redd marketing - integrating email and social
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Social Business:Integrating email and social
14 March 2013
Leigh HopwoodB2B Technology Marketing Consultant
Website www.reddmarketing.co.ukEmail [email protected]
Call 07746 249132Skype leighhopwood
LinkedIn /leighhopwood or /reddmarketingTwitter @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?
InfluenceVisibilitySell
Intelligent use of tools
Why integrate email and social?
Why integrate email and social?
Visitors Consume your content
Follow you on social channels
Followers
Engaged Give up name and email
Leads Give up BANT info
Opportunities Sales engagement
Prospects Give up company, size, position
Customers Shares content with others/advocate
Engaging
Take the 8 steps
1. Unified marketing database
CRM
Email contacts (Leads)
Customers(Contacts)
Social contacts
2. Segment
Activity Timeframe
3. Plan campaigns
Landing Pages
Event
Email Campaign
Internal Comms
PR
Blogs
4. Nurture
5. Listen and respond
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
7. Convert
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
Examples…
Another example…
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
A&QWebsite www.reddmarketing.co.ukEmail [email protected] 07746 249132Skype leighhopwoodLinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing