Integrating social and marketing automation can drastically improve the performance of digital marketing campaigns from inception to execution. With this in mind, Marketo has created a robust social marketing package that provides actionable insights to drive awareness, conversion and revenue. What are the benefits of integrating social into your marketing automation strategy and tactics? Here are some noteworthy features to consider:

1.  Monitor Key Performance Indicators in the Social Funnel to Improve the Efficacy of Smart Campaigns

Marketo can track social interactions from campaigns, built with a variety of social apps within the platform. Whether you are launching a sweepstakes to capture additional unknown leads through social channels, or creating a referral campaign on Facebook and Twitter, Marketo organizes social campaign performance into three categories: Social Funnel, Audience, and Share Metrics.  

The Social Funnel provides visibility into your campaign’s social progression by drilling down into five critical success metrics:

• Campaign Visits: The number of page loads from leads that contain your social app. If a lead navigates to a landing page on your Facebook brand page, this would count as a campaign visit.
• Interactions: The number of lead interactions with one of your social apps. Examples include entering a sweepstakes campaign or participating in a poll.
• Shares: The number of times a lead shares a marketing message to their social networks via a social app.
• Resulting Clicks: The number of links clicked from shares originating from a social app. If a lead shares a campaign to Twitter and one of their followers clicks on the shared link, this would count as a resulting click.
• Registration: The number of leads who sign up for your promotion after clicking on a shared link that navigates back to your social app.

The Social Funnel gives digital marketing teams the power to call out interactions in the progression of a social campaign that are performing well, and to identify areas that require improvement to strengthen a lead’s journey through a campaign from end to end. Translation: Social Funnel analytics track critical lead activities in social campaigns in order to increase awareness, engagement and conversion metrics.

2.  Insert YouTube Videos with Social Sharing Options into Landing Pages

Research indicates that integrating video into landing pages increases engagement. According to the Cisco Visual Networking Index, 80-90% of all web traffic will be video based by 2017. In addition, a study by EyeView concluded that using video on a landing page can increase conversion by up to 86%.

In order to continually drive engagement in social, brands need to diversify their content in order to keep their marketing activities fresh and relevant. By activating the Marketo social marketing suite, you can embed videos with social sharing options into your landing pages, publish those landing pages to Facebook, or place the video share on your website. Other benefits of the video social app include customization of after-share prompts and share flow. These features essentially offer marketers the ability to capture contact information after sharing content, and customize which social channels leads can share your message to during a campaign. This will give your brand the opportunity to expand your unknown lead universe.

3.  Gate Participation in Social Sweepstakes for Lead Capture

When you create a social sweepstakes campaign in Marketo, you can choose the fields required for participation in the campaign. Not only will you capture the critical lead data you need for segmentation, you can also choose whether or not these leads automatically opt-in to future campaigns or engagement programs. By utilizing the social sweepstakes feature, you can strengthen your lead database and increase the potential reach of your campaigns at the same time.

4.  Enable Social Form Fill to Capture Critical Social Data for Leads

The social form fill feature offers leads that participate in a campaign the opportunity to fill out a form using the social network of their choice. When you build a form for a campaign, under the settings tab you can edit language, locale, progressive profiling, label position, fields, and social network buttons to be included in the form. How does this benefit digital marketing teams leveraging the platform? Social form fill captures additional lead source data that can be leveraged in future campaigns and engagement programs. Note: this feature is only available in Forms 2.0 and cannot be used on IE8 browsers or older.

5.  Create Custom Javascript Events as Fulfillment Goals to Track Revenue Generated from Referral Campaigns

When you create a referral offer in Marketo, you need to define a fulfillment goal. Fulfillment goals are the activities that prospects need to complete in order to qualify for the referral offer in your campaign. 

When you configure the referral social app, you can create custom Javascript events at the point of sale to track which referrals generate revenue by social channel. For example, you can A/B test which social channel generates the most revenue on referral campaigns.  Creating custom Javascript events is one tactic you can use to measure the impact social campaigns have on the bottom line.

By integrating social and marketing automation, brands can expand their campaign audience, increase the influx of unknown leads, and move the needle with respect to ROI. Improving marketing effectiveness and looking for new ways to drive revenue is always top of mind for today’s marketing executive. See how you can leverage innovative marketing automation tactics in our free guide, The Three Pillars of Modern, Digital Marketing.