Aligning Your Social Media Strategies
with Your Other Marketing Channels
Julie Perry
Direct Marketing IQ Webinar, Dec. 16, 2014
INBOUND VS. OUTBOUND
First up: Tactical Differentiation
Outbound Marketing = Push
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads
• TV/Radio Ads
• Press Releases &
Media Relations*
Outbound vs. Inbound
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads & Catalogs
• TV/Radio Ads &
some social ads
and SEM
• Press Releases
Media Relations
Outbound Marketing (Push) Inbound Marketing (Pull)
• SEO / SEM
• Blogging &
Content Marketing
• RSS
• Social Media
• Social Media “Ads”
(both outbound &
inbound)
• “Viral Videos” &
other viral content
• Media Coverage
Integrated Marketing
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads & Catalogs
• TV/Radio Ads &
some social ads
and SEM
• Press Releases
Media Relations
Outbound Marketing (Push) 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
1. Trade Shows + Twitter
2. Direct Mail + Web Content Bait
3. Promotional Offers + LinkedIn Ads
4. Email Lists + Social Media Contests
Blending social media marketing strategies with your
existing outbound and direct marketing campaigns:
TRADE SHOWS + TWITTER
Maximize your next tradeshow or
networking event by harnessing the power
of Twitter and Twitter Lists
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?
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.
Twitter List Trade Show Tactics
Favorite Tweets: Favorite tweets that you like (the
person who tweeted it will be notified).
DIRECT MAIL + WEB CONTENT BAIT
Amp up your direct mail campaigns by bringing prospects online and engaging them with sharable content
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 TargetPersonalized 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.
PROMOTIONAL OFFERS + LINKEDIN ADS
Give your online marketing efforts a boost by amplifying killer content and special offers on LinkedIn via 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
EMAIL LISTS + SOCIAL MEDIA CONTESTS
Grow your email list and increase
brand engagement with 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
• Wishpond
• Offerpop
• Woobox
• Social Candy
• Rafflecopter
• SnapApp
Tons of Options Out There
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
LinkedIn: www.linkedin.com/in/julieperry/
Twitter: @JuliePerry
Julie Perry
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