Last week we outlined that software marketers, compared to other engineering marketers, place a higher priority on brand awareness as a marketing goal.
So how are software companies building brand awareness? One area where they excel is in using social media. In fact, they allocate a larger portion of their budget toward social media than other engineering marketers.
Source: Survey of 116 engineering marketers
Read on to learn how software marketers use social media to drive brand awareness.
They use social media for a lot of reasons:
- Promoting content marketing pieces
- Responding to product comments from users
- Building a community around their brands
- Extending their reach to new potential users
In addition to tweeting and posting, software marketers have learned to be expert at paid social media as well. They seek out highly targeted segments on Linkedin and Facebook to find influential people who will share their stories with their networks.
This move to paid social media may be one of the big drivers behind increased budgets for social media in 2016.
We’ve noticed that the best social media marketers follow these practices:
- They are social and responsive to others.
- They share relevant information, even if it is not theirs.
- They investigate paid campaigns and use them where they drive audience
For more concrete examples of what we mean, here are a few shout outs to folks who are doing it right:
If you would like to learn more about engineering marketers plans for 2016 click here to see the on-demand webinar.
Thanks for reading,
John
