Welcome to our second post in The Social CMO series. Our guest of honor CMO today is; drum roll please – Neil Patel!
Neil Patel is the co-founder of Crazy Egg, Hello Bar and KISSmetrics. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. He was recognized as a top 100 entrepreneur under the age of 30 by President Obama and one of the top 100 entrepreneurs under the age of 35 by the United Nations. Neil has also been awarded Congressional Recognition from the United States House of Representatives.
Here’s an exclusive interview with Neil on his views on Social Data. You can follow Neil on Twitter @NeilPatel
Shilpi: How do you use data to improve your marketing?
Neil: I base what we should do next in marketing off of data. From which pages to optimize for conversions to which pages need more traffic. Data will tell you what to do, assuming you know how to read and analyze it.
Shilpi: How do you uncover meaningful social data?
Neil: I use tools like the Quick Sprout Analyzer. In which you put in a URL and it analyzes any website from a social aspect. It shows you what is working and what isn’t.
Shilpi: How are you using social data?
Neil: Yes, I am using social data to determine what type of content to write on.
Shilpi: With so much conversation online, it’s hard to know what we should be paying attention to. How do you prioritize?
Neil: Based on what will have the biggest impact to your business. You have to analyze the data and look at what is the easiest to fix that will have the biggest impact. You then go from there.
Shilpi: How do you find the niche communities within your social audience?
Neil: I usually just search for them. From looking at which blogs are in my space, to see who links to them to even using things like Google blog search.
Shilpi: How do you identify your most engaged audience?
Neil: I use KISSmetrics to track my visitors. The application tells me who my most engaged audience is. For me, it is anyone who is subscribed to my email list.
Shilpi: How do you find the Influencers in your social communities?
Neil: There are a lot of social tools out there that can help you with this. For example, Simply Measured can analyze all of your social community data and give you insights.
Shilpi: What tools do you use to identify your top performing content?
Shilpi: What tools, platform, workflow do you use to spot the trends?
Neil: I just use Google Trends. I am on that page at least a few times a day as it shows me what is or isn’t trending.
Shilpi: How do you see social media marketing evolving over the next 5 years?
Neil: I think it will get more personalized. There will be more “real” connections and less noise as right now a lot of the stuff you see is generic information versus stuff that is targeted directly towards you. These social sites have a ton of data and I see them using it to create a better experience for you.
How are you using social data in your marketing today?