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Salesforce Marketing Cloud
Salesforce Marketing Cloud
Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud
Brandwatch
Brandwatch
Brandwatch is a leading Consumer Intelligence and Social Media Management solution that empowers over 5,000 of the world's most admired companies to understand and engage with customers at the speed of social. Its Consumer Intelli...Read more about Brandwatch
Jumplead
Jumplead
Jumplead is a cloud-based marketing automation solution that assists marketers in email marketing, creating landing pages, contact management and lead management. This solution is suited for small and midsize businesses (SMBs). ...Read more about Jumplead
Oktopost
Oktopost
FrontRunners 2024
Oktopost enables B2B marketing teams to amplify their brand on social media and measure the real impact of social on the business. Oktopost's social media management, social listening, and employee advocacy solutions are built for...Read more about Oktopost
Act-On
Act-On
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting ...Read more about Act-On
Marketo Engage
Marketo Engage
Adobe Marketo Engage is as a centralized marketing hub for orchestration and execution of cross channel campaigns to acquire, engage, nurture, expand and retain customers, throughout complex buying journeys. Marketo Engage facilit...Read more about Marketo Engage
Lead Gen & CRM (formerly SharpSpring)
Lead Gen & CRM (formerly SharpSpring)
At Constant Contact, we deliver for small businesses with powerful tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM (formerly SharpSpring) is a marketing and sales platform developed to help busines...Read more about Lead Gen & CRM (formerly SharpSpring)
HubSpot Marketing Hub
HubSpot Marketing Hub
FrontRunners 2024
HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H...Read more about HubSpot Marketing Hub
Percolate
Percolate
Percolate is a cloud-based content marketing solution for midsize and large companies. Primary features include content management, brand and channel management and social media management. It allows users to manage brand and cha...Read more about Percolate
Adobe Campaign
Adobe Campaign
Adobe Campaign is a marketing automation platform used in email automation, delivery and reporting. It allows users to create, coordinate and deliver dynamic campaigns through emails, mobile platforms and offline channels. Ad...Read more about Adobe Campaign
Mailchimp
Mailchimp
Mailchimp is a web-based marketing automation service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to...Read more about Mailchimp
iContact
iContact
iContact is a Web-based email solution that helps small and mid-sized businesses engage with their customers and grow their bottom line. With solutions from email design, list management, campaign management, landing pages, segm...Read more about iContact
Agorapulse
Agorapulse
Agorapulse is a social media management tool that manages social media messages, schedules and publishes content across channels, monitors, and gets stunning reports all in one easy-to-use dashboard. ...Read more about Agorapulse
Hootsuite
Hootsuite
Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite
Sendible
Sendible
FrontRunners 2024
Sendible is the leading social media management platform for agencies looking to manage social media more effectively for their clients. The Sendible platform brings all your social networks together into a centralised hub and i...Read more about Sendible
Audiense
Audiense
Audiense is the world’s pioneering Audience Intelligence platform. We aim to help marketers and consumer researchers be innovative and develop relevant audience-centric strategies through the use of proprietary social consumer seg...Read more about Audiense
Quid
Quid
NetBase is a cloud-based social media analytics tool for small, midsize and large brands and marketing agencies. Primary features include social media monitoring, brand health monitoring, campaign performance measurement, dashboar...Read more about Quid
ExpertVoice
ExpertVoice
The ExpertVoice Advocacy Platform connects 900 of the world’s leading brands with more than 1 million vetted industry experts to improve recommendations and reviews in e-commerce experiences, retail stores, and social media commun...Read more about ExpertVoice
Marketing 360
Marketing 360
Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (...Read more about Marketing 360
eClincher
eClincher
eClincher is a cloud-based social media management tool that helps businesses manage social-media accounts and marketing activities. eClincher lets users manage social-media profiles in one place for brand awareness, publishing, e...Read more about eClincher
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Buyers Guide
Last Updated: March 16, 2023Managing social media marketing campaigns requires marketers to juggle a number of tasks: managing profiles on multiple social media platforms, creating and scheduling campaigns, replying to inquiries and comments, and tracking campaign engagement and performance metrics.
Doing this many tasks manually can be time-consuming and prone to error. Moreover, if you are unable to quickly respond to customer queries, you may end up losing business opportunities.
A social media marketing tool lets you manage different social media platforms, track customer comments and inquiries, and view reports on campaign performance metrics.
However, finding the right software solution for your business can be confusing. To help you make an informed purchase decision, we'll cover:
What is social media marketing software?
Common features of social media marketing software
Benefits of social media marketing software
What is social media marketing software?
Social media marketing software helps businesses create, track, and manage online campaigns on their brand's social media accounts. The software also provides users with reports on campaign performance metrics, such as cost, revenue, and profits, enabling users to accurately measure return on investment on these campaigns.
Common features of social media marketing software
The first step in selecting the right social media marketing tool for your business is to understand the common features of the software. This knowledge will help you select products based on your business requirements.
Content management | Create, edit, and publish content across multiple platforms such as LinkedIn, Facebook, and Twitter. |
Post scheduling | Schedule social media posts on different social media platforms based on optimal timings. |
Customer targeting | Select target customers for each campaign based on attributes such as location, age, and interests. |
Multi-account management | Manage multiple social media accounts in a single tool. |
Reporting | Generate reports on different parameters such as likes, conversation rates, revenue, cost, etc. |
What type of buyer are you?
The next step is to learn about the types of buyers in the market. This knowledge will help you select products based on the type of business you are in:
Agency buyer: If you own a social media agency, marketing agency, or PR firm, you need strong reporting functionality so that you can provide accurate cost, campaign performance, and return-on-investment reports to your clients. You also need multi-account functionality, as you'll need to manage different accounts for different clients.
Business buyer: If you are a social media manager working at a business, you'll need software that lets you manage all the social media accounts of your business. You'll also need cost-tracking functionality to ensure that the costs of the campaign don't exceed the designated budget.
Benefits of social media marketing software
Understanding the benefits of the software will help you build a strong case for a software purchase.
Improved response time for customer inquiries: According to a recent survey, 72% of Facebook users expect a response in less than 24 hours after posting on a brand's social media account. It's essential for marketers to ensure that each post is responded to within this timeframe. Social media marketing tools provide you with a unified inbox where you can view all comments, assign them to the right agent, and therefore reduce time-to-response.
Accurate reporting: Social media marketing software provides you with real-time reports on campaign performance metrics, such as the number of leads, cost of paid ads, and revenue. These reports give you a complete view of your social media campaigns and help you make decisions for future campaigns.
Efficient customer relationship management: A social media marketing solution helps you not only capture leads on social media, but also manage interactions with prospects. You can assign leads to agents, schedule appointments, and track the real-time status of each prospect.
Market trends to understand
The social media marketing landscape is evolving fast. To stay ahead of the competition, you need to be aware of recent trends that are disrupting the market. You also need to ensure that the social media marketing vendor you select is incorporating new technology.
Two prominent trends to be mindful of are:
Chatbots will drive engagement in social media marketing campaigns: End-user engagement is the key to successful social media campaigns. Chatbots can provide visitors with instant answers to basic questions, thereby increasing engagement with prospects who would otherwise have to wait for a response. As more and more businesses look for ways to make marketing campaigns more engaging, we expect chatbots to be integral social media marketing software functionality by 2022.
Video content is the next big thing on social media: Social media posts with videos get 48% more views than those without videos. As more and more businesses start using video-based advertisements in their social media marketing campaigns, we expect to video creation and publishing tools to become a core functionality by 2022.