Saturday, January 28, 2023

Making Social MQLs work for you.

Last issue, we discussed driving engagement with social posts. We refer to these as Social MQLs (Social Marketing Qualified Leads). We are working to accomplish this by testing different types of content, and different methods of delivering the content. As we mentioned we will offer short messages without an attached link, questions associated with linked content, and at times, humor will be used. As we develop these reactions, we recognized the need for reporting on activity related to these kinds of posts. 

We are excited to announce that we are now tracking both reactions and the type of reactions a post receives.

So what does this mean for a business or a sales person? Insights like these allow users to dive deeper into their customers’ and prospects’ social profiles to learn about who they are, what they are interested in, and how that connects to the content just shared.  

Here is an example of one of our reports.

Diving into profiles to gain more insight into what else is of interest to them.

To maximize the value of this, once a reaction occurs, a salesperson or marketer can follow that up with a comment, a direct message over LinkedIn to the person, or a call or email, if they have the contact information. This allows users to continue engaging with their audience. If we follow the flywheel model it both furthers a prospects’ advancement to becoming a customer but also continues to delight and engage current customers. After all, it isn’t just about closing a deal anymore, it’s about keeping your current customers feeling like they are in good hands and coming back for more.

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