Marketing mash up – Where does social fit?

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B2B FastTracks: Social Marketing Redefined Blog Seriesmashup

“Any savvy marketer is integrating social media – they have to be.” – Carmen Arnevik

Carmen Arnevik and her team at DreamBox have spent much time and effort developing their strategy for integrating social media into their marketing efforts. After a stimulating 30 minute interview with Carmen, it was clear that she has a great understanding of how to effectively integrate social strategies across all channels, and that her presentation at the upcoming B2B FastTracks event will be worthwhile.

Carmen emphasizes that the secret to success is really understanding your audience, where they are, and the story your company tells. Providing valuable content and telling “your story” can make all the difference. Carmen also emphasizes how she and her team always tie their tactics back to the buying funnel.

Here are some the tips and tricks Carmen explained:

Understand each channel and its role
Each channel and social outlet will have a different role and level of influence for different industries, personas, and buying stages. Understanding where your audience is spending their time is very important. Take the time to find the niche social sites specific to your audience.

Different audience = different strategy
DreamBox has a different strategy for each audience segment they target. For example, leader, policy maker, and media relations. DreamBox finds success using Twitter to engage and interact with these particular audiences. This approach does not apply to all of their target audiences; thus DreamBox adapts and alters their strategy to fit each audience segment and to optimize results.

Define success
Social marketing will not always mean sales and new customers. Sometimes a success for social marketing is a conversion, a new lead, or just awareness. Carmen explains that for each persona at DreamBox, social marketing has a different role – therefore success and tracking will be defined differently. After you define success you can more easily determine key metrics to track.

Start small and focus on what works
Carmen explains how DreamBox has several target audiences, but to start they are only focusing on the audiences and channels they have seen success with. Do not sprint before you crawl.

The secret to success with socially integrated marketing is to understand the role of the different channels and how they relate to your audience. Carmen will go into much greater detail of how to understand your company’s audience and determine where social fits into your strategies at the B2B FastTracks on October 10. Request an invite so you will not miss out on this great opportunity.

Heinz Marketing is holding the B2B social marketing event of the year! And nowhere other than the gorgeous Columbia Tower Club. Carmen will be joined by several other industry leaders and innovators from LinkedIn, Full Circle CRM, Payscale and Socedo! The event will consist of 20 minute fast tracks packed with educational content focusing on social lead generation, optimizing ROI, and real life examples –pick and choose the tracks that are of most value to you! Request an invitation today

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.

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