Just like with the expression “you can attract more bees with honey than with vinegar”, the disappearance of third-party cookies from browsers is actually an opportunity for brands. Third-party cookies were never popular with consumers and now that they’ll be going away as a retargeting tool, marketers can focus on connecting with digital audiences using content they do want.
Let social media marketing extend your reach
Social media is a far more welcoming context for the audience to interact with brand content. For example, on social media the audience actually opts into following their favorite brands. With third-party cookies, companies are doing the following, and behind people’s backs.
Plus, with the right analytics, you can build a strong marketing strategy that extends beyond the audience you reach with third-party cookies. Below are three ways you can use social media to more effectively target your marketing to the right audience, and with the right content.
#1 Understand what content is actually moving the needle and engaging users.
Third-party cookies track what users have viewed online, which is valuable in terms of retargeting but provides a narrow understanding of your audience. Gain extensive insights into your owned and competitive audience demographics to craft the most tailored content strategies possible. This will help you make informed decisions before spending your limited marketing dollars.
#2 Expand your reach by partnering with the right influencers
Let’s face it, some people just have it. There are personalities across social media that have a loyal community of followers that are always eager to engage with their latest post. These influencers often attract very niche audiences. When their audience looks a lot like your target customer, there’s incredible opportunities for everyone. Check out a recent webinar from ListenFirst on Measuring the Impact of Influencers to understand how this strategy can work for you.
#3 Review marketing content from your competitors and see how it performed
Combine historical campaign performance with competitor intel and a clear understanding of trending topics and you have the elements you need to build a successful campaign. When you have access to this data on an ongoing basis, team creativity flourishes. Watch our webinar on Using Competitive Information to Plan Seasonal Campaigns to learn more.
As you beef up your social media strategy, you’ll notice it’s more effective and not so intimidating. Plus, a data-driven social strategy will be more engaging, and your audience will appreciate that you catered to their interests without infringing on their privacy.
Ready to see how ListenFirst can help you leverage social media to its full potential? Request a demo today.