Aligning Your Social Media Strategies with Your Other Marketing Channels U.S. Superyacht Association Webinar, February 10, 2015
Julie Perry
First up: Tactical Differentiation
INBOUND VS. OUTBOUND
Outbound Marketing = Push • Cold Calling / Telemarketing • Direct Mail • Email Blasts • Tradeshows • Print Ads
• TV/Radio Ads • Press Releases & Media Relations*
Outbound vs. Inbound Outbound Marketing (Push) • Cold Calling / Telemarketing • Direct Mail • Email Blasts • Tradeshows • Print Ads & Catalogs • TV/Radio Ads & some social ads and SEM • Press Releases Media Relations
Inbound Marketing (Pull) • SEO / SEM • Blogging & Content Marketing • RSS • Social Media • Social Media “Ads” (both outbound & inbound) • “Viral Videos” & other viral content • Media Coverage
Outbound vs. Inbound Outbound Marketing (Push) • Cold Calling / Telemarketing • Direct Mail • Email Blasts • Tradeshows • Print Ads & Catalogs • TV/Radio Ads & some social ads and SEM • Press Releases Media Relations
Inbound Marketing (Pull) • SEO / SEM • Blogging & Content Marketing • RSS • Social Media • Social Media “Ads” (both outbound & inbound) • “Viral Videos” & other viral content • Media Coverage
Today’s Agenda Blending social media marketing strategies with your existing outbound and direct marketing campaigns:
1.
Trade Shows + Twitter
2.
Direct Mail + Web Content Bait
3.
Promotional Offers + LinkedIn Ads
4.
Email Lists + Social Media Contests
Maximize your next tradeshow or networking event by harnessing the power of Twitter and Twitter Lists
TRADE SHOWS + TWITTER
Integrated Tactic Outbound
• Having a booth at or simply attending trade shows or networking events. Inbound • Using Twitter Lists and Hashtags (#) to maximize trade show presence, networking opportunities, and brand engagement while at the show. • Hold contests or giveaways to lure prospects to your booth and promote them via platforms like Twitter (with hashtags) to draw people to you.
What are Twitter Lists?
What are Twitter Lists?
What are Twitter Lists?
https://tweetdeck.twitter.com
Leverage Twitter Lists Get on people’s radar.
Leverage Twitter Lists Get on people’s radar. • Add people to Twitter lists that compliment their expertise in given areas.
Benefits of Twitter Lists
Leverage Twitter Lists Get on people’s radar. • Add people to Twitter lists that compliment their expertise in given areas. • Build lists to promote as a resource for others.
Twitter List Strategy
Leverage Twitter Lists Get on people’s radars. • Add people to Twitter lists that compliment their expertise in given areas. • Build lists to promote as a resource for others. • Julie’s Twitter Golden Rule “Make someone feel important, and they, in turn, make YOU important.”
Leverage Twitter Lists Get on people’s radar. • Add people to Twitter lists that compliment their expertise in given areas. • Build lists to promote as a resource for others. • Julie’s Twitter Golden Rule: RT, Favorite, Lists, and Interaction “Make someone feel important, and they, in turn, make YOU important.”
Twitter List Strategy
Twitter List: How to Do It
Twitter List: How to Do It
Benefits of Twitter Lists
Twitter List Trade Show Tactics • Get people to your trade show booth by doing a giveaway that requires them to come by to register. • If you’ve built a list ahead of time, it will give you people you can @ to encourage them to come by (after all, you know they’re at the show). • Watch conversations via the hashtag stream on Twitter and reach out directly if you think it’s appropriate. • Keep a tab open on your computer to watch http://search.twitter.com – follow keywords, the name of the show, and most importantly, the official show hashtag. (Example: #MYBS2015)
Twitter List Trade Show Tactics
Favorite Tweets: Favorite tweets that you like (the person who tweeted it will be notified).
Amp up your direct mail campaigns by bringing prospects online and engaging them with sharable content
DIRECT MAIL + WEB CONTENT BAIT
Integrated Tactic Outbound • Direct mail campaigns. Inbound • Bring your audience online by giving valuable, sharable content and offer a way to connect with you online. (Think of this as bait to reel them into the digital sales funnel.)
Content “Bait” Ideas
Content “Bait” Ideas
Content “Bait” Ideas
Content “Bait� Ideas
A PURL for Every Target Personalized URLs let you combine direct mail with the benefits of an interactive channel that provides a unique internet destination.
Content “Bait” Ideas • Hook them with “Part 1” of an information series and ask them to read the rest online. • Include a recent blog topics summary to pull them in. • Once you have them online, offer ways for them to share content with their existing contacts. • Require them to create content to enter a contest. • Consider opening contest up to voting by the public. • Invite them to participate in a simple online poll. Then, make the poll sharable to their online contacts. (PollDaddy.com)
• Consider multimedia, such as a YouTube video, to better engage. • Social media profile icons should be accompanied by a valuable, benefits-driven reason they should follow, friend, “like,” or subscribe to those channels to further engage with you in a permission-based fashion.
Content “Bait” Ideas • Bottom Line: Give prospects/customers a BENEFICIAL REASON to connect with you online. Entice them. • Don’t send content that “goes for the sale,” but rather, offer information to pull them in to learn more. • Example: Offers to “opt-in” to informational webinars or to download informational eBooks or white papers.
Give your online marketing efforts a boost by amplifying killer content and special offers on LinkedIn via LinkedIn Ads
PROMOTIONAL OFFERS + LINKEDIN ADS
Integrated Tactic Outbound
• Paid Advertising (technically a push tactic) Inbound
• Promoted posts on social platforms appear in newsfeeds of targeted users. Whether on LinkedIn, Facebook or Twitter, these “ads” match the visual design, behave consistently with the native user experience and function like natural content. • Promote special offers or simply post helpful articles and videos that are related to your products or services.
LinkedIn Promoted Content
LinkedIn Ads Access
LinkedIn Business Page
Setting Up LinkedIn Ads
Targeting Opportunities
Measuring Your Ad Response
Grow your email list and increase brand engagement with social media contests
EMAIL LISTS + SOCIAL MEDIA CONTESTS
Integrated Tactic Outbound
• Email list building in order to send email campaigns. Inbound • Social contests are a great way to get your fans sharing content, tweeting at your Twitter handle and exposing your brand name to their friends. • Not to mention, if you have the right ‘carrot’ to dangle, contests are an excellent way to grow your email subscriber list.
Dangle a Juicy Carrot • Offer an incentive, or carrot, that will actually interest your audience and incentivize them to enter your contest. (Keep it relevant.) • Offer something that will drive them into your business or store, like a gift card or free swag. • Require contest entrants to submit their email address.
• If the carrot is juicy enough, people won’t have a problem offering their direct email contact information. • Be sure to double opt them in to your list. • Endeavor to provide them valuable and relevant email content in the future.
Research a Vendor Tons of Options Out There • Wishpond • Offerpop • Woobox
• Social Candy • Rafflecopter • SnapApp
Contest via Rafflecopter
Contest via Rafflecopter
Get Your ’Copter Going
Email List Setup
Email List Setup
Launch the Contest
Final Warning
Recap 1.
Trade Shows + Twitter
2.
Direct Mail + Web Content Bait
3.
Promotional Offers + LinkedIn Ads
4.
Email Lists + Social Media Contests
Contact Julie Perry
LinkedIn: www.linkedin.com/in/julieperry/ Twitter: @JuliePerry