Banking on Social
Paid social can be a powerful tool for any business, however, like any tool, it takes training and education to wield it correctly.
To get at the heart of their customer’s wants and needs, Jason invests in party research before crafting his social media marketing plan for U.S. Bank. And by getting to know his market first, he creates impactful content whose motivating factor increases exponentially with a boost from paid.
Understanding his customers also aids in an effective social listening plan. If he knows what they want and don’t want, it’s much easier to read between the lines of statements made on social. This way, he can truly know what is going through the customer’s head and how to fix what has gone wrong for them.
Last but certainly not least, Jason draws upon a broad base of professional knowledge and seeks inspiration from successful traditional marketing campaigns. The combination of diverse skills and carrying forward what has worked in the past makes for a paid social campaign that works.
In This Episode
- How party research before the campaign leads to more effective measurements of success
- Why building and maintaining customer loyalty means close social listening and rapid customer service responses
- How successful traditional marketing campaigns lead to impactful social strategies
- Why launching your social career means stepping out of your comfort zone
Quotes From This Episode
“We have been developing our content strategies around understanding who our clients are and what’s important to them.” —@jschobesThe way that we evolved on Instagram made us think about developing creative for each platform. Click To Tweet
“We are starting to think more about how we can leverage any kind of creative production or content stories and make them more visual.” —@jschobes
“We’re partnering with our business lines to help them understand where social fits in and how that can help achieve their goals for a total campaign success.” —@jschobes
“We are using more of our research studies to help understand how our customers are interacting with our brand and what they feel comfortable with.” —@jschobes
“We allowed those artists to take ownership of the Tour Possible message and then curated content around that.” —@jschobesHe may be wrong about specialists dying off. But he wasn't wrong about expanding your knowledge. Click To Tweet
- Jason Schober on Twitter: @jschobes
- U.S. Bank on Facebook, Twitter, and Instagram
- The Power of Possible
- Tour Possible
See you next week!