Let the Tweets Lead Your Marketing, Come What May
September 14, 2017
It seems that sales and marketing departments just can’t keep up with consumer patterns and behaviors. The latest example of this is explained in a DMA article outlining how to utilize social media to reach target leads. As people rely more on their own search and online acumen and less on professionals (IRL), marketing has to adjust.
Aseem Badshah, Founder, and CEO of Socedo, explain the problem and a possible solution:
Traditionally, B2B marketers created content based on the products they want to promote. Now that so much of the B2B decision making process occurs online, content has to be more customer-centric. The current set of website analytics tools provide some insights, but only on the audience who have already reached your website. Intent data from social media can help you make your content more relevant. By analyzing social media signals and looking at which signals are picking up in volume over time, you can gain new insights into your audience that helps you create more relevant content.
While everything Badshah says may be true, one has to ask themselves, is following the masses always a good thing? If a business wants to maintain their integrity to their field would it be in their best interest to follow the lead of their target demographic’s hashtags or work harder at marketing their product/service despite the apparent twitter-provided disinterest?
Catherine Lamsfuss, September 14, 2017
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