In today's fast-paced digital world, B2B marketers are always on the lookout for new and innovative ways to reach and engage their target audience. One such area that has recently gained much attention is "dark social." 

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Dark social refers to the sharing of content through private channels such as instant messaging apps, email, and other closed networks. This type of sharing is often referred to as "dark" because it is difficult to track and measure. For instance, if you share an article from your favourite news site and send the URL through Facebook messenger to your friends, you’ve shared it via dark social. 

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However, for the marketing team at the news site, the share will only be attributed as “direct”. They will not know that the new view has come for a referral, and therefore attribution on the whole will become muddled.

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But worry not, in this blog, we’ll explore how B2B marketers can leverage dark social and marketing automation to confidently drive the results they want to achieve.

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Understanding Dark Social

A quick recap: Dark social is a term that refers to the sharing of content through private channels. This type of sharing is usually done through instant messaging apps, email, and other closed networks. Dark social is often referred to as "dark" because it is not always easy and straightforward to track and measure, however there are new tools and tech available today to help with this challenge.

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The Importance of Dark Social in B2B Marketing

In the B2B marketing world, dark social can be particularly useful for reaching decision-makers and influencers within target companies. By leveraging dark social channels, B2B marketers can engage these key players more personally and meaningfully. Additionally, dark social can be a great way to build relationships and create a sense of community among B2B customers.

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Maximizing Visibility Through Dark Social and Marketing Automation

One of the key benefits of combining dark social and marketing automation is maximising visibility and reach. By using marketing automation tools to track and measure the impact of dark social sharing, B2B marketers can identify the most effective channels and adjust their campaigns accordingly. Additionally, by leveraging dark social channels, B2B marketers can engage with their target audience more personally and meaningfully, increasing the chances of conversions and sales.

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But for this, choosing the right automation tools to track and measure the impact of dark social sharing, thereby allowing B2B marketers to make informed decisions about future campaigns, is key.

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Some tools marketers can use to combat the uncertainty of dark social includes:

• Tracking codes and Bit.ly tells GA exactly where the traffic is coming from
• “How Did You Hear About Us?” forms on landing pages
• GetSocial.io  which provides tracking and analytics for dark social, including messages shared through private channels

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Best Practices for Optimizing Dark Social and Marketing Automation

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To maximize the impact of dark social and marketing automation, B2B marketers should follow a few best practices. These include:

• Understanding the impact of dark social on B2B marketing efforts
• Utilizing marketing automation tools to track and measure the impact of dark social sharing
• Leveraging dark social channels to reach key decision-makers and influencers
• Building relationships and creating a sense of community among B2B customers
• Maximizing visibility and reach by using marketing automation tools to adjust campaigns

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Conclusion

Dark social and marketing automation are two powerful tools B2B marketers can use to drive success. By combining the two, B2B marketers can leverage data and insights to reach their target audience effectively and maximize visibility. In addition, by following best practices and staying ahead of the curve, B2B marketers can stay ahead of the competition and achieve their marketing goals.

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