Marketo's Secret To Social Media Marketing

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     First I'm going to talk a little bit about reviewing the importance of personas and some best practices to consider when you're developing your social media marketing plan next I'll talk about the channel best practices covering everything from scheduling to visuals and I'll explore why listening is such a necessary component of any strategy then we'll review what we like to call the four R's of social media content and the end well dive into metrics that you should be measuring in order to show your social media ROI .

Strategy to know your best audience !

   There is an eight key points know your audience have a content strategy that definitely includes visuals develop a consistent scheduling calendar test everything from posting times to coffee ensure that you have the necessary tools to listen across all of your social platforms and last but certainly not least a way to measure your results .

let's jump into how we can build out our personas and what to consider all right so before you jump in in the tactical details of your social plan it's really critical to take the time to understand your audience , who are they what do they care about , that's where developing your personas comes in and why you should take the time to create them you know can determine the kind of content that you're going to need you know set the tone and style the delivery strategies that you need to think about for your content .

When you're thinking about what buyers respond to you can test that you know if they're going to look at a light conversational voice that will be better for them or will they trust a more formal tone you know consider especially depending on where your market is if you're in vintage that might be you know something people are looking for a more formal tone if you're AM are tech you know maybe a conversational light voice is better in creating your personas you'll find out the best tone and style for your content and the direction you should go in can help you target the topics you should be writing about you know why speculate about the topics your buyers care about when you can ask them and research and thoroughly get an understanding or relevant topics that you can create and then it can tell you where your buyers are getting information and how they're going to want to consume it you know do they like to dig into ebooks or do they prefer short snappy graphic should they spend their time reading third-party reports or do they comb through Twitter that kind of information can inform the way you create and distribute distribute your content and definitely requires an initial investment I'd say we spend a lot of time developing those personas in the beginning but absolutely pays off throughout the customer lifecycle not only for targeting our social campaigns but across all of our marketing efforts all right .

So what questions should you be asking when you're building out your customer personas who is your target audience you know what is the background or do they work and what are their responsibilities what are their business goals and how can your products help them achieve those goals what are their challenges and pain points it's a great place to start looking at how your product can alleviate their pain points exploring how you can help them what do they care about consider what kind of content they're interacting with do they have an interest in a particular solution or product does a certain type of messaging speak to them or more broadly what kind of topics are they interested in are you seeing them engage in on Twitter for with certain kind of topics or not are you seeing you know even taking a look at what kind of content isn't resonating is something that can inform you where are they you know where are they consuming content what channels are they on really look to see if their champ that they're engaging on one channel and not another perhaps Facebook is it for them and that's where you want to concentrate your efforts those are certain times that they're going online would morning or evening posts be more advantageous to reach them .

Now think about all these different things because you're you don't want to waste your time creating a posting office content you want to be posting it when it's best to reach those that target audience all right so let's jump in to some social channel best practices I'm going to start with Twitter here you know we are a b2b company and so we're always looking at you know different ways that we can engage across all the different social channels Twitter is really one channel where you can highlight you know who you are and show that you're in the know it's a quick quick base fast-moving it's a really great place to be top of mind as far as news blogs whenever you're posting new kind of content short form video does really well there we've had a lot of great engagements with polls another thing that we've done that's had fantastic engagement our live tweets so our live Twitter chats so if you get in there and you're live tweeting an event or you're participating in tweet chats and it's an awesome way for you to be real-time top of mind and engaging with people on a one-on-one basis another channel excuse me another positive especially for Twitter is influence or engagement so this is a channel where we actually interact with our influencers the most I would say and we're sharing their content on a regular basis we're reaching out to them and giving our two cents on content that they're sharing in addition it's one of the ways that I'm actually sourcing a lot of our Twitter chat hosts that are coming to participate with us so it's a fantastic way to build those relationships with influencers  .