Marketo's Secrets to Social Media Marketing
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The document provides tips and best practices for social media marketing from Marketo. It discusses creating audience personas based on demographics and interests. It recommends social channel strategies like using blogs, videos and events on Facebook and Twitter. The document also discusses measuring social success through metrics like followers, engagement, leads and revenue. It emphasizes testing content types, visuals, tone and more using A/B testing to improve performance.
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Marketo's Secrets to Social Media Marketing
- 1. Marketo’s Secrets to Social Media Marketing Lisa Marcyes, Senior Social Media Marketing Manager @lisa_marcyes
- 2. Housekeeping • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #MKTGnation • There is a brief survey after the webinar
- 3. Understand Your Audience 1 Social Channel Best Practices 2 The 4 R’s of Social Media Content 3 How to Measure ROI 4 Agenda
- 4. Ingredients to a Winning Social Strategy • Audience Personas • Goals • Content and Visuals • Scheduling • A/B Testing • Paid • Listening • Measurement
- 6. Why Create Personas? Determine Which Kind of Content You Need Set the Tone, Style, and Delivery Strategy Target the Topics You Should be Posting Informs Where Buyers Get Their Information and How They Want to Consume
- 8. Who is Your Target Audience? • Job Title • Geographical Location • Age • Business Goals • Who Are They Following • Role in Purchase Process
- 9. What Do They Care About? • Content Types • Topic Interests • Product Interests • Messaging
- 10. Where Are They? • Twitter, Facebook, LinkedIn, Instagram, Youtube, Slideshare, Snapchat • Forums • Time of Day
- 11. 2 SOCIAL CHANNEL BEST PRACTICES
- 12. Twitter • Blogs • News • Event Highlights • Livestreaming • Short Form Video • Chats • Polls • Influencer Interaction
- 14. Facebook • Blogs • Video • Live • How-To’s • Interview Clips • Events • Groups
- 16. LinkedIn • News • Best Practices • Tips and Tricks • Thought Leadership • Quick Takeaways • Company Culture • Humor
- 18. Instagram • Quote Templates • Behind-The-Scenes • Event Highlights • Corporate Social Responsibility • Stories • Company Culture
- 21. • Share Examples • Draw From Your Own Experiences • Highlight Struggles/Resolutions • Keep It Simple • Be Human • Film Vertical Livestreaming
- 23. Posting Frequency: What Works for Us • Post 10-12 Times/Day • Posting Times: Throughout the Day • Post 1-2 Times/Day • Posting Times: Mornings/Evenings • Post 1-2 Times/Day • Posting Times: Mornings/Evenings
- 24. How to Target Paid Ads Organic Posts Go to All Followers Dark Posts & Ads Can Target By: • Geography • Things They Like/Follow • Interest • Keyword • Company/Title/Industry
- 25. Different Networks, Different Options Who They Follow, Keyword, Like My Followers, Gender Lead Cards, Website Cards, Direct Message, Mobile Age, Gender, Interests, Lookalikes Mobile, Lead Ad, Right Column, Instagram Exclusions Company Size, Seniority, Groups, Job Function, Title, Skills Sponsored Update, InMail Exclusions ABM
- 26. What Should You Be Listening For?
- 27. Enhances a marketer’s awareness and expertise about audience preferences Enhances campaign effectiveness and optimizes programs for a company’s target audience Increases engagement with your buyers Why A/B Testing is Important
- 28. What Should You Be Testing? Different Images Video Livestream Visuals Tone Length Hashtags Messaging Frequency Time Posting
- 29. 3 4 R’S OF SOCIAL MEDIA CONTENT
- 30. Use sections of the same piece of content to create smaller breakout pieces. Reorganize
- 31. Create new content from existing content. Rewrite
- 32. Retire Remove content that’s outdated.
- 33. Make and old asset feel new again. Redesign
- 34. 4 HOW TO MEASURE ROI
- 35. •Target Audience •+/- Growth •New Names / Cost Per Lead Acquisition Followers •Likes, Retweets, Comments, Conversations •Influencers •+/- Interactions Engagement •3rd Party Mentions •+/- Sentiment •Reach Share of Voice Metrics That Matter
- 36. Metrics That REALLY Matter Mid-Stage • Marketing Qualified Leads • Sales Qualified Leads • Opportunity & Pipeline Late-Stage • Opportunities Won • Revenue & ROI • Customer Lifetime Value
- 37. MarTech Stack • Hootsuite (Scheduling and Listening) • Brandwatch (Share of Voice, Sentiment and Competitor Analysis) • Simply Measured (Channel and Content Performance) • Marketo (Leads, Opportunities, Pipeline)
Editor's Notes
- And with that let’s get going!
- -Let’s start with reviewing the importance of personas and some best practices to consider. -Next, I’ll jump into channel best practices, covering everything from scheduling to visuals. I’ll also explore why listening is such a necessary component of any social strategy. -Then, I’ll review what we like to the call the 4 R’s of social media content. -Last, I’ll dive into the metrics you should be measuring in order to show your social media ROI. And I’ll give you a sneak peek at my social tech stack. ;) And with that let’s get going!
- If I was going to break down everything you need to build a winning social strategy, I’d touch on 8 key points. Know your audience Have a kick ass content strategy that includes visuals Develop a consistent scheduling calendar Test everything from posting times to copy Ensure you have the tools necessary to listen Last, but certainly not least, a way to measure your results Let’s jump into building personas
- -Before you jump into the tactical details of your social media plan, it’s critical that you take the time to understand your audience. Who are they? What do they care about? That’s where developing personas comes in. Why should you take the time to create personas? • They determine which kind of content you’ll need: If you break your existing content down by persona, you can easily see which personas have plenty of content and which personas need more. • They set the tone, style, and delivery strategies for your content: Some buyers respond best to a light, conversational voice, while others trust a more formal tone. In creating your personas, you’ll find out the best tone and style for your content. • They help you target the topics you should be writing about: Why speculate about the topics your buyers care about, when you could just ask? You’ll generate a list of relevant topics for each persona. • They tell you where buyers get their information and how they want to consume it: Does your audience like to dig into ebooks, or do they prefer short, snappy graphics? Do they spend their time reading third party reports, or do they comb through Twitter? This information will inform the way you create and distribute your content. This research definitely requires an initial investment, but it pays off throughout the customer lifecycle—not only for targeting your social media marketing campaigns, but across all of your marketing efforts.
- What questions should you be asking when building your customer personas?
- -What is their background? Where do they work and what are their responsibilities? -What are their business goals and how can your products help them achieve their goals? What are their challenges and pain points? This is a great place to start-looking at how your product can alleviate their pain points…exploring how YOU can help THEM.
- -Consider what kind of content they are interacting with. Do they have an interest in a particular solution or product? Does a particular type of messaging will speak to them directly? And more broadly, what content topics are they interested in?
- -Where are they consuming content? What channels are they on? Really look to see if there are social channels where they do and don’t engage. -Are there certain times they are online? Would morning or evening posts be more advantageous to reach them? Ok. Let’s move on and jump into some channel best practices.
- Really highlight who you are. Quick pace, fast moving Show you are in the know Influencer engagement
- Polls, fun engaging, allow users to see responses once they vote Fun engaging visual, humor Short form video
- With the new algorithm changes, content and engagement will be more relevant than ever before. Facebook is a great channel to give a broader perspective of who your brand is. Present more extended content “Video is largely underutilized on Facebook.” ~Buffer Video gets 3x engagement and images see 2.3x more engagement than posts without images. - BuzzSumo Events: Carousel, albums, Livestreaming
- Examples: Company Culture, why it’s a great place to work Blog- How to, tips and tricks. Listicles work well on FB Thought leadership video
- LinkedIn posts with images receive 200% more engagement than text-only posts. - Social Pilot Share news that’s top of mind Post succinct, tips and tricks Include thought leadership content One thing we’ve found works well on LI is posting company culture posts, showing what it’s like to work at Marketo. This is a great channel to encourage your executive staff to engage and share on. When I’m working with execs, we encourage LI first, Twitter second.
- Humor Whiteboard video with tips and tricks/how to’s Here’s a look at LinkedIn’s latest #InItTogether campaign they’re highlighting video
- Instagram drives the most engagement per post compared to any social network–84 times more than Twitter, 54 times more than Pinterest and 10 times more than Facebook. Sprout
- Bright, visual, fun visuals Behind the scenes. Highlight company culture Tell a story through quotes and visuals. Use hashtags (be cautious not to use too many)
- Stories Share behind the scenes User generated content Outtakes Fun facts Highlight your brand’s personality…have fun!
- The equivalent of 110 years of live video is watched on Periscope every day. Allows audience to engage organically Ask real questions in real time Be human
- Square/vertical videos have a +67% higher view completion rate – Mari Smith It’s also a great opportunity for you get organic reach- you don’t have to pay to get impressions
- The Where. Twitter: 305M monthly active users, 100M active daily. Here at Marketo we’ve found: Post 10-12 times/day Adding a photo can boost retweets by 35%. Best posting times: mornings/lunch/evening 3rd party content Facebook: 1.4B monthly active users, 936M active daily. Post 1-2 times/day Photos are most engaged type of content on Facebook, with 87% interaction rate. Posting times: mornings/evenings Personalized messaging LinkedIn: 350M total users, 187M monthly unique visitors Post 1-2 times/day Publishing Posting times: mornings/evenings Business trends/best practices
- Choose only those that matter to you, and/or layer in as many as you need. Our ANZ and EMEA teams use dark posts to promote webinars only to folks in those time zones. You might make different geo-targeting choices for brick & mortar/local offers vs digital/national offers
- TW least specific, but can be good for discovery. FB huge, ever-evolving targeting options. LI great at B2B, we’re having success doing Account-Based Marketing No let’s jump into another important aspect of channel best practices, listening…. Think about placement options as targeting, too: do you want include mobile? Might be best idea to have a separate campaign for mobile? On FB, include Instagram? (maybe better to make 2nd version of ad) Do you want to EXCLUDE anyone? Competitors? Current Customers?
- Like all good communication, social goes 2 ways. You need to always be listening. Customer support: Customers are more frequently seeking support on the channels they utilize the most, and that’s on social. We’ve seen a significant up-tick in customer support requests via Twitter and Facebook over the last year. In listening you can often see if repeat questions are being asked, and utilize the platform as a way to educate thousands of followers with one tweet! Cut down on emails, calls, and chats. We’ve found this to be especially useful during service outages, product releases, and events! Listen for feedback. User conversations can be eye opening. Really listen to what people say and figure out a way to incorporate feedback into your business/product roadmap. Customers will often provide insights into ways you can improve your products. And at the end of the day that’s who we are trying to please is it not? Networking/Influencer Engagement. When you’re listening, you’re able to jump in and offer your perspective on relevant conversations with influencers and customers. Engaging in ongoing conversations is a great way to connect and build relationships that could potentially lead to future collaborations. Customer service: Social can be used as a customer service tool that adds transparency and a real time response to your customers. Questions are often answered for all to see, leaving little room for brands to shrug off or ignore requests. This is a phenomenal way to turn a negative into a positive, so whatever you do, don’t Sweep Complaints Under the Rug. An important aspect of listening is informing your campaign successes. But it also gives you a detailed look at what’s may not be resonating with your audience. That’s where A/B testing comes in….
- So why is A/B testing important? By assessing the actions of buyers, A/B testing reveals what truly appeals to them. In doing so, it also advances engagement, campaign effectiveness, and marketer expertise. Here are a few specific reasons why A/B testing should be a part of your company’s marketing strategy: A/B testing increases engagement with your buyers A/B testing enhances campaign effectiveness and optimizes programs for a company’s target audience A/B testing enhances a marketer’s awareness and expertise about audience preferences Consider testing different channels, posting times, images, messaging. There’s always something you can test to ensure you’re meeting your audience’s needs.
- Visuals: Different images, short or long form video, livestreaming. Are you incorporating color? Are your images relevant to what you’re posting about? Are you maintaining a brand aesthetic? Messaging: Tone, length, hashtags. Does your audience prefer quick, succinct messaging, or longer form sentences in posts? Have you found they interact with certain hashtags over others? Are there trending hashtags within your industry you can incorporate to increase engagement and get you seen? Posting frequency and time. When are your customers online, in the morning or at night? Alright, let’s move on to content…
- Let’s jump into a few ways to approach content and content development in social media marketing.
- For example, -you could break up an infographic into different visuals (such as important stats and charts) to share on your social channels and include a link to the full infographic in your post. -this is an example of an infographic we parsed out to post over several weeks. By breaking up the images, it really allowed for us to expand the length of this campaign and highlight relevant sections according to each channel audience.
- Take a look at your existing content library to determine where you can pull tidbits of information. Even if an asset is outdated, there may still be relevant takeaways that your audience will find valuable. This is a great way for social to have an influence in informing the content team. As you’re prepping for a launch, think about ways you can extend your content. In this example, we had a marketing benchmark report that we referenced in blogs, articles, presentations, and livestreams. We highlighted stats in graphic posts for Twitter and Instagram. Think about ways you can extend and create new content from existing content. Ok, sometimes….
- ….it’s best to remove content that’s outdated. -Try and audit your content yearly to remove anything that is out of date, is underperforming, or was created for a particular event or moment in time that’s passed. -Social media sharing is instantaneous, and the last thing you want to do is make your brand appear out-of-the-loop. -We’ve created archive folders for old photos/albums and videos so the content is still there, just not as searchable. Ok, last let’s look at….
- In some cases, all your content needs is a fresh design and there’s really no reason to reinvent the wheel. You can take an existing asset and design it differently to make it relevant for a segment of your audience or certain personas. Here’s an example we have of a Definitive Guide to Social Marketing we published several years ago. Last year, we decided things had changed so much, it was time to create an updated version and got to work. With that new asset, we developed videos, blogs, broke out eBooks. It turned out to be one of our most popular assets last year and it was a redesign of a previous high performing asset. Alright, let’s jump into what I feel is one of the most important aspects when it comes to informing the business and establishing a seat at the revenue table in the marketing department. Defining your ROI….
- I’m always looking to map my goals to our business objectives– so different measurements support different objectives. For example, as I’m building awareness early in the customer lifecycle, I’ll be driving follower growth. Later, when I’ve engaged prospects, I’ll look closer at engagement metrics and ROI. These metrics can be found on the social network interfaces and with some digging on basic social media dashboard platforms. But to get a look at the metrics that really matter and to look at both First Touch AND Multi-Touch Attribution….
- You’ll need to invest in a marketing automation platform. This allows you to map out, track, and score leads that come in through your social channels, as well as, revenue that’s driven as a result of your campaigns. I’m always looking to measure a ratio of Pipeline to spend and get a clear understanding of how content is driving results on each of the networks and advertising channels. I use Marketo, which allows me to really gain a clear picture of which channel is giving the best return on our investment. I want to note here, that I’m always testing because social ebbs and flows. So when something isn’t working, I need to be prepared to shift and try something new.
- Alright, that’s all I have for you. Before I answer a few questions, I’d like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future. Now on to the questions! What about Snapchat? Do you have recommendations for utilizing Snapchat? Can you dive deeper into LinkedIn best practices. For B2B, what are the top channels you recommend investing in?