Tyler Ludwig / Interactive Marketing Manager, Rio SEO
As a digital marketer, we always want to better define our target audience and provide more relevant messaging. For Rio SEO we recently initiated internally an implementation of our patent-pending Tag and Trace™ social analytics technology through Rio SEO Social Analyze™ and integrated it with our Salesforce.com CRM database. With this advancement, our marketing team is now able to track, identify, and engage our most active and influential social audience through retargeting campaigns.
Strengthening Social Influencer Identification Tracking
The integration of the Rio SEO Social Analyze tracking software with Salesforce ‘s customer relationship management (CRM) platform has produced an innovative lead-tracking and identifier tool. The combination of the two platforms has provided our sales team with a detailed prospect profile to measure and identify key content social advocates as they engage with our content.
Our social analytics software uses our Tag & Trace engine to identify our site visitors and track their multi-generational word of mouth sharing in real-time, even through traditional “dark social” methods like copy and paste.
Engaging Active Prospects for Social ROI
When visitors of our site enter their information into a Salesforce Web-2-Lead form on our website, Rio SEO’s Social Analyze attaches the Tag & Trace unique identifier to the prospect’s profile. This connection allows our marketing team to directly correlate potential prospects back to online social engagement and activity for further analysis and measurement.
Once the most influential visitors or prospects have been identified, digital marketers have the opportunity to re-target to the most active prospects with display advertising, as well as build content around what is shared the most.
Importance of Effective Content Marketing
With content marketing goals progressively moving from soft metrics like awareness and engagement to revenue goal contributions and lead generation; the need for direct-path tracking around web and social campaigns is increasingly essential for digital marketers. Marketing Charts recently reported that content marketing objectives have shifted over the past year to be more focused on lead generation, growing to represent 44 percent of content marketing goals and 12 percent of the average content marketing budget.
This data represents, in my mind, the next step towards completing the convergence analytics circle by tying content marketing, social media influence, and sales CRM to the individual level.
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Posted September 5, 2013