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