Be there when there is a needInfluence the purchasing processWin more business!
Email has changed over the years…Email anyoneForced to email to opt ins onlySegmented emailConcerned about sending too oftenNeed to be more intelligent – use email strategically in your marketing and integrate it with social and other channelsWe already know that the potential effectiveness of email is going down…. But when used intelligently it’s going up!Email open rates down from 26.2% to 25.6%Email click throughs dropped to 4.4% in Q2 2012Email volume is down by 29.7%Triggered email volume is up by 22%Average click through rates for triggered emails is more than double the rate for mass emailsSocial media is already adopted in the B2B marketing plan44.4% of marketers self-professed either advanced or expert level social media ability SEOmoz 2012 industry surveyAberdeen reports 84% of B2B marketers use social media in some formSocial Media Examiner says marketers spend 4-6 hours a week on social media61% of B2B marketers acquired at least one customer from LinkedIn, compared to 39% of B2C marketersDeliver the right information to the right people through the right channel at the right time – deliver to preferences
Social media has made email more powerful!More channel options to drive outbound messagesEnables you to grow your databaseAllows you to personalise your emails moreSocial media users more likely to check their inboxSocial media users more likely to share emailed content; adding social sharing buttons can increase the reach of an average email by 24.3%Gives your audience choiceLike batman and robin – great on their own, but even better when together!
Drive towards to ‘selective hearing’ – I want to listen to what I want to…Use email to drive people to ‘opt in’ to hearing from you through other channelsUse social media to drive people to download content and ‘opt in’ to receiving emailsEmail and social audiences are different – probably only 50% overlap.
75% of social media users said that email is the best way for brands to communicate with them.So…Convert your social media fans and followers into email subscribersFacebook – add email opt-in form on your Facebook page. Consider a small incentive.Twitter – tweet a link to your email sign-up page. Tweet teasers for content they can’t reach without subscribing – eg newsletters. Mention email-only offers.LinkedIn – encourage own group members or company follower to subscribe by tempting them with content, putting high value content behind registration formsMake it easy for email subscribers to connect via social media (in case they unsubscribe)Add social sharing buttonsAdd follow/connect/join buttonsInclude content from social networks in your email messages to entice email subscribersFeature the best discussions on your social channels in emails/newslettersAdding social buttons will increase click through rate by 55% with 3 or more social sharing optionsThe act of opting in to receive email updates from a company is very similar to ‘liking’, ‘connecting’ or ‘following’Not everyone will want to use both channels…
84% of B2B marketers use segment marketing in their email campaigns. Segment by role, business type, size, and now by channelMake your email communication to active social media users different to your typical messageUse marketing automation to identify who has engaged through social media recently
Content – create content relevant for the campaign, the audience and the channelSocial media can fill the gaps so that you don’t feel like your ‘spamming’ your email listsDeliver relevant content through the most appropriate channelProvide offers on specific channels
Nurture based on interestsWhen a social contact clicks on one of your links from a social channel, add them to one of your email nurturing campaignsSend the right people, the right content, through the channel of their preference
Listen… if a topic on a social channel is hot, email about it!Thank those that have clicked on your tweets/social media links more than 3 times and reward them with a heads up on an upcoming eventRespond to those that share email content via social sites
Converting leads from both channels to salesImprove your sales and marketing alignment by giving the sales team ALL information about social interaction between your business and the prospect individuals and companyAdd social activity to your lead scoring to enable leads to drop into sales pipeline at the right time
Redd marketing - Integrating email and social
Social Business:Integrating email and social14 March 2013 Leigh Hopwood B2B Technology Marketing Consultant Website www.reddmarketing.co.uk Email email@example.com Call 07746 249132 Skype leighhopwood LinkedIn /leighhopwood or /reddmarketing Twitter @leighhopwood or @reddmarketing
Who am I?• Passionate about marketing• 17 years experience marketing B2B technology – 6 years with a vendor – 8 years with an SI – 1 year specialist agency – 2 years as Redd• Mum to 5 year old twins
What are you trying to achieve? Visibility Influence Sell
EngagingVisitors Consume your contentFollowers Follow you on social channels Engaged Give up name and email Prospects Give up company, size, position Leads Give up BANT info Opportunities Sales engagement Customers Shares content with others/advocate
6. Use LinkedIn• Look for contacts that are not in your database• Invite them to connect OR send them a message• The message MUST be personal and relevant• Move the engagement to email• Populate your CRM with their contact details
8. Measure• Click through rates on social networking buttons• Increase in followers/connections• Opt-in rates from email subscription forms on social channels• Types of content that is shared• Website traffic• Total conversions from an integrated campaign
The results (so far)• Sudden increase in Twitter followers – 150• Increased web traffic – 10% of total page views in Feb• 16% new visitors to the site
Key takeaways• Cross promotion of channels• Plan social into your campaigns• Deliver the right content through the right channel• Interact and engage through social• Share all interactions with sales• Measure your success, and learn
&Website www.reddmarketing.co.ukEmail firstname.lastname@example.orgCall 07746 249132Skype leighhopwoodLinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing