Published on January 22, 2021.

READ THIS NEXT

Why social listening guides the marketing strategy for a media management platform
Why social listening guides the marketing strategy for a media management platform

How a customer-first philosophy shapes marketing at Salesforce

Credit: iStock

Why social listening guides the marketing strategy for a media management platform
Why social listening guides the marketing strategy for a media management platform

The irony of most b-to-b social media efforts? There is nothing social about messaging delivered in a steady cadence in the hope a prospective customer will click to get even more marketing materials. Social posts are thus optimized for clicks, even though that occurs less than 1% of the time. While marketing is supposed to contribute to brand growth, is ignoring 99% of your fans the smartest way to get there?

I think the biggest mistake is that b-to-b marketers see social as just another distribution channel, says Jamie Gilpin, chief marketing officer of Sprout Social, a social media management platform, who sees another option. Gilpin suggests using social to humanize your brand, to connect with your buyers, with your customers, in a more meaningful way. Taking her own advice, Gilpen used social listening to help guide Sprouts marketing approach throughout 2020, suppressing the urge to promote product in favor of content that helped customers get through the pandemic professionally and emotionally.

Does listening pay dividends? "More than 80% of our new business acquisition actually comes from marketing, says Gilpin. And Sprout Socials stock nearly tripled in 2020.

How should brands be using social?

Social is your channel to be a human. Social is your channel to be truly authentic and connect with your buyers, with your customers, in a more meaningful way. How can we reallyand I don't mean this in an opportunistic waybut really leverage this as brands and as companies to create more meaningful connections and relationships with our customers than we ever have before, at scale? This is the opportunity with social, that scale point. Our salespeople obviously are creating great relationships, but do we have to depend on a great salesperson to have gre