Want to Improve Your Social Media Marketing: Leverage Social Intent Data
Social intent data is all about understanding the actions of buyers to understand what they are interested in. According to Marketing Blender, 55% of B2B buyers search for information on social media and 84% of CEOs and VPs use social media to make purchasing decisions.
Understanding social intent and utilizing it rightly can help marketers be more successful over the social media.
HubSpot’s Jingcong Zhao has published an article covering some important tips to leverage social intent data for empowering social media marketing campaigns.
Zhao says, “Social intent data includes any action potential leads take on social media. Today, many people go to social networks like Twitter and LinkedIn to learn about and discuss news and business issues in our industry. Some of us go on Quora to get perspectives on how we might tackle certain business challenges, or go on Meetup.com to find in-person events where we can gain a broader view of our industry.
On Twitter, we can identify potential buyers based on their tweets and following relations. On LinkedIn, we could find potential buyers by looking at people’s group affiliations (i.e., specific product user groups), the influencers they are following, the articles they are sharing and commenting on. On Quora, we could do the same by looking at who is asking questions related to our product category. On Meetup.com, we could see people’s profiles and their meetup attendance history”.
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