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THE FUTURE OF SOCIAL MEDIA LEAD MANAGEMENT t
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How to Segment & Nurture Your Social Media Followers
in A publication of
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the future of social lead management
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the Future oF social lead management
IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read.
INTRODUCTORY Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. Read the introductory guide Lead Management Made Simple.
INTERMEDIATE Intermediate content is for marketers who are familiar with the
HubSpoT’S ALL-IN-oNe MARkeTINg SoFTwARe HubSpot brings your whole marketing world together in one, powerful, integrated system. Get Found: Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing. More: See marketplace for apps and integrations
U S dATAbASe
w SocIAL S
M ;
eMAIL MARkeTINg
woRkFLowS
subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. After reading it, you will feel comfortable leading projects with this aspect of inbound marketing.
ADVANCED
Request A demo
Video overview
n SMART FIeLdS
ANALYTIcS
Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete Share This Ebook!
mastery of the subject. After reading it, you will feel ready not only to execute strategies and tactics, but also to teach others how to
Share This Ebook!
be successful. www.HubSpoT.coM
www.HubSpoT.coM
4
the future of social lead management
THE FUTURE OF SOCIAL LEAD MANAGEMENT
5
the Future oF social lead management
CONTENTS
by Anum Hussain
THE FUTURE OF BIG MARKETING: SOCIAL DATABASE GROwTH
/7
Anum Hussain is an inbound marketer at
HOw TO GROw YOUR FOLLOwING AND FIND INFLUENCERS
HubSpot focused on generating leads for
/12
the our sales team through top-of-the-funnel
HOw TO SEGMENT YOUR ExISTING SOCIAL S
marketing strategies -- visual and written
/23
content creation, social media, and blogging.
HOw TO NURTURE LEADS wITH SOCIAL MEDIA
She is an active writer for the HubSpot Internet Marketing blog, has previously
HOw TO USE YOUR SOCIAL DATABASE IN THE SALES pROCESS
written for the boston globe and LinkedIn, and also maintains her own blog as a media wizard at anumhussain.com.
Share This Ebook!
www.HubSpoT.coM
/29
FOLLOw ME ON TwITTER @ANUMMEDIA
/34
CONCLUSION & ADDITIONAL RESOURCES /39
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6
“
the future of social lead management
Businesses now understand the value of social media marketing. How do they take it to the next level?
”
t in
f
marketing space. but as more social networks began to appear, and more people began to adopt them, they became an uncontested space for all
what to do on social media -- just that they needed to be using it. That has all changed. 44.4% of marketers self-professed either “advanced” or “expert” level social media ability in the Seomoz 2012 industry survey. Further, Aberdeen reports that 84% of b2b marketers use social media in some form. Social Media examiner even revealed that marketers spend four to six hours a week on social media. The statistics clearly highlight that social media has been not
the Future oF social lead management
7
f
G+
CHApTER 1
THE FUTURE OF BIG MARKETING: SOCIAL DATABASE GROwTH
only adopted, but also integrated into a business’s marketing methodology. The question is, where do marketers go next? what more is there to do with Share This Ebook!
www.HubSpoT.coM
Share This Ebook!
www.HubSpoT.coM
8
the future of social lead management
Social Followers & Your Marketing database
9
the Future oF social lead management
comparing Your Social database to Your email database
Your marketing database is the key to employing social media information into the rest of your marketing efforts and overall strategy. As a marketer, your strongest asset is your database of s: email and blog subscribers, leads, customers and evangelists. And you know who has become an essential part of this list? Your social media followers.
Your email database consists of s who have subscribed to receive email communication from you. They have opted
t
in to receive your marketing resources, announcements and promotions, and (if your email list is healthy) should be
in
f
f
G+
interacting with your content by opening,
EMAIL S
clicking, and forwarding your emails. BLOG S
MARKETING DATABASE
Your social media database works in a LEADS & CUSTOMERS
similar fashion. It consists of followers and fans who want to engage with your brand online. They’re retweeting, resharing, and
SOCIAL S
repinning your posts. clearly, they have an interest in the things that you are saying and the product/service you have to offer.
M
media insights to your existing s, thus gaining valuable information to
In this context, the interests and actions of your email recipients and social
target messages, nurture leads and attract new s to your business.
followers overlap. The act of opting in to receive email updates from a company is very similar to that, for instance, of hitting the ‘Like’ button on a
Share This Ebook!
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Facebook page.
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10
the future of social lead management
eMAIL dATAbASe
AcTIoNS
11
the Future oF social lead management
where Are we Headed? The future of social media and the key to expanding the size of your
M
opting in opening emails clicking emails
marketing database reside with the growth of your social media database. The rest of this ebook will reveal methods to ensure you’re riding the social media train and taking social media to the next level, as well as reveal the tools that can help you do so seamlessly.
Sharing emails
t
SocIAL MedIA dATAbASe
in
f
Following
t in Share This Ebook!
www.HubSpoT.coM
f
f
G+
Reading updates clicking on updates Sharing updates Share This Ebook!
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12
the future of social lead management
CHApTER 2
HOw TO GROw YOUR FOLLOwING AND FIND INFLUENCERS Share This Ebook!
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13
the Future oF social lead management
“
Content is the key to increasing the pace at which you attract new social media followers.
”
In order to build your social database, you need to build your following. The rate at which your following grows, no matter whether you’re a widely known
consumer brand or a small software business, continues to be an obstacle.
post and who you should share it with. content is the key to increasing the pace at which you attract new social media followers. The content you post on social media platforms travels well beyond the current followers you have.
SOCIAL MEDIA FOLLOwERS THIS wAY!
Share This Ebook!
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14
the future of social lead management
E ~
THE SOCIAL MEDIA MACHINE
VISUALIzED
As you can see in the social machine, the best way to increase your own extended reach. This is what people forget to
15
the Future oF social lead management
CLICK
consider when building their social growth strategies. There’s a reason
VISIT CONTENT
CONTENT
Facebook newsfeeds are based off its edgeRank algorithm!
ExTENDED REACH
by thinking about the social media machine in its entirety, you’ll increase your following much faster.
p CONTENT
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> UpDATES
q SHARE/LIKE RETwEET
CLICK
q g
SHARE/LIKE/ RETwEET
FOLLOw Share This Ebook!
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16
the future of social lead management
6 ways to grow Your Social Media Following
17
the Future oF social lead management
2
VISUAL CONTENT
while you’ve heard the various tricks and tips on how to build your following-content is king, it’s a two-way conversation, don’t be salesy -- here are a few tips to build upon that basic, but fundamental, strategy. Read through these suggestions and consider how they apply to your own brand.
90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. Those two stats are pretty telling of the visual content revolution occurring on social media. So you need to think about visuals on every social level. what image are you including in your blog posts or website that will eventually be
1
shown on social? what images are you creating to share on your Facebook
FIVE SECONDS OF FUN
when people are browsing Facebook, they’re often looking for something that will simply give them a good laugh. Something that will make their day,
page? How are you scripting tweets to tell people you’re sharing an image? Invest time in ensuring your images are as great as your messages.
3
EDUCATIONAL CONTENT
something good enough to share with their friends so that their friends experience that same amusement. Regardless of what your brand tone is,
even though people are browsing for something quick to understand, they
ensure that your fans are actually enjoying the content you share.
love retweeting or resharing content that makes them look smart. If they learn something valuable from a piece of data or quote your business posted, they will gladly repost it and show off their newly gained expertise to their own networks. That, in turn, will extend the reach of your content.
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the future of social lead management
4
EMpLOYEE NETwORKS
Your employees have networks that you can use as a means to increase your own. Social media s are following your employees purely because of the
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the Future oF social lead management
6
INFLUENCER INTERACTION
one key ingredient in amplifying the rate of follower growth is the people
content they share, industry they’re in, or company they work at. Send your employees “lazy tweets,” pre-crafted tweets that they can simply copy and paste into their own streams. If they’re handed the message, they’ll be more willing to share, which will result in a more streamlined effort and help new followers discover the original curator of the message: you.
3
FILTER MESSAGES
Failure to respond via social channels can lead to up to a 15% increase in churn rate. problem is, who actually has the time to respond to every social message? Luckily, there are tools, such as the HubSpot-HootSuite app,
or Facebook page in your message. That gives them a reason to reshare or retweet your content and broadcast your brand name to their following.
followers and possibly leads and customers.
INFLUENCER [noun]: a person with the capacity or power to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others
a feed of people using certain keywords, thus enabling you to cut through the clutter and respond to the right people. Share This Ebook!
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the future of social lead management
while there is lengthy research and excel work that could be done, the path
are tools that should help you get this done in a few easy steps. The HubSpot Smart Lists tool, for instance, can help you create a segment of your social
Twitter clicks and recency of engagement. See the screenshot below for an example and get your custom demo of the tool if you are interested in
the Future oF social lead management
21
Are you tracking every social interaction with your leads?
HubSpot 3 lets you track every click on a link in a social message and use that data to segment leads and trigger emails.
learning more.
social media tracking system of its kind. REqUEST A DEMO
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READ MORE
3 LOOKUp: Automatically look up social information for your leads. 3 LISTEN: Listen to chatter and track clicks on all of your social posts. 3 SEGMENT: Segment your leads based on the social activity. 3 TRIGGER lists based on social interactions.
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the future of social lead management
the Future oF social lead management
23
Share Your content data and activity), what do you do with it? You should treat these highly engaged social s in a different way than your regular s.
your company. what is more, make the social sharing element of your communication even more prominent. For instance, make sure you include social share buttons in your emails.
in g+
t f Share This Ebook!
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CHApTER 3
HOw TO SEGMENT YOUR ExISTING SOCIAL S
f Share This Ebook!
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24
“
the future of social lead management
37% of marketers say a lack of data is a major obstacle to effective segment targeting.
”
Now that you’ve built your
wouldn’t it be great to make your email communication to active social media s and evangelists different from a typical message to your audience? You can go through your email s and spend hours referencing all social media s to see which email s are also interacting with your brand. or you could just use marketing software
engaged with you on social media recently. In this way, you’re messaging
your social database by targeting
segment, of course!
Segment Social s based on Activity
(like HubSpot) that enables you to create a dynamic list of leads who have
following and you’ve created
do with these s? why
25
the Future oF social lead management
SOCIAL S
to you. Here’s an example of that segmentation might look like:
84% of b2b marketers use segment marketing in their email campaigns. However, 37% of these marketers say a lack of data is a major obstacle to effective segment targeting.
that data to segment your messaging effectively, and to the right people -those who are already interacting with you and/or represent your persona. Share This Ebook!
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the future of social lead management
of course, segmentation doesn’t stop here. There are other options to target the right people from your s database based on their social media activity. Let’s look at some examples of what that might look like in practice.
1
TAKE ADVANTAGE OF S wITH BIG NETwORKS
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the Future oF social lead management
2
SHARE OFFERS THAT CAN BE REDEEMED ON THAT NETwORK
B
If you’re hosting a Twitter chat or contest or any
form of an event on Twitter, reach out to the folks who are already clicking on your tweets and give
If you have a large announcement approaching, try sending an email
an email that will be sent to Twitter s with a follower above XYZ. Acknowledge the fact that you’re reaching out to these s because
them the exclusive heads up about the chat or
contest. Twitterers might feel left out when they
see their favorite brand just gave away some cool swag on Twitter, but they didn’t know about it.
of their large networks and that you’re looking for their help to spread a
Set up an email to be sent to s who have clicked on your tweets more
message. You’ll make the person feel empowered. And by including social
than a certain number times (say, three times), and let them know you
sharing links, you’ll start generating buzz around your new announcement
appreciate the fact that they engage with you on Twitter and wanted to
with people who can actually help spread the word!
reward them with a heads up on your contest or chat.
UU UUU UU UU
U U Share This Ebook!
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UU
S Share This Ebook!
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28
the future of social lead management
3
29
the Future oF social lead management
REqUEST ON YOUR SOCIAL STRATEGY CHApTER 4
The great thing about social media is that it opened up a tremendous mechanism and you now have the opportunity to take advantage of it. want to collect thoughts about your marketing content? great. Ask the people who consume it. If you noticed that someone recently clicked on one of your social posts, you should be able to dive into the details of what content they saw. what did they think of it? did they notice any opportunity for improvement? It’ll make them realize that you’re a real person and not just a social brand. They’ll feel appreciated and respected when they get the chance to provide you with -- and they might have some awesome suggestions!
wHAT DO YOU THINK OF OUR FACEBOOK pOSTING FREqUENCY?
HOw TO NURTURE LEADS wITH SOCIAL MEDIA
NOT ENOUGH
3 JUST RIGHT TOO MUCH Share This Ebook!
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31
the Future oF social lead management
Nurture Social s based on Their Interests
1
SHARE THE RIGHT CONTENT wITH THE RIGHT pEOpLE
You can nurture your social s based on their interactions with your brand and general interests. HubSpot enables you to add social s to
The problem with followers on social media is that you cannot measure the extent to which these fans are actually engaging with your brand. You
and share information, you can instantly leverage that knowledge. For instance, see which of your s clicked on a given post and follow up
hours weekly to discovering these people. Look at who is retweeting and
with them with an email on that topic!
commenting on your content, and cross-reference that with your s database. HubSpot’s new social media tool allows you to click on any social message you’ve sent and see exactly who clicked and/or shared it. (You can even dig deeper and explore the number of leads and customers that resulted from that effort.) Now, instead of sending mass email blasts, you can directly and nurture those leads who are actually interacting with your brand.
U RIGHT pEOpLE Share This Ebook!
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+
M RIGHT CONTENT Share This Ebook!
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32
the future of social lead management
2
SEND pRODUCT/SERVICE ORIENTED EMAILS
when it comes to email marketing, your boss most likely wants you to send communication about your product or service. Meanwhile, as a marketer,
33
the Future oF social lead management
“
Social lead nurturing is any interaction between a company and a lead that is informed by or channeled through social media.
”
you likely want to email broader lead generation content in order to boost engagement. Fear not--there is balance between the two, and it comes down to segmentation. when you monitor the people who engage with your social media content, separate them into groups and allow those interested in your
In the world of social media marketing, there are two business metrics
product/service to receive more communication about your special deals.
that you need to be constantly monitoring: the rate at which you grow your following and the rate at which your following gets further involved with your organization.
SEND EMAIL ABOUT LEAD SCORING TO S wHO ENGAGED wITH THIS MESSAGE
M Share This Ebook!
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following, is all about exposing your brand to the extended reach of your existing customers. This will help you grow your social database, provide you with social information to manage that database. The key to moving the second metric, the conversion of social media followers into engaged s, is social lead nurturing--any interaction between a company and a lead that is informed by or channeled through social media. Not only do these two complement each other, but they are both essential for your success with social media marketing.
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the future of social lead management
CHApTER 5
HOw TO USE YOUR SOCIAL DATABASE IN THE SALES pROCESS
35
the Future oF social lead management
t in
f
f
G+
$$$
You’ve learned that the future of social media marketing lies in the intelligent management of your social leads: the ability to recognize
interests and the timing of appropriate follow-up communication. but how does social impact your sales process? Marketers are increasingly invested in social media (59% of marketers report spending six hours or more on it weekly), but they’re still struggling to
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the future of social lead management
give Your Sales organization Social Media Lead Intelligence
Here is a demonstration of what a difference social lead intelligence can make on a sales call:
“
The entire social s and social segmentation process described thus far in this ebook reveals lead intelligence that can be used by your sales team. Spreading your leads’ social information will empower you to perfect your sales and marketing alignment.
in our marketing database. In addition to information about emails received and pages seen, for instance, we can explore what types of social
“ www.HubSpoT.coM
Hi Anum, I noticed you work in HubSpot’s marketing department and thought you might be interested in learning about how our product that helps you do marketing better. when is a good time to chat?
interactions the person had with our company.
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the Future oF social lead management
”
Hi Anum, Thanks for sharing our latest ebook on Twitter! We really appreciate the . Did you enjoy the read? Do you have any questions still lingering after checking out that post, and if so could I help clarify or provide further assistance?
VS
”
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38
1
the future of social lead management
page sounds like an average lukewarm call: when the sales rep has some information about the prospect they are calling, but not enough to start a meaningful conversation.
VS The second call scripted in the role play is much more
2
39
the Future oF social lead management
personalized and helpful. It shows that the sales person isn’t just calling out of the blue. There is a clear
CONCLUSION & ADDITIONAL RESOURCES
reason, backed up by a clear action, and followed by
mead intelligence in the sales process!
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40
“
the future of social lead management
Are you ready for this next generation of social media marketing?
”
t
$
f
Y in
After reading this ebook, you should be fully prepared for the direction in
41
the Future oF social lead management
START NURTURING YOUR LEADS wITH SOCIAL MEDIA with social media intelligence today. Sign up for HubSpot’s 30-day trial.
which social media is headed. Not only have you learned why social following is critical in building up your marketing database, but you also have insights into how to grow that following rapidly. Not only have you learned about the importance of segmentation and nurturing, but you also know how to slice and dice your social following to increase your reach and push s down the sales funnel. Finally, you have seen some powerful examples of using social lead intelligence to follow up with leads in the sales process.
http://bitly.com/SocialFreeTrial
This is the future of social media management. Are you read for it? Share This we Ebook! hope so.
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$
f
Y
How to Segment & Nurture Your Social Media Followers
in A publication of
2
the future of social lead management
3
the Future oF social lead management
IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read.
INTRODUCTORY Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. Read the introductory guide Lead Management Made Simple.
INTERMEDIATE Intermediate content is for marketers who are familiar with the
HubSpoT’S ALL-IN-oNe MARkeTINg SoFTwARe HubSpot brings your whole marketing world together in one, powerful, integrated system. Get Found: Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing. More: See marketplace for apps and integrations
U S dATAbASe
w SocIAL S
M ;
eMAIL MARkeTINg
woRkFLowS
subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. After reading it, you will feel comfortable leading projects with this aspect of inbound marketing.
ADVANCED
Request A demo
Video overview
n SMART FIeLdS
ANALYTIcS
Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete Share This Ebook!
mastery of the subject. After reading it, you will feel ready not only to execute strategies and tactics, but also to teach others how to
Share This Ebook!
be successful. www.HubSpoT.coM
www.HubSpoT.coM
4
the future of social lead management
THE FUTURE OF SOCIAL LEAD MANAGEMENT
5
the Future oF social lead management
CONTENTS
by Anum Hussain
THE FUTURE OF BIG MARKETING: SOCIAL DATABASE GROwTH
/7
Anum Hussain is an inbound marketer at
HOw TO GROw YOUR FOLLOwING AND FIND INFLUENCERS
HubSpot focused on generating leads for
/12
the our sales team through top-of-the-funnel
HOw TO SEGMENT YOUR ExISTING SOCIAL S
marketing strategies -- visual and written
/23
content creation, social media, and blogging.
HOw TO NURTURE LEADS wITH SOCIAL MEDIA
She is an active writer for the HubSpot Internet Marketing blog, has previously
HOw TO USE YOUR SOCIAL DATABASE IN THE SALES pROCESS
written for the boston globe and LinkedIn, and also maintains her own blog as a media wizard at anumhussain.com.
Share This Ebook!
www.HubSpoT.coM
/29
FOLLOw ME ON TwITTER @ANUMMEDIA
/34
CONCLUSION & ADDITIONAL RESOURCES /39
Share This Ebook!
www.HubSpoT.coM
6
“
the future of social lead management
Businesses now understand the value of social media marketing. How do they take it to the next level?
”
t in
f
marketing space. but as more social networks began to appear, and more people began to adopt them, they became an uncontested space for all
what to do on social media -- just that they needed to be using it. That has all changed. 44.4% of marketers self-professed either “advanced” or “expert” level social media ability in the Seomoz 2012 industry survey. Further, Aberdeen reports that 84% of b2b marketers use social media in some form. Social Media examiner even revealed that marketers spend four to six hours a week on social media. The statistics clearly highlight that social media has been not
the Future oF social lead management
7
f
G+
CHApTER 1
THE FUTURE OF BIG MARKETING: SOCIAL DATABASE GROwTH
only adopted, but also integrated into a business’s marketing methodology. The question is, where do marketers go next? what more is there to do with Share This Ebook!
www.HubSpoT.coM
Share This Ebook!
www.HubSpoT.coM
8
the future of social lead management
Social Followers & Your Marketing database
9
the Future oF social lead management
comparing Your Social database to Your email database
Your marketing database is the key to employing social media information into the rest of your marketing efforts and overall strategy. As a marketer, your strongest asset is your database of s: email and blog subscribers, leads, customers and evangelists. And you know who has become an essential part of this list? Your social media followers.
Your email database consists of s who have subscribed to receive email communication from you. They have opted
t
in to receive your marketing resources, announcements and promotions, and (if your email list is healthy) should be
in
f
f
G+
interacting with your content by opening,
EMAIL S
clicking, and forwarding your emails. BLOG S
MARKETING DATABASE
Your social media database works in a LEADS & CUSTOMERS
similar fashion. It consists of followers and fans who want to engage with your brand online. They’re retweeting, resharing, and
SOCIAL S
repinning your posts. clearly, they have an interest in the things that you are saying and the product/service you have to offer.
M
media insights to your existing s, thus gaining valuable information to
In this context, the interests and actions of your email recipients and social
target messages, nurture leads and attract new s to your business.
followers overlap. The act of opting in to receive email updates from a company is very similar to that, for instance, of hitting the ‘Like’ button on a
Share This Ebook!
www.HubSpoT.coM
Facebook page.
Share This Ebook!
www.HubSpoT.coM
10
the future of social lead management
eMAIL dATAbASe
AcTIoNS
11
the Future oF social lead management
where Are we Headed? The future of social media and the key to expanding the size of your
M
opting in opening emails clicking emails
marketing database reside with the growth of your social media database. The rest of this ebook will reveal methods to ensure you’re riding the social media train and taking social media to the next level, as well as reveal the tools that can help you do so seamlessly.
Sharing emails
t
SocIAL MedIA dATAbASe
in
f
Following
t in Share This Ebook!
www.HubSpoT.coM
f
f
G+
Reading updates clicking on updates Sharing updates Share This Ebook!
www.HubSpoT.coM
12
the future of social lead management
CHApTER 2
HOw TO GROw YOUR FOLLOwING AND FIND INFLUENCERS Share This Ebook!
www.HubSpoT.coM
13
the Future oF social lead management
“
Content is the key to increasing the pace at which you attract new social media followers.
”
In order to build your social database, you need to build your following. The rate at which your following grows, no matter whether you’re a widely known
consumer brand or a small software business, continues to be an obstacle.
post and who you should share it with. content is the key to increasing the pace at which you attract new social media followers. The content you post on social media platforms travels well beyond the current followers you have.
SOCIAL MEDIA FOLLOwERS THIS wAY!
Share This Ebook!
www.HubSpoT.coM
14
the future of social lead management
E ~
THE SOCIAL MEDIA MACHINE
VISUALIzED
As you can see in the social machine, the best way to increase your own extended reach. This is what people forget to
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the Future oF social lead management
CLICK
consider when building their social growth strategies. There’s a reason
VISIT CONTENT
CONTENT
Facebook newsfeeds are based off its edgeRank algorithm!
ExTENDED REACH
by thinking about the social media machine in its entirety, you’ll increase your following much faster.
p CONTENT
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> UpDATES
q SHARE/LIKE RETwEET
CLICK
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SHARE/LIKE/ RETwEET
FOLLOw Share This Ebook!
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the future of social lead management
6 ways to grow Your Social Media Following
17
the Future oF social lead management
2
VISUAL CONTENT
while you’ve heard the various tricks and tips on how to build your following-content is king, it’s a two-way conversation, don’t be salesy -- here are a few tips to build upon that basic, but fundamental, strategy. Read through these suggestions and consider how they apply to your own brand.
90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. Those two stats are pretty telling of the visual content revolution occurring on social media. So you need to think about visuals on every social level. what image are you including in your blog posts or website that will eventually be
1
shown on social? what images are you creating to share on your Facebook
FIVE SECONDS OF FUN
when people are browsing Facebook, they’re often looking for something that will simply give them a good laugh. Something that will make their day,
page? How are you scripting tweets to tell people you’re sharing an image? Invest time in ensuring your images are as great as your messages.
3
EDUCATIONAL CONTENT
something good enough to share with their friends so that their friends experience that same amusement. Regardless of what your brand tone is,
even though people are browsing for something quick to understand, they
ensure that your fans are actually enjoying the content you share.
love retweeting or resharing content that makes them look smart. If they learn something valuable from a piece of data or quote your business posted, they will gladly repost it and show off their newly gained expertise to their own networks. That, in turn, will extend the reach of your content.
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the future of social lead management
4
EMpLOYEE NETwORKS
Your employees have networks that you can use as a means to increase your own. Social media s are following your employees purely because of the
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the Future oF social lead management
6
INFLUENCER INTERACTION
one key ingredient in amplifying the rate of follower growth is the people
content they share, industry they’re in, or company they work at. Send your employees “lazy tweets,” pre-crafted tweets that they can simply copy and paste into their own streams. If they’re handed the message, they’ll be more willing to share, which will result in a more streamlined effort and help new followers discover the original curator of the message: you.
3
FILTER MESSAGES
Failure to respond via social channels can lead to up to a 15% increase in churn rate. problem is, who actually has the time to respond to every social message? Luckily, there are tools, such as the HubSpot-HootSuite app,
or Facebook page in your message. That gives them a reason to reshare or retweet your content and broadcast your brand name to their following.
followers and possibly leads and customers.
INFLUENCER [noun]: a person with the capacity or power to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others
a feed of people using certain keywords, thus enabling you to cut through the clutter and respond to the right people. Share This Ebook!
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the future of social lead management
while there is lengthy research and excel work that could be done, the path
are tools that should help you get this done in a few easy steps. The HubSpot Smart Lists tool, for instance, can help you create a segment of your social
Twitter clicks and recency of engagement. See the screenshot below for an example and get your custom demo of the tool if you are interested in
the Future oF social lead management
21
Are you tracking every social interaction with your leads?
HubSpot 3 lets you track every click on a link in a social message and use that data to segment leads and trigger emails.
learning more.
social media tracking system of its kind. REqUEST A DEMO
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READ MORE
3 LOOKUp: Automatically look up social information for your leads. 3 LISTEN: Listen to chatter and track clicks on all of your social posts. 3 SEGMENT: Segment your leads based on the social activity. 3 TRIGGER lists based on social interactions.
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the future of social lead management
the Future oF social lead management
23
Share Your content data and activity), what do you do with it? You should treat these highly engaged social s in a different way than your regular s.
your company. what is more, make the social sharing element of your communication even more prominent. For instance, make sure you include social share buttons in your emails.
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CHApTER 3
HOw TO SEGMENT YOUR ExISTING SOCIAL S
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“
the future of social lead management
37% of marketers say a lack of data is a major obstacle to effective segment targeting.
”
Now that you’ve built your
wouldn’t it be great to make your email communication to active social media s and evangelists different from a typical message to your audience? You can go through your email s and spend hours referencing all social media s to see which email s are also interacting with your brand. or you could just use marketing software
engaged with you on social media recently. In this way, you’re messaging
your social database by targeting
segment, of course!
Segment Social s based on Activity
(like HubSpot) that enables you to create a dynamic list of leads who have
following and you’ve created
do with these s? why
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the Future oF social lead management
SOCIAL S
to you. Here’s an example of that segmentation might look like:
84% of b2b marketers use segment marketing in their email campaigns. However, 37% of these marketers say a lack of data is a major obstacle to effective segment targeting.
that data to segment your messaging effectively, and to the right people -those who are already interacting with you and/or represent your persona. Share This Ebook!
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the future of social lead management
of course, segmentation doesn’t stop here. There are other options to target the right people from your s database based on their social media activity. Let’s look at some examples of what that might look like in practice.
1
TAKE ADVANTAGE OF S wITH BIG NETwORKS
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the Future oF social lead management
2
SHARE OFFERS THAT CAN BE REDEEMED ON THAT NETwORK
B
If you’re hosting a Twitter chat or contest or any
form of an event on Twitter, reach out to the folks who are already clicking on your tweets and give
If you have a large announcement approaching, try sending an email
an email that will be sent to Twitter s with a follower above XYZ. Acknowledge the fact that you’re reaching out to these s because
them the exclusive heads up about the chat or
contest. Twitterers might feel left out when they
see their favorite brand just gave away some cool swag on Twitter, but they didn’t know about it.
of their large networks and that you’re looking for their help to spread a
Set up an email to be sent to s who have clicked on your tweets more
message. You’ll make the person feel empowered. And by including social
than a certain number times (say, three times), and let them know you
sharing links, you’ll start generating buzz around your new announcement
appreciate the fact that they engage with you on Twitter and wanted to
with people who can actually help spread the word!
reward them with a heads up on your contest or chat.
UU UUU UU UU
U U Share This Ebook!
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UU
S Share This Ebook!
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the future of social lead management
3
29
the Future oF social lead management
REqUEST ON YOUR SOCIAL STRATEGY CHApTER 4
The great thing about social media is that it opened up a tremendous mechanism and you now have the opportunity to take advantage of it. want to collect thoughts about your marketing content? great. Ask the people who consume it. If you noticed that someone recently clicked on one of your social posts, you should be able to dive into the details of what content they saw. what did they think of it? did they notice any opportunity for improvement? It’ll make them realize that you’re a real person and not just a social brand. They’ll feel appreciated and respected when they get the chance to provide you with -- and they might have some awesome suggestions!
wHAT DO YOU THINK OF OUR FACEBOOK pOSTING FREqUENCY?
HOw TO NURTURE LEADS wITH SOCIAL MEDIA
NOT ENOUGH
3 JUST RIGHT TOO MUCH Share This Ebook!
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the future of social lead management
31
the Future oF social lead management
Nurture Social s based on Their Interests
1
SHARE THE RIGHT CONTENT wITH THE RIGHT pEOpLE
You can nurture your social s based on their interactions with your brand and general interests. HubSpot enables you to add social s to
The problem with followers on social media is that you cannot measure the extent to which these fans are actually engaging with your brand. You
and share information, you can instantly leverage that knowledge. For instance, see which of your s clicked on a given post and follow up
hours weekly to discovering these people. Look at who is retweeting and
with them with an email on that topic!
commenting on your content, and cross-reference that with your s database. HubSpot’s new social media tool allows you to click on any social message you’ve sent and see exactly who clicked and/or shared it. (You can even dig deeper and explore the number of leads and customers that resulted from that effort.) Now, instead of sending mass email blasts, you can directly and nurture those leads who are actually interacting with your brand.
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M RIGHT CONTENT Share This Ebook!
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the future of social lead management
2
SEND pRODUCT/SERVICE ORIENTED EMAILS
when it comes to email marketing, your boss most likely wants you to send communication about your product or service. Meanwhile, as a marketer,
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the Future oF social lead management
“
Social lead nurturing is any interaction between a company and a lead that is informed by or channeled through social media.
”
you likely want to email broader lead generation content in order to boost engagement. Fear not--there is balance between the two, and it comes down to segmentation. when you monitor the people who engage with your social media content, separate them into groups and allow those interested in your
In the world of social media marketing, there are two business metrics
product/service to receive more communication about your special deals.
that you need to be constantly monitoring: the rate at which you grow your following and the rate at which your following gets further involved with your organization.
SEND EMAIL ABOUT LEAD SCORING TO S wHO ENGAGED wITH THIS MESSAGE
M Share This Ebook!
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following, is all about exposing your brand to the extended reach of your existing customers. This will help you grow your social database, provide you with social information to manage that database. The key to moving the second metric, the conversion of social media followers into engaged s, is social lead nurturing--any interaction between a company and a lead that is informed by or channeled through social media. Not only do these two complement each other, but they are both essential for your success with social media marketing.
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the future of social lead management
CHApTER 5
HOw TO USE YOUR SOCIAL DATABASE IN THE SALES pROCESS
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the Future oF social lead management
t in
f
f
G+
$$$
You’ve learned that the future of social media marketing lies in the intelligent management of your social leads: the ability to recognize
interests and the timing of appropriate follow-up communication. but how does social impact your sales process? Marketers are increasingly invested in social media (59% of marketers report spending six hours or more on it weekly), but they’re still struggling to
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the future of social lead management
give Your Sales organization Social Media Lead Intelligence
Here is a demonstration of what a difference social lead intelligence can make on a sales call:
“
The entire social s and social segmentation process described thus far in this ebook reveals lead intelligence that can be used by your sales team. Spreading your leads’ social information will empower you to perfect your sales and marketing alignment.
in our marketing database. In addition to information about emails received and pages seen, for instance, we can explore what types of social
“ www.HubSpoT.coM
Hi Anum, I noticed you work in HubSpot’s marketing department and thought you might be interested in learning about how our product that helps you do marketing better. when is a good time to chat?
interactions the person had with our company.
Share This Ebook!
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the Future oF social lead management
”
Hi Anum, Thanks for sharing our latest ebook on Twitter! We really appreciate the . Did you enjoy the read? Do you have any questions still lingering after checking out that post, and if so could I help clarify or provide further assistance?
VS
”
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38
1
the future of social lead management
page sounds like an average lukewarm call: when the sales rep has some information about the prospect they are calling, but not enough to start a meaningful conversation.
VS The second call scripted in the role play is much more
2
39
the Future oF social lead management
personalized and helpful. It shows that the sales person isn’t just calling out of the blue. There is a clear
CONCLUSION & ADDITIONAL RESOURCES
reason, backed up by a clear action, and followed by
mead intelligence in the sales process!
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40
“
the future of social lead management
Are you ready for this next generation of social media marketing?
”
t
$
f
Y in
After reading this ebook, you should be fully prepared for the direction in
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the Future oF social lead management
START NURTURING YOUR LEADS wITH SOCIAL MEDIA with social media intelligence today. Sign up for HubSpot’s 30-day trial.
which social media is headed. Not only have you learned why social following is critical in building up your marketing database, but you also have insights into how to grow that following rapidly. Not only have you learned about the importance of segmentation and nurturing, but you also know how to slice and dice your social following to increase your reach and push s down the sales funnel. Finally, you have seen some powerful examples of using social lead intelligence to follow up with leads in the sales process.
http://bitly.com/SocialFreeTrial
This is the future of social media management. Are you read for it? Share This we Ebook! hope so.
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