2. Use the power of user journeys
There are different ways to use targeting and retargeting, which have an effect on the relationship with your community. As you saw above, distributing the same content with (re)targeting without taking into account the interests and behavior of the target group is not a good idea. This is where the power and relevance of user journeys come into play. With this you control the structure in which the target group is automatically placed in the right segments based on behavior in relation to your brand. In this way, most brands really see the difference and results of their social media efforts.
To go back to the previously described example of ILVA, this means that you can easily automate the flow of the different segments. In fact, to be accurate, it is necessary to automate this flow. For example, a consumer goes through the process of never having heard of your brand, to interactive behavior on a post, a website visit, becoming a fan, subscribing to the newsletter and even becoming a customer. Each time, this person is automatically placed in a new audience. By including and excluding these groups from certain segments, they are shown new content.
Also read: The steps to Social Media ROI
Steering on conversion or retention
In the case of ILVA, a customer who shows interest in the brand is shown a link with an invitation to a web page. Based on the click behavior, specific campaigns are then shown, which are directed at conversion or retention. Of course, only the latest data from the last stream of the user journey is used.
top player on social media
ILVA automates its campaigns by using various tools that connect all customer data.
In order to constantly show relevant content to your different target groups, we need to work with distribution and customer journeys, respond to customers based on previous engagement and measure the effects of this. Organizing and structuring this flow of information using a tool is how you can be successful on social media. – Casper Noreen Frid, consultant social media ROI, Komfo
By working with these principles, you know that you are always investing your budget in the users that are most likely to convert to your objectives. For example, your objectives could be:
More engagement (based on best performing posts and audience)
More clicks (become more relevant)
Engage in dialogue more often (retention and new customers)
3. Sustainable ROI
Data activation and distribution strategy are the most discussed topics in my work, where I help many companies set up social media workflows. When it comes to creating long-term ROI for larger organizations on social media, there is one aspect that I cannot emphasize enough, the effect of communication based on customer lifetime value over one-way conversations.
The value of a returning customer, membership extension or additional newsletter registration is significant. That is why these workflows are also constantly evolving. – Casper Noreen Frid, consultant social media ROI, Komfo
Once the work structure has been set up using the above tips, it is important to keep it active. No customer journey is the same, so it will be necessary to constantly adjust. Test what korean phone number whatsapp works for you and what doesn't, and adjust the structure and content accordingly. By constantly keeping this in motion and continuing to measure the results, you will see that the ROI increases. This in turn offers opportunities to grow towards a more professional approach on social media.
In conclusion, you can say that there is a lot of low-hanging fruit for organizations on social media, which can be captured by starting to activate data and user journeys. The structure that you are going to set up for this, always starts with the following principles:
What are the objectives?
Which KPIs can be linked to this?
Into which segments is the target group divided?
Because you are touching different layers in the organization, it is wise to have the data checked by social media managers, among others. Provide direct reporting to the ultimate responsible persons or the management team. Set up this structure in such a way that it is understandable for everyone internally and works well. Then you can discover opportunities more easily, communicate the right content to the right target group at the right time, measure the effects and respond to them.