How Marketers Can Employ Social Intelligence For Lead Generation
- The buzz in the social media and Internet marketing space is all about Social AI. It refers to the use of artificial intelligence to help businesses make sense of their customers, which in turn can be used to target them with the right messages at the right times. It isn’t just social networking sites like Twitter or Facebook that are making use of this technology, but major brand names in the space like Unilever, Coca-Cola, Pepsi and Nest have all been experimenting with it in some form or another. Although the idea sounds very complicated, the applications for social media and e-marketing is simple: marketers want to understand their audience better so they can create content that their target audience will enjoy and find engaging. With a brand’s reputation already suffering due to consumer concerns about product formulations and lack of customer service, convincing customers to return to purchase more is vital. How then can marketers tap into social intelligence to boost brand loyalty?
- Social networks and other places on the web have become a vital part of how marketers use social AI for lead generation. With millions upon millions of users logging into their accounts every single day, it is incredibly easy to tap into the data that these users place in their profiles, allowing you to filter out unsuitable customers, and also enabling you to target appropriate audiences based on age and demographics. What does this mean for marketers?
- When using traditional methods of collecting leads, marketers generally collect contact information from potential customers. This is typically by way of traditional forms like direct mail, newspaper ads or telephone calls. These methods are extremely time consuming and expensive. They also tend to miss many potential contacts, leaving you with an extremely small number of leads to work with. However, if your brand is active on a large social media network, then there is the opportunity to leverage social signals in much the same way as a traditional form of networking.
- This is because users of the social network will likely share information about their experiences with the brand. This may be negative or positive feedback, but if you take the time to look at the bigger picture, you will quickly realise that positive user comments are usually genuine. On the other hand, it’s important not to discount the negative feedback as well. A bad review does not necessarily mean that the product is trash. Instead, it can simply mean that a user doesn’t feel happy about the experience. If you take the time to look at the bigger picture when weighing up whether or not to offer a product or service on a social media platform, then you can dramatically increase the likelihood of success.
- The main challenge when it comes to how marketers can employ social intelligence for marketing campaigns is getting a representative sample. It is often difficult to obtain this through traditional means, as only a chosen few users will willingly participate in a focus group or customer satisfaction survey. Another limitation is that the data that can be collected is often incomplete and unreliable. Lastly, many social media users will delete posts and tweets following negative experiences.
- Fortunately, there are new ways to use this social phenomenon to market products and services. One of the most effective strategies is to use “tweets” to collect information about prospective customers. A Twitter search for a particular brand shows the latest comments made about the company. The strategy works well for gathering information about prospective buyers since users are more likely to post honest comments than those who are simply seeking attention. Furthermore, users are more likely to share a post that they might find useful.
- Social media allows you to create a “backstage” of your website and blog. When a user goes to your site, they can read about your latest product releases, upcoming events, and other details. As a result, if a user finds your brand interesting and would like to learn more, they may follow the link in an effort to get more information. If your company has a blog, they can also make comments on posts or tweets using social media.
- With so many sources of social engagement, marketers are finding it easier than ever to engage with their target audience on a deeper level. Using this social intelligence to market products and services is a great way to give your audience something to look forward to while engaging them on a more personal level. By tapping into the social media community, you are able to connect with prospects in a way that never had been possible before.