Social Media Marketing and Social Selling in Post-GDPR World
How can you fine-tune your social media marketing and social selling strategies to fill the gaps left in your prospect and lead pool after GDPR?
Perhaps the most significant and direct effect of GDPR to your digital marketing efforts is that after having to ask for consent to everyone in current email-lists and changing to opt-in methods, you might be looking at a dip in the number of leads you find and gather. So now, we are going to discuss the ways in which you can maintain and continue to grow and nurture new customer relationships in a post-GDPR world.
For more tips on surviving in the social media jungle in a GDPR-compliant way, see this:
GDPR, Social Media and Employee Advocacy: FAQ
The good side of GDPR is that it forces us to focus on the quality, instead of quantity, of customer touch-points. When it comes to social media marketing and social selling, Employee Advocacy and informed and engaged employees can help you replace quality over quantity when it comes to your prospect pool. So let’s look at five ways leveraging your employees in social media helps you fill the lead void left by GDPR.
1. Establishing Relationships
Social media channels are becoming more and more saturated with business content, and one of the most important trends to focus on is creating good engagement. After GDPR compliance becomes mandatory, companies will have to get more and more personal in order to win over the trust of their followers and those coming across their brand content online. When you harness your employees as your brand ambassadors in social media, you can encourage them to engage with your audience and create personal relationships with them. Not only does engagement in general increase trust in your brand, it also helps you gain the valuable opt-ins you need to continue to reach out to users who are interested in your content.
This is a direct positive outcome of the previous note. Before GDPR, many companies automatically harvested leads from pre-ticked consent forms and scattered leads around different email lists. When the time came to contact leads, a large number of resources from sales department actually went to waste, because the people contacted were not the correct audience or in the correct stage of the buyer’s journey after all. Once you start putting more energy into social selling instead of automated lead-generation, your amount of prospects will drop, but their quality will increase. Hand-picked, personally contacted prospects are much warmer leads than people who did not consent to be contacted in the first place, and it is the warm leads that are worth your while.
To see more about GDPR and the role of consent in marketing, see this message:
GDPR, Marketing and Consent: Best Practices
3. Building Networks Based on Trust
Whether or not you give consent to gather and use your information is largely dependent on how much you trust the instance asking, isn’t it? You wouldn’t easily give your phone number to a site you’ve never heard of, just because they ask. But if you have a trustworthy friend or an acquaintance who works or has worked in the firm, you’ll be much more likely to give your information to the company. Real people create trust, and simply having your employees be seen and heard in social media (even if they aren’t promoting your product) is a good way to create trust towards your brand.
4. Content Marketing Based on Real Needs
When you get to know your customer base and engage with your audience you’ll be better aware of what they like and what they need, and you’ll be able to provide more value in your content marketing. Anyone can contribute to the content marketing processes of your company, be it with giving ideas and insights or writing a guest blog. Once you empower your employees to search for their voice in social media and become influential, they will be more likely to gain confidence in creating content for your company. As they develop a following of their own, they will also bring in new visitors by adding their own content to your blog or website.
Turning into social media and making sure your Employee Advocacy program works like a well-oiled machine helps you reduce the losses felt after GDPR compliance. Empowering employees to be influential in social media has effects beyond improved social selling and content marketing results. Empowered employees add to the brand value of the companies simply by existing in social media, and every post, every like and every pair of eyes reached by your employee’s voluntary social media behavior helps your company. As long as employees truly post company content voluntary, you can rest assured it is targeted and fine-tuned to the right audience, chosen by your employee, and therefore meant to bring the best value to their network.