In the era of digital where we all are connected through social media, it’s time to offer personalized marketing to our consumers. We all are active on various social media platforms, even your consumers. The good news is, people want to be followed. Marketers need to tap this opportunity and build relations with their potential customers.
Social data offers marketers some of the best digital signals to follow for two reasons: 1) A lot of permission-based public data is made available to marketers through social platforms, and 2) Social data is full of simple and meaningful insights that can help your message to be conveyed to your target market at all stages of the customer lifecycle.
Here are five simple ways that can help you use social data for more targeted marketing and turn your campaigns into customer focused ones.
Targeting by events
Twitter came up with ‘Event Targeting’ tool in 2015. The built-in event calendar allows you to find various events that are coming up and get audience insights related to the followers of those events. You can find the total audience reach of these events and also check the tweets with the most engagement from the previous year.
Once you have all the insights related to various events that your potential consumers would be interested in, you can then launch a targeted campaign and combine your event targeting selections based on demographics to reach out to different event audiences.
Targeting by interests and trends
If you want more of your content to be loved and shared, social data can also help you identify what people are more interested in. Current topics and trends can be identified through social data for rapid response content. If you want to identify interests within specific target, there are tailored tools available by various social media platforms to identify interests. You can upload lists of email addresses, mobile phone numbers,social media user IDs, get detailed information about users based on various interests and demographics.
Targeting by social influence
Influencers play a crucial role when your business has a social presence. If you can find and build relationships with social influencers, who have a big fan following,you can easily market your business and tap that extended audience.
There are various tools where you can search for influencers within your existing follower base. Then, you just need to tactfully include those influencers in your social-media marketing strategy.
Targeting emails with matched social data
Targeting and personalizing emails requires asking for more information than just an email address. It can be a signup form, a landing page or a subscription where you can gather more information. Tracking activity takes time and asking for too much information can also have a negative impact. Matching emails with permission-based public social information allows you to segment your email lists faster and send relevant messages to your target groups.
There are tools which can help you identify group segments within an email list, based on topics and interests within specific email lists.
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Targeted marketing that relies on social data has big potential in the future. It is imperative to keep things simple, and do not automate everything until you have identified what works in your favour. Also, ensure that you are offering what your customer wants instead of trying to change your customer’s mindset to adapt your product /service.
Being customer focused is the key to success with all forms of data-driven marketing.