How to Create Gravity-Defying Social Marketing with Marketing Automation in 8 Simple Steps

Social Media Marketing


If you’re marketing on social, you already know it’s a vital part of building (and keeping) relationships. But if you add marketing automation to the mix, you can launch your marketing results out of this world. As we explain in our new ebook, Marketo Social Marketing: Launch Your Marketing to the Moon!, social marketing can help you build and maintain lasting, personalized relationships with your customers.

If your social marketing is fully integrated with your marketing automation, you can also use it to develop relationships with early-stage prospects, gather data, nurture leads, and turn customers into advocates. Here are eight ways that marketing automation can amplify the power of your social marketing:

1. Segment and trigger based on downloaded content.

Marketing automation allows you to segment your leads, enabling you to deliver the most relevant content to each segment of your database. Once you’ve identified your leads on social, you can use marketing automation to segment and trigger based on the type of content people have downloaded on social media platforms. Get a strong indication of buying intent by combining knowledge of these interactions with your record of other engagement activities — such as email clickthroughs, downloads, and visits to your website.

2. Publish landing pages directly to Facebook.

With marketing automation, you can publish your own landing pages to tabs on your company’s Facebook page. These pages don’t redirect users to your site, but allow you to gather data from customer behavior — in the same way that you can gather data from a page built on your marketing automation platform.

Here’s an example of a landing page created in Marketo, published directly to our Facebook page:

marketo landing page published to facebook

3. Use social sign-on.

Marketing automation makes it easy to insert a social sign-on or single sign-on, which prospects and customers can use to access gated content. The individual chooses a social profile to sign-on through, and that information automatically populates the form. If you’re using marketing automation, these forms will also capture demographic information from the user’s social profile. For example, if a person signs in through their LinkedIn profile, your marketing automation system can collect their contact information directly from LinkedIn.

4. Integrate intelligent share buttons.

These are social sharing buttons that can be added to landing pages, web pages, or Facebook tabs. Visitors can click on them to share a page on Facebook, Twitter, or LinkedIn. When a visitor shares, your marketing automation system can capture data about the sharer, which networks they used, their social reach, and the share messages they used.

5. Run contest and polls.

A marketing automation system with a built-in polling or voting function, like Marketo Social Marketing, makes social engagement simple, allowing organizations to place polls on any Facebook tab or company landing page. Polls are an easy way to collect contact information, and if a visitor shares your content, your marketing automation can also collect that data, which will be tied to their record as a known lead.

Here’s an example of a poll created in Marketo by InsideView and published to their Facebook page, in preparation for an industry conference:

poll insideview dreamforce

6. Take advantage of social for lead recycling campaigns.

If your sales team decides that a lead isn’t “sales-ready”, they can pass that lead back to marketing through a lead recycling campaign. Once leads have been “recycled”, sales won’t contact them again until their lead score reaches a certain number. Take social engagement into account in your lead recycling campaign — set up a rule triggering a score change when a lead’s social engagement with your company increases.

 7. Leverage referral campaigns.

A referral program motivates your audience to be advocates for your brand — you can reward them for smaller things, like posting your content to a friend’s Facebook page, or for bigger things, like referring a prospect who becomes a customer. This is an easy, automated way to reward your biggest advocates, put a social twist on your referral programs, and amplify your reach by leveraging your customer’s social connections. If your marketing automation system has a referral application, customers will be able to share offers and track their progress toward a referral goal.

Here’s a referral program that we created in Marketo last summer, rewarding our audience for sharing our Definitive Guide to Engaging Email Marketing:

marketo referral DG2EE


8. Map social engagement to your sales funnel.

If you are mapping engagement to every touch point throughout the sales funnel, you can see clearly how each moment of engagement affects each prospect. If your social applications are integrated into your marketing automation, you can track individual leads (and customers) as they interact with your campaigns. You can also review referral traffic — visitors to your site who were directed there from another site — measuring the source and frequency with which social media platforms direct traffic to you.

Ready to learn more about social marketing and marketing automation? Download our ebook, Marketo Social Marketing: Launch Your Marketing to the Moon!