Using Pardot for Social Media Efforts
Whether you are posting social media updates sporadically or you have a fleshed-out content strategy, you want to see the different engagement metrics of your post. But, as you probably know, social platforms only give you so much data. As a data-driven marketer, you probably want to know what prospects are clicking on your posts, what posts are driving traffic to your website, and what channel is best for converting prospects. And you possibly aren’t looking to use your marketing budget to add another software to your MarTech Stack to tell you these metrics. And why should you? Especially since Pardot can tell you everything you need to know while making posting extremely quick and easy.
So, here’s a breakdown of how to utilize Pardot to optimize your social media strategy.
Setting up Social Connectors
Before you utilize Pardot to send content to your social platforms, you will need to set up the connectors for the platforms you wish to track. As these have native connectors enabled within Pardot, it takes a matter of seconds to turn on the connector.
From the Pardot Lightning App, navigate to Pardot Settings > Connectors. Click the +Add Connector button to connect your social media.
Pardot Social Posting
Once you have your Social Channels connected to Pardot, you can navigate to Content > Social to start using the Social Posting functionality.
By using Pardot trackable links in your social media efforts, you are able to associate what prospects are clicking on your links, what social content is driving visitors to your website and what campaigns are driving conversions. If a link begins with http:// or https://, Pardot re-writes the link as a trackable link to gather insight on link clicks, replies, comments, retweets, and likes.
The social posting connector allows you to schedule and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts and company pages in one go. This feature not only allows you to be proactive and schedule out future posts, but saves you a significant amount of time not having to repost the same content on multiple platforms. Imagine not having to log into Twitter then posting. Logging into Facebook then posting. Logging into LinkedIn then posting. You simply log into Pardot and post to all platforms at once.
Custom Redirects in Social Posts
Using custom redirect links in your social posts expands the automation and tracking you can do with your efforts. With custom redirects comes the ability to utilize completion actions. If a prospect or visitor who converts clicks on these links, you are able to change campaign member statuses, notify users, add to lead nurturing lists, and much more just off of one click! You are able to continue engaging them based on their behaviors. You are also able to generate a shorter tracking link (bit.ly) to minimize the length of your post and not hit your character limit.