Business is getting more and more social. Understanding how social it’s becoming is a challenge to many B2B marketers. Where do you go to find out if your prospects and customers are on social networks? If so, which ones?
It’s now possible to append your B2B customer and prospect databases with social media addresses and other social marketing data. This new social layer makes it possible to connect and engage with your audience across multiple channels. With this data, you’ll know the “Four W’s” of your audience:
Who: demographics, occupation, location and more
What: interests, brand affinities, lifestyles, and influence
Where: social sites used and online hangouts
With Whom: friends and associates
Reasons why you should map your customers and prospects to social media:
1. Determine if you should be on social networks
If you are unsure about whether or not you should be marketing via social media, using social appending tools will help you understand the social activity of your contacts.
2. Determine which channels to use
Learn which channels your customers or contacts use most frequently and speak to them where they are most comfortable.
3. Determine where to best devote resources
Optimize the time you spend engaging and identify potential new channels to engage your key contacts.
4. Identify influencers
Do you know who your most valuable brand advocates are? Use the number of Facebook friends, tweets, followers, etc. to identify and engage your contacts with the most marketing influence. Create content or VIP offers to target and reward this very important group.
5. Increase relevance
Gather insights from a Twitter feed or LinkedIn profile to provide marketing intelligence which can be used to create more personalized communications. Those communications can then be distributed to the most relevant segments of your database.
6. Compare prospects to customers
If you know the social behaviors of your customers, compare that to your prospects. Learn about the differences between the two groups and adjust your prospect messaging accordingly.
7. Target new customers
Once you how your customers behave in the social networks, use that information to go after others with similar profiles or behaviors.
8. Be more effective with sales and retention
Provide your sales team with prospect or customer social profile information and allow them to learn more about the contact which will promote a more authentic conversation and sales experience.
Companies that provide social marketing contact appending or influencer identification services include:
Rapleaf helps you better understand who your customers are so you can personalize communications and boost interactions while lifting conversions. Using Rapleaf can help you reveal and understand your customers’ demographics, interests, occupation, social media memberships, friend connections and more.
Netprospex is a directory of user-contributed business contacts verified with their proprietary CleneStep technology. Quickly find, view and download business contacts including phone and email addresses. NetProspex has a large database of 14 million verified B2B contacts.
Klout allows you to find and engage Twitter influencers based on topic or hashtag so you can understand their network value.
When you have an email address, Flowtown allows you to find which social networks your customers are on.
Have you used social network data to customize your B2B marketing efforts? How did it work for you? Do you see this becoming more popular as B2B marketers grow more savvy in the social marketing space?