirelis, chief digital strategy officer, Quest Digital/ Great Lakes Publishing
Get discovered
Brands should absolutely be on social media from a listing standpoint. If someone is searching for your brand on social media, you want to appear legitimate by having your business data up to date. – Jane Marie Barnes, account manager, GPO
Brands should be on #SocialMedia from a listing standpoint to appear legitimate to searchers, says @the_mktg_jmb via @CMIContent. #CMWorld Click To Tweet
Do it for search
While I’m no social media pro, I view social media as important for two reasons: Google and links. From an organic search perspective, a brand’s social media posts still show up in traditional search results. Google crawls those sites like it does any other. Link to your blog and other on-site content from your social media accounts to increase the number of backlinks (one of Google’s many ranking factors). – Haley Collins, director of operations and content, GPO
Consider the platform
You can’t lump all the platforms together and call it social media. Each platform has its own intricacies, algorithm, and audience. Look at what you’re trying to achieve, where the audience you want hangs out, and then reach them in a way they want to be reached. A Twitter ad on TikTok ain’t gonna work at all. – Meg Coffey, managing director, Coffey & Tea
Tailor to the channel
Social media is important as long as the posts align with the purpose, voice, and audience of the individual channels. Too often, brands post the same content on LinkedIn as they do on Instagram. And the formal, business-like text appropriate for the former has all the appeal of someone’s parent descending the stairs to the basement rec room to join in the fun on the latter. – Diane di Costanzo, chief content officer, Foundry 360, Dotdash Meredith
Create separate strategies
Focus on the platforms where your audience is – it’s not about being everywhere. Create content that respects each platform individually. There is no such thing as a catch-all social media strategy anymore. You need a TikTok strategy, a Twitter strategy, a Facebook strategy, and so on. – Amy Woods, founder and CEO, Content 10x
There’s no such thing as a catch-all #SocialMedia strategy anymore, says @content10x via @CMIContent. #CMWorld Click To Tweet
Be where your buyers are
Your social media strategy should follow your buyer. For B2B technical companies, research shows YouTube, LinkedIn, and GitHub are go-to sources for information on technology trends, how-to information, and networking. At the same time, few engineers and technical buyers look to Twitter, Instagram, or Reddit for information.
As social channels continue to morph, marketers should stay on top of buyer behavior and constantly evaluate performance. – Wendy Covey, CEO and co-founder, TREW Marketing
Appreciate this caveat
Nearly all brands should be on social media, but only if they can effectively maintain their presence at a level that’s agreed on throughout the organization. For some, it’s a placeholder; for others, it is a constant aggressive campaign and community management vehicle. Starting the latter but not maintaining it is the main thing to avoid. – Jeff Coyle, co-founder, CSO, MarketMuse
Be human
Brands must be authentic, human, emotional, and even vulnerable. Social media is a great way to humanize your brand and engage in a two-way dialogue that builds trust and relationships.
Social media is also an essential communication channel for brands championing the social issues they care about, contributing to a dialog that improves their communities. – Mark Emond, president, Demand Spring
Tell stories
Brands should still be on social media, but people don’t connect with brands. They connect with stories and with people. The brand must tell stories that resonate, not just focus on their products. – Tim Schmoyer, founder/CEO, Video Creators
Be picky and think PR, too
Brands should absolutely be present and active on social media. The mistake is trying to be active on every social media platform. That can be overwhelming and unnecessary. Where is your audience spending time? Answer that question first, then make every effort to be active there. And by “active,” I don’t mean simply posting. Engage with your followers. Answer questions. Participate in discussions.
Also, if a brand wants to do a PR push, I always suggest making sure their social media presence is up to date. Reporters check that out when considering a company to include in a piece. If they find you haven’t posted or engaged in six months (or longer), that’s a signal there may not be much happening with your brand.
Also, for media relations purposes, brands should be active on Twitter. They can follow journalists and media outlets they’re interested in – and if those media outlets cover them, they can share the coverage and tag the publication and the journalist. – Michelle Garrett, consultant, Garrett Public Relations
For #PR and media relations, follow relevant journalists and media outlets on @Twitter, says @PRisUs via @CMIContent. #CMWorld Click To Tweet
Help franchisees
Quality social media posts can breed loyalty and trust within your customer base. Plus, as a franchise brand, it gives local franchise owners the opportunity to localize the message for their audience. – Brittany Graff, senior director of marketing, Painting with a Twist
Publish on one, listen to all
Social media channels are still critical for a range of content marketing needs, including content distribution, community engagement, and competitive insights. However, not every brand has the resources or need to invest in every social media channel.
Focus on posting on one or two primary channels for your audience and conduct social listening across all channels to capture insights your customers share. A social media audit is a smart way to learn how you perform on any specific channel and set a strategy to achieve your goals. – Erika Heald, founder, lead consultant, Erika Heald Marketing Consulting
Post on the one or two primary #SocialMedia channels your audience uses the most. But listen across all channels, says @SFerika via @CMIContent #CMWorld Click To Tweet
Do it better
I’d love to see more brands own conversations that matter, not mired in metrics of product nonsense. If you’re a company that knows people are nervous about the recession and change, talk about uncertainty and what that means. Talk about it openly, honestly, with humor.” – Kathy Klotz-Guest, founder, Keeping it Human
Make it drive time
Promote your content on social media and drive viewers to the published content on your site. Also, engage directly with their consumers on social media, monitoring its channels and reacting to user questions and concerns. – Brian Piper, director of content strategy and assessment, University of Rochester
Connect with customers
Having a presence on Facebook, Twitter, or Instagram can provide better customer service and can create a community for the audience. – Katie Tweedy, associate director of content marketing and SEO, Collective Measures
Proceed deliberately and evaluate regularly
We’ll leave this discussion with this concluding thought shared by Nancy Harhut, CCO, HBT Marketing: “If a brand once enjoyed success on social but now finds that their constituents have moved on, it may be time for the brand to do so, too.”
The takeaway from all this great advice is simple: Stay on social media if your audience falls into the 58% of the world’s population who are there.
But being there is not enough. Your brand better have a strategy that considers all the roles social media plays in your organization.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
Tinuiti Marketing Analytics Recognized by Forrester
Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.
As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.
Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.
As a marketing leader you may ask yourself:
- How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
- How should we allocate our budget by channel to generate the most traffic and revenue possible?
- How many customers did we acquire in a specific region with our media spend?
- What is the impact of seasonality on our media mix?
- How should we adjust our budget accordingly?
- What is the optimal marketing channel mix to maximize brand awareness?
These are just a few of the questions that Bliss Point by Tinuiti can help you answer.
Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.
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MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
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