2 min read

Integrating Social Media and Lead Nurturing

By Chandler Austin on Thu,Jun 14, 2012 @ 10:00 AM

Lead nurturing is defined as consistent and targeted communication to move your leads further down the funnel. Since research also shows that social media and purchase decisions are closely linked, it follows that social media offers a natural opportunity for lead nurturing. From Hubspot, here are eight simple ways to combine your lead nurturing and social media marketing.

"Include social follow widgets in lead nurturing emails."
The more points of contact you can have with your leads, the better. Talking to your leads through both email and social  media gives you twice as many opportunities to expose them to content and pull them further down the sales funnel.

"Use social share modules in your emails."
Give your leads the opportunity to share your content with just one click. This can help build your company's social reach while also building a more personal relationship with your leads. Research has also shown that emails with social sharing buttons have a 115% higher click-through rate than emails that don't.

"Add social calls-to-action to thank-you pages."
A landing page should give viewers as many opportunities as possible to further connect with your company.

"Add social widgets in thank-you emails."
The first email a lead receives from you, often a thank you or confirmation email after they've taken advantage of a free offer, is an important point of contact and should include all your social widgets. A lead that follows you on social media is more likely to see other nurturing content that will move them further down the sales funnel.

"Initiate a lead nurturing workflow when a lead mentions your company on Twitter."
Integrated marketing automation can alert you when you're contacted by a lead via social media. This approach ensures leads don't fall through the cracks and utilizes multiple touchpoints.

"Utilize your employee's social media accounts."
Transparency on social media is expected. Prospects want to connect to actual people online. Encourage your employees to be active on social media and share your lead nurturing content to amplify your reach. Give your company a face by making it easy for leads to connect with sales people, and even management, via social media.

"Always respond to social inquiries."
Leads will often turn to social channels for feedback or questions. Unanswered inquiries will result in not only the lead probably not returning to your social channels, but also damage your company's online reputation. Closely monitor your Facebook account, Twitter mentions, LinkedIn comments, etc. to ensure that your leads are getting the attention they deserve.

"Monitor for branded terms that may indicate sales readiness."
Leads use social media to perform their research. Find sales-ready leads by social monitoring for branded terms in your industry.

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Topics: Marketing Automation Sales Funnel Social Media Marketing Social Media Monitoring Tools Lead Conversion Lead Nurturing

INFOGRAPHIC: Effective B2B Marketing Dashboards

By Chandler Austin on Fri,Jun 08, 2012 @ 10:00 AM

A marketing dashboard is a software interface for visualizing and understanding a marketing campaign. The data summarized on a dashboard can guide decision making and track progress. From Marketo, here's an infographic on how to optimize your social media dashboard.

Marketing Dashboard Infographic resized 600

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Topics: Marketing Automation Dashboard Marketing Strategy Metrics Monitoring Tools Marketing Analytics

INFOGRAPHIC: The Social Media Lifecycle

By Chandler Austin on Wed,Jan 25, 2012 @ 10:00 AM

From uberVu, here's an infographic based on their four pillars of social media success: monitoring, analytics, engagement and reporting.

Social Media Lifecycle resized 600

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Topics: Metrics Social Media Marketing Social Media Infographic Monitoring Tools Customer Engagement
1 min read

Social Media Trends for 2012

By Chandler Austin on Tue,Dec 20, 2011 @ 10:00 AM

From Stephanie Schwab at Social Media Explorer, here are five social media trends for 2012 that marketers should know.

Content Marketing
Content Marketing has been around, but in 2012, it will become mainstream, as more CEOs understand that blogs and video can boost SEO and generate leads.

Social Media Influence
Social influence ranking tools will see broad adoption, though not perfection. A disconnect between online and offline influence will continue to exist.

Convergence of Marketing, Technology, Data
Expect the emergence of new positions, like “Marketing Technologist” and “Marketing Scientist”. Marketers will take technology into their own hands.

Legal Challenges Within Social Media
The FTC will need new guidelines to ensure proper identity disclosure and compliance with FTC and state guidelines.

Social Security
Insurance companies and law enforcement already draw on social networking information. New concerns will emerge about the usage of your personal, social information.

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Topics: Content Marketing Monitoring Tools Social Media Trends

INFOGRAPHIC: Social Media Analytics

By Chandler Austin on Fri,Oct 14, 2011 @ 10:00 AM

From e-interactive and Raven Internet Marketing Tools, here's an infographic guide to measuring the results of a social media strategy.

Social Media Analytics resized 600

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Topics: Metrics Social Media Marketing Infographic Monitoring Tools Web Analytics
1 min read

Social Media Failure

By Chandler Austin on Tue,Sep 06, 2011 @ 10:00 AM

The point of using social media for marketing is to enhance relationships and build trust. Not everyone seems to get that point. From Keith Dawson at the CMO Site, here are some examples of tone-deaf uses of social media.

New York Police Department
The NYPD announced the formation of a unit to search social media sites or information on planned crimes and their perpetrators. While that's an appropriate use of social media for them, they're missing an opportunity for engagement and they would certainly benefit from fostering more trust.

The Department of Defense's advanced research arm is also missing a chance to foster trust through engagement. They're researching  "purposeful or deceptive messaging and misinformation" and techniques that can "recognize persuasion campaign structures and influence operations across social media sites and communities."

City of Chelyabinsk
This city in Russia is one of the most polluted in the world. They are hiring an SEO contractor to "optimize" search engine queries like "radiation in Chelyabinsk" and "dirtiest city in Russia" to return more positive or neutral links.

Spirit Airlines
Spirit issues a steady stream of tweets, but doesn't seem to listen or converse, ignoring sizable amounts of bad will directed at them.

These organizations have all ignored the watch-words of social media marketing: engagement, relationship, transparency, trust.

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Topics: Social Media Marketing Monitoring Tools Social Media Trends Customer Satisfaction
1 min read

Blog Analytics Tools

By Chandler Austin on Thu,Aug 11, 2011 @ 10:00 AM

From Blogging Pro, here are several good blog analytics tracking tools that go beyond Google Analytics and track important statistics.

Crazy Egg
Crazy Egg allows you to visualize your website statistics with 4 types of views: overlay, list, heatmap and confetti. These views allow you to see where visitors are clicking. Other information includes referrers, search terms, and visitors' browser, time and physical location. Prices range from $9/month to $99/month.

Reinvigorate gives real-time tracking via an auto-updating dashboard. Heatmaps, reports and graphs are customizable. Globally distributed tracking code can make your site load much faster. Prices range from $10/month to $100/month.

ChartBeat also uses a real-time dashboard with gages, charts and a map. View conversations (powered by Twitter), so that you can see what others are saying about your blog. Customizable alerts are available via email, SMS or an iPhone app. Prices range from $9.95/month to $149.95/month.

Woopra has a live dashboard, live notifications and other impressive features. Talk to your visitors via a live chat widget. Integration with Google Insights allows for in-depth search engine data. Prices range from  $4.95/month to $179.95/month.

In addition to tracking features, GoingUp offers optimization tools. It includes rank tracking, page optimizer and keyword density tools. Prices range from $19/month to $99/month.

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Topics: Website Design Keyword Research Metrics Monitoring Tools Web Analytics Blogs

INFOGRAPHIC: The Best Web Tools for Running a Business

By Chandler Austin on Wed,Aug 10, 2011 @ 10:00 AM

From BestVendor, here's an infographic that shows the results of a survey of 550 start-ups about what web tools are the most useful for a new and growing business.

Best Web Tools for Running a Business resized 600

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Topics: Website Development CRM marketing automation software Infographic Monitoring Tools Web Analytics

INFOGRAPHIC: Social Media Monitoring Tools

By Chandler Austin on Mon,Apr 25, 2011 @ 10:00 AM

From oneforty.com and KISSmetrics, here's an infographic that takes a look at social media monitoring tools.

social media monitoring survey 560x4081 resized 600

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Topics: Metrics Social Media Marketing Infographic Monitoring Tools


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