To truly understand their customers’ purchasing habits, all content marketers have to do is follow the clues left on social media platforms. By doing this, they can send the right content to the right audience and increase conversions and sales. Here’s what you need to know to utilize social media to your business’s advantage.

Identify what’s trending on social media
From global events like the WannaCry and Petya ransomware attacks to the Super Bowl halftime show that took the internet by storm, content marketers need to know what consumers are talking about on social media.

For example, when Steve Harvey read the wrong name at Miss Universe in 2016, Burger King wasted no time tweeting a picture with the caption: “At BK, everyone gets to keep their crown.” This clever and timely message resulted in almost 100,000 retweets, likes, and replies.

Knowing what's trending helps marketers fine-tune content to ensure better engagement and higher conversion rates. And it can even help establish relevance in larger conversations and engage new groups of potential customers.

Understand what’s happening locally and globally
Content marketers should stay on top of what's happening on both a global and local scale, and then share what they've learned with their teams. For instance, children’s clothing companies can combine the latest trend with the back-to-school season to attract more students and parents.

Leverage user-generated content
According to a recent Bazaarvoice report, shoppers who interact with consumer-generated content are 97 percent more likely to make a purchase than shoppers who don’t. Customer-generated content helps drive awareness among non-customers who may be persuaded by positive and authentic customers' experience. Social data derived from user-generated content also helps marketers address content pain points.

Incorporate social data into your marketing strategy
Put the social media data you've gathered to good use by integrating them into your current marketing strategy. They immediately provide a better understanding of the customer and highlight the type of content audiences are currently engaging with. This can be used to help develop and execute better content and marketing campaigns.

Social media has changed the way small- and medium-sized businesses operate. In order to get ahead of your competitors, it’s imperative that you understand how to leverage it to your business’s advantage. Feel free to contact us about what we can do to help.

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