Tips to Amplify Your Social Reach

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And with that let’s get going!

A good campaign structure is very important.
A few ways to think of how to structure is based on Products or Services you provide so you can track if your audience is responding better to Dresses, vs Shoes. Heathcare ebooks vs Higher Ed ebook
You can match your content to the audience in the campaign
You can also start off with Broad based targeting – All Marketing Titles or specific like All Healthcare marketing professionals
Depends on how large your audience size is, if it is too narrow then you might not see any results.
A good structure will help you measure and report up to your managers easily

Specific . Broad, matching content to campaign and tracking, put money behind ungated content too, track based on what you want to report on
Decide which post needs to be seen by your entire audience vs niche audience. Mention dark posts

Matching metrics to goals
Measuring everything all the way to revenue
Optimizing based on results

Alright, that’s all I have for you. Before I answer a few questions, I’d like to remind you that there is a brief survey after this webinar. Please take 30 seconds to complete it to let me know how we can make these better for you in the future.

Now on to the questions!

What do you think of welcome emails?
I am a big proponent of welcome emails! When it comes to database cleanliness, most of the issues occur at the email acquisition stage. Welcome emails or a welcome series is a great way to accomplish a few different things. You can:
Set expectations for email frequency and offer types
Ask new subscribers to whitelist your email domain, which increases email inboxing over the long-term. Even better, for Gmail specific addresses, ask them to drag your email from the promotions tab to the primary tab. This ensures inbox placement in the primary tab.
Build trust and branding with a warm, personalized message (I’ve heard than using a welcome email or welcome series can increase long-term email engagement by over 30%)
Monitor soft bounces and hard bounces because you can clean out your lists if there are obvious junk values. Some people may sign up with a junk email address just to get an offer or deal. Other may have undesirable bounce types. You can catch these in a welcome email campaign and scrub them out before they make it into your long-term email strategy.

Does 250ok, the Marketo deliverability and inboxing product, have a way to review email rendering?
The answer is yes! 250ok has an entire section devoted to optimizing your email for design. The section is called “Design Informant”. It shows you screenshots of your email across most mobile devices, browsers and email clients. And what’s really cool is that it also gives you code optimizations to optimize your email’s compatibility with different browsers and clients. Lastly, on an email level, you can run your email through 250ok in a test campaign to do a complete spam audit. Your email will be evaluated by the most common spam filters and scored appropriately.

3. The examples you showed for reactivation campaigns appear to be for B2C companies. Is this a strategy that works for B2B companies as well?
Great question! Yes, this strategy works for any type of company. The reality is that no matter what kind of company you come from, there’s a great chance that a portion of your email database is unengaged. And let’s think about it for a second: you already spent the money to acquire that new name. So it’s actually much cheaper for you to pursue reactivation campaigns than acquire new names.

Where there is a difference between B2B and B2C companies is the email domain breakdown. B2B companies tend to have more company domains in their email database, so some segmentation strategies do not apply as well. But for non-corporate domains like Gmail or Yahoo, specific reactivation campaigns can be ran to drive higher inbox placement for those ISPs. Take the Kate Spade example that I showed you that called out Gmail and asked the recipient to drag the email from the promotions tab to the primary tab. That’s an effective tactic and can work for both B2B and B2C.

And with that, I’d like to conclude today’s webinar. Thank you so much for joining me and I hope you learned some very valuable, actionable takeaways. If I wasn’t able to get to your question, I’d love to hear from you. Go ahead and send me an email for connect with me on LinkedIn. There is a brief survey after this webinar concludes and I’d greatly appreciate if you fill it out. It will give me an idea of how helpful this was for you and what you’d like to learn next time. And just to remind you again, these slides and webinar recording will be available to you later today or tomorrow.

Thanks and have a great day!