Dark Social has become a significant issue for marketers everywhere, so you should work on a plan to cope with it if you currently need to get one. This term refers to sharing social media material outside of what web analytics tools can measure.
If you’re wondering why it is such a pain for marketers, the links published through these networks lack referrer data, such as tags or UTM parameters. This then prevents web analytics tools from tracking them. Because of this, marketing experts need help to precisely measure the traffic and conversions that Dark Social brings.
Dark social is here to stay and, if anything, will get bigger. Therefore, identifying where your traffic originates is crucial for future marketing planning. But how? Below are tips to ensure you leverage every opportunity from dark social through a strong demand generation strategy. Right off the bat: Dark social and conventional content strategies are different. As such, it requires unique and bespoke teams of individuals who understand the value and intricacies of it all.
Your strategy can be the most creative and effective, but it will only work with the right team. But how do you know you have the right people for the job? Here is what to look for:
An effective dark social strategy entails more than consistency and keywords. It is an opportunity to present your brand as a subject matter expert and leader in your industry. Still, the most crucial thing in all of this is to ensure the information you’re producing is worthwhile to share.
It’s not complicated; if people don’t want to share your stuff, there’s nothing to monitor. It is, therefore, only essential to keep track of what your audience cares about. But how? Take a look at your messages. What do you share, and who do you share it with? Answering these questions will help you understand which content you need to share on dark social channels.
Dark social is the digital version of word of mouth and a key influencer for many consumers. By acknowledging the existence of Dark Social, quantifying it, and integrating it into a larger digital strategy, you can still leverage the situation to your advantage. However, it is easier said than done.
Hire a marketing firm specializing in generating demand for B2B SaaS enterprises if you need help developing a sustainable and effective demand gen plan utilizing dark social to your advantage. Our team of experts will help you make decisions that improve your brand’s bottom line. So schedule a call with us today.
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