Category Archives: Strategy

How to target an existing email database using social media?

Are we neglecting our email lists ?

Most businesses have built up email databases that can be harnessed by clever social media “marketeers” improving email open rates. Picking up sales from subscribers within other channels like Twitter.

Audience segmentation within social media can assist “lead nurturing campaigns.” Conversions increase from your existing warm leads (database subscribers) and growing sales from existing customers is easier too! Don’t forget the referrals via social media too! 

This is a great opportunity for businesses! Not only do you know who these customers or subscribers are, but you have the power to include “segmented data” within your marketing plans. Their location, last time they tweeted, how many followers they have, the best time to reach them on Twitter and you can encourage them to start opening emails more regularly. 

You can also nurture email subscribers that have clicked on a link but not made a purchase! Drilling down into the data is so important for some businesses and can be far more profitable than attempting to get new “cold leads” to purchase your products and services.

If combined with “special offers” that pop up in their Twitter feed for example, social media can really now be truly integrated into the marketing mix. Becoming a very valuable method in closing them on a sale, rather than untargeted spammy offers!

There are all sorts of reasons people don’t complete purchases online and it could be they wanted more information, so why not even ask them using a personalised direct message or you could ask them in an email after they have taken action on Twitter.

The most important thing to remember is that planning strategically is the best way to ensure existing subscribers or existing customers buy from you without being freaked out by campaigns that are too intrusive for them.

Many social media campaigns are just tactical as opposed to strategic! If integrated properly your community will be buzzing with noise and excitement about your brand and they won’t just unsubscribe and block your Twitter account but actually love you instead.

There is a very fine line between harassing your database and re-energising the relationships that you once had. This is just why you need to get the right expertise to make sure social media “marketing” campaigns are integrated into your entire customer experience and their journey to purchase and beyond.

Using the right combination of direct mail, email, social media, mobile and other channels will enhance the “customer experience” with your brand, building loyalty.

Tactical is not strategic and will not insure long-term relationships flourish as opposed to strategic “customer orientated” ways of doing integrated marketing campaigns.

Remember being on social media is one thing but without the right team, planning and resources in place it is seriously a waste of time.

Please contact me on Twitter @natschooler or email nat@ socialdojo.co.uk 

Image thanks https://www.flickr.com/photos/beantin/

Twitter’s new direct message limit

Spamming or a great marketers tool?

Twitter just took on email, finally a potential solution for email marketers to embrace, removing the ridiculous costs that we all have to put up with from the big email platforms “holding” our data!
You can now send a Twitter Direct Mail with 10000 characters and I haven’t even reached 300 yet in this blog post.
 
We are now on the cusp of something huge, just think of all your communications without email, email that you subscribe to, email that you don’t read and never unsubscribe to as it’s too time consuming! You can block a Twitter user with one click.
 
Customer service departments will be utilising these features, ensuring the customer receives all the information they need without any hassle of changing platforms. Pictures for proof of purchase are very simple, damage in transit pictures very simple too! 
 
Yes you can send mails to people that are not following you, but on mass the enterprise tools I don’t think will encourage this kind of behaviour, otherwise people will desert the platform. So your messaging has to be extremely contextual and targeted.
 
The good news is that the message doesn’t expand unless we actually click, so “real marketeers” will benefit from this, the people and businesses that have the technical expertise to embrace the traditional marketing methods of copywriting and planning strategically as opposed to tactically.
 
For Marketers the new Twitter character limit is gold dust, the only problem is that without knowledge of audience segmentation and direct message tools and best practices for sending messages they will fall flat on their faces. They will lose followers in droves, as I said one click and boom your history! I absolutely love this feature.

Don’t forget that when sending email there are reports that tell you when is the best time to send email for opening, with Twitter you can run some really cool best time to Tweet reports which will enable you to mail people with the largest chance to get them to read it even going so far as to seeing who is online now as we speak!

@ThomasPower and I agreed that Twitter was the new telephone and for some it really is! It’s also now replacing email for many things, apparently Tesco and EE will be embracing the use of direct messages for customer service departments as we speak.
 
The only problem is some users are not able to see the messages, so for now I would wait a little longer as some countries aren’t recieveing the updated functionality, perhaps do a trial campaign from a small segment first (always wise).

Please contact me on Twitter @natschooler or email nat@ socialdojo.co.uk or comment below 

 

If This Video Doesn’t Convince You To Put Down Your Phone Nothing Probably Will!

Are We Addicted to Social Media Or Just Antisocial?

I have been doing a lot of thinking recently and our social media posts have been a little sporadic to say the least. For a number of reasons actually, mainly because we have new clients and they come first of course. We also have been enjoying some time off over Christmas which helped us to refresh our energy levels and refocus on our goals without getting distracted. Continue reading