Marketers are beginning to recognize the always-on, big data nature of our world and with it, the growing importance of evaluating the total picture of their brand’s health — including perspectives that emerge around brand content when it leaves their hands.
Who’s talking about the brand and where? What are they saying? And, equally important, why are they saying it? We believe turning to social media to unpack these questions (and more) is a great place to start.
The emergence of social selling
Marketers may not realize that, according to HubSpot, “Buyers who use social media have larger budgets — typically 84% larger than the budgets of buyers who do not use social.” This is why trends like Social Selling are emerging — and why B2B organizations arm their sales teams with the skills needed to engage with buyers directly via social channels. But before exploring that path, it’s important to gauge:
- The role that social plays for your customers;
- Where and how your customers engage in the various channels; and
- The health of your brand in these channels.
Understanding these factors can help you prioritize where to expend scarce marketing and sales bandwidth.
Analyzing your brand’s health on social
Social “brand health” analysis starts by gathering conversations pertinent to your business, then evaluating the topics and brands that emerge in these conversations. Hopefully, your brand is included in a positive way. If it’s not, don’t fear: conversation analysis will give you clues about how to improve this perception. For example, knowing who is advocating and detracting from your brand’s health — and equally important, why they’re doing so — will help you pinpoint where you may need to focus outreach and relationship development.
Gauging social spend & engagement
After evaluating brand health in social conversations, marketers should evaluate the topics that drive the most engagement across channels and among target audiences. This will help inform messaging and content priorities and can identify where to amplify your content with paid media spend. Remember, your customers are people, too. Some of the channels may not seem relevant to what your company offers, but, after some evaluation, they could prove to be great places to engage — and a great way to edge out uninformed competitors.
Understanding your brand health off your site is just as critical as measuring performance of the content you control on your site. Social “brand health” reflects how your target customers may interact with and receive your brand without you even knowing. What works and doesn’t work in this environment should be taken into consideration as you evaluate your overall content strategy. This is typically a more honest reflection of customer needs — and can illustrate how best to deliver unique value to them.
Let us audit your brand’s social health.
At Springbox, we help our clients map their health across the digital ecosystem and provide benchmarks and recommendations for improving visibility and perception wherever your customers engage. Contact us to see how we can make a difference in your business today.