Marketing Automation and Social Media | Stronger Together

Social media has become an integral part of our life, both personally and professionally.

This is especially true for business owners looking to connect with customers and potential customers.  Social Media and Marketing Automation are stronger together.  Having a strategy is important, so that’s the first step.  You should identify an objective for the project and ask yourself how it will benefit the organization.  Part of that should be determining how that fits into a greater marketing automation process.  Here are 5 ways to do that:

1 – Schedule posts
Platforms such as Pardot, Marketo, Hubspot and Salesforce Marketing Cloud all allow you to schedule social media posts in advance, which is a huge time saver.

When selecting a marketing automation platform consider that Pardot and Marketo have a more simple interface.  Hubspot and especially Salesforce Marketing Cloud have advanced features that go pretty in depth with their capabilities.

Don’t forget about the content, either.  You should be consistent with your schedule.  Perhaps every Monday is a new blog highlighting a service, new pictures uploaded for Throwback Thursday and Fridays reserved for highlighting the community or company culture.

2 – Score or rate your posts
The platforms give you a huge opportunity to take your social media efforts to the next level.  Pardot, Marketo and Hubspot come with a scoring model that allows you to rank your prospect’s activity, which includes social posts.  When you identify them through a form submit or an e-mail send, you can cookie them (which just means you’re tracking them).

You can place a higher emphasis on your business related posts and a lower emphasis on the more fun posts.  Include this in a greater scoring model that includes web forms, e-mail clicks, webpage visits, etc and you can start to tie back ROI to your social media efforts.

You’ll look like a rock star within your organization, too.

3 – Re-target on Facebook
Giving some much needed love to MailChimp.  Until recently, it was mostly known as an e-mail tool.  They’ve really upped their game by adding on some automation elements and the ability to re-target on Facebook.

When a person fills out a form on your website, they enter into a list in MailChimp, where you can track their activity and send e-mails.  Now, it will also put advertisements up on Facebook when that person logs on to the account, yet another way to touch them.

Hubspot and Marketo have similar features.  In both cases, you’ll still need to create the advertisements in Facebook.

4 – Include links on emails
Every platform has the ability to add social media icons to the bottom of your e-mail templates.  While this is very common on web pages, you’d be amazed at how many companies still don’t include them on e-mails.

It’s an easy way to get your existing contact database to also follow you on social media.  Also, you don’t have to pay anything for the likes and follows.

5 – Automate replies on social media
Salesforce Marketing Cloud reigns supreme in this last category.  Their social studio features allow you to monitor posts across all of your platforms.  In addition, you can do what’s known as social listening and search for key words or competitors that you want to track.

In both cases, you can create what is known as a macro that will automatically respond to posts.  Use it to handle critical PR issues immediately, thank people for their interest and attract people away from your competitors when they drop the ball.

Learn more about that here: https://www.salesforce.com/products/marketing-cloud/social-media-marketing/

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