7 Social Media Secrets That Make a Great Direct Marketing Campaign Great

7 Social Media Secrets

That Make Good Direct Marketing

Campaigns Great

December 1, 2011

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Today’s Speaker

Thorin McGee Editor in Chief

Target Marketing

Julie Perry VP & Social Media Director

BLASTmedia

Moderator

Copyright © 2011 BLASTmedia All Rights Reserved.

BLASTmedia Integrated PR & Social Media

Outbound Marketing

Interruption Marketing (Push)

• Cold Calling /

Telemarketing

• Direct Mail

• Email Blasts

• Tradeshows

• Print Ads

• TV/Radio Ads

• Press Releases &

Media Relations*

“…buy, beg, or bug their way in…” – Brian Halligan, CEO & CoFounder of Hub Spot



Inbound Marketing

• Inbound marketing typically has three (3) components: SEO,

Content Marketing, and Social Media.

1. SEO is the process of creating optimized web content based on

keywords that people search—with the goal of boosting the organic

visibility of your content within search engines.

2. Content Marketing is the process of creating magnetic content—such

as blog posts, images, videos, whitepapers , landing pages, web forms,

and eBooks—to attract prospective clients/buyers.

3. Social Media is the process of leveraging Facebook, LinkedIn, Twitter,

YouTube, and other social media platforms to promote and boost the

visibility of your content within social media. This will amplify the

impact of your content and allow you to engage directly with

prospects, leads, and customers.

Permission Marketing (Pull)



Outbound + Inbound Marketing Outbound Marketing (Push) Inbound Marketing (Pull)

• Cold Calling /

Telemarketing

• Direct Mail

• Email Blasts

• Tradeshows

• Print Ads

• TV/Radio Ads

• Press Releases /

Media Relations

• SEO / SEM

• Blogging &

Content Marketing

• RSS

• Social Media

• Social Media ―Ads‖

• ―Viral Videos‖

• Media Coverage



Outbound + Inbound Marketing Outbound Marketing (Push) Inbound Marketing (Pull)

• Cold Calling /

Telemarketing

• Direct Mail

• Email Blasts

• Tradeshows

• Print Ads

• TV/Radio Ads

• Press Releases /

Media Relations

• SEO / SEM

• Blogging &

Content Marketing

• RSS

• Social Media

• Social Media ―Ads‖

• ―Viral Videos‖

• Media Coverage

* Integrate the two. Use each to cross-promote & support the other.



Webinar Overview: Integrating Outbound Direct

Marketing Campaigns and Inbound Marketing Tactics

1. Direct Mail – Amp up Your Direct Mail by Bringing Prospects &

Customers Online and Engaging Them with Sharable Content

2. Email Blasts – Turn Your Emails Into an Online Experience that

Customers & Prospects Will Love (and Share!)

3. PR – Optimize Press Releases to be Found via Search and Follow-Up via

Twitter

4. Content – Repurposing Outbound Content & Press Coverage for Inbound

Marketing & SEO Benefits

5. Video – YouTube Content for Search Engine Optimization & Sharing

6. Tradeshows – Team Up With Twitter

7. Advertising (Online) – Advertise on Social Media Sites



• Give 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.)

Tactic #1: Direct Mail – Amp Up Your Direct Mail by

Bringing Prospects & Customers Online and Engaging

Them with Sharable Content






• Invite them to participate in a simple online poll. Then,

make the poll sharable to their online contacts.











• Develop your own contest and invite them to enter online

via your website, blog, or Facebook page. Make the contest

sharable; consider opening it to voting by the public.











• Develop your own contest and invite them to enter online

via your website, blog, or Facebook page. Make the contest

sharable; consider opening it to voting by the public.

• Bottom Line: Give prospects/customers a BENEFICIAL

REASON to connect with you online. Entice them.






More Ways to Get Them Online from Direct Mail

• Hook them with ―Part 1‖ of an information series and send

them to read the rest online.






• Consider having them scan a QR code where they then have a

survey to fill out or contest to enter.








• Print QR (quick response) codes on your postcards or

direct mail pieces that drive your prospects or customers

to a specific landing page on your website (not just your

homepage).






• Hook them ―Part 1‖ of an information series and ask them to

read the rest online.






homepage).

• Alternative: Build a flash drive into your direct mail piece.




• Hook them ―Part 1‖ of an information series and ask them to

read the rest online.






homepage).

• Alternative: Build a flash drive into your direct mail piece.

• Once you have them online, offer ways to share with existing

contacts. Require them to create content to enter a contest.



Example: Run it through a service like

PollDaddy.com and have share buttons.



Example: QR Code to Mobile Landing Page for Contest Entry

(Building an Email List)



QR Code to Mobile Landing Page for Contest Entry

(After Submitting Entry – Double Opted In, with Share Buttons)



QR Code to Mobile Landing Page for Contest Entry

(Upon Confirmation, Taken to YouTube video)



Tactic #2: Email Blasts – Turn Your Emails Into an

Online Experience That Customers & Prospects will

Love (and Share!)

• Send content that doesn‘t ―go for the sale,‖ but rather, offers information

to pull them in to learn more. Example: Offers to ―opt-in‖ to informational

webinars or to download informational eBooks or white papers.





Love (and Share!)




• Include a blog summary at the end of the month.







Love (and Share!)





• Watch the number of images you use. Use more rich text in case

images are blocked.







Love (and Share!)





• Limit your use of images. Use more rich text in case images are

blocked.

• Use polls & contests to drive them elsewhere online to engage directly.





Love (and Share!)






blocked.


• Consider multimedia, such as a YouTube video, to better engage.





Love (and Share!)






blocked.



• Include social media ―share‖ buttons within email.





Love (and Share!)






blocked.



• Include social media ―share‖ buttons within email.

• Social media profiles 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.





Tell them WHY! “For special offers,” “To be

the first to know when…,” “to see our demo…”



Tactic #3: Optimize Press Releases to be Found via

Search; Follow-Up via Twitter

• Outbound – Create & issue Press Releases, along with

traditional media relations follow-up by phone or email.

• Inbound #1 – Press Release optimization, link promotion, and

syndication for backlinks & SEO benefits.

• You create and issue a press release to push your news out for media

pick-up.

• But now you can use it to get links and be found by those searching for

content.

• There‘s a new reporter on the block. It‘s a ―bot.‖ Are you talking to it?

• Inbound #2 – Follow-up via social media profiles, like Twitter.





1. Optimize your press releases for search results.



Online Press Release Optimization

• Consider paying for distribution on Business Wire or PR Web.

• I suggest a keyword density of 3%–5%, and an active link per

100 words. 350-750 words total.

• Start sentences with keywords. Start and end blocks of copy

with keywords.

• Break quotes into 2 parts. (NOTE: Quotes on many of the

newswires services will become callouts, so make them strong

and memorable).

• Link to different pages within your site.






2. Connect with media directly on sites like Twitter so you can

attract their attention and follow-up.








• Golden Rule on Twitter: Make others feel important,

and they, in turn, make you important.








3. Promote all pickups so you encourage media to promote you

(Tactic #4).










3. Promote all pickups so you encourage media to promote you

(Tactic #4).

• Provides you inbound opportunities as others ―catch wind‖ of

your public interactions with 3rd-party sources. Leverage that

influence, be it new media or traditional. YOU are the media!





Tactic #4: Repurposing Outbound Content & Press

Coverage for Inbound Marketing & SEO Benefits

• Outbound – Direct Mail & Email Content, Press Releases

• Inbound #1 – Repurposing company announcements and

news for blog content (search benefits).








• Inbound #2 – Repurposing informational content for

multimedia presentations and article marketing (content

distribution and backlink-creation to benefit SEO).










• Inbound #2 – Repurposing informational content for

multimedia presentations and article marketing (content

distribution and backlink-creation to benefit SEO).

• Inbound #3 – Repurposing of Media Coverage—both

mainstream and new media—for leveraging via Social Media

channels and search benefits via blog.







• You must be FINDABLE. People love to discover things. You

can push your content all day long, but being in ―the line of

search‖ is the best road to conversion. Pull it in.








• Blogs and other optimized content are magnets to links.

("Link bait.") And links fuel SEO.








• Blogs and other optimized content are magnets to links.

("Link bait.") And links fuel SEO.

• Consider a Blog Editorial Calendar with a mix of link bait,

company news, and ―utility posts.‖

• Link Bait: By your company or guest bloggers (experts).

• Company News: Including posting Media Coverage.

• Utility Posts: Product and feature annoucements.





• Take your most popular blog post, add some images, and

translate it into PowerPoint that you can upload to Slideshare

and embed in your post.








• Or consider VIDEO to relay the same information. (But

accompany embedded video with keyword-rich text or a script

for SEO on your blog.)








• Or consider VIDEO to relay the same information. (But

accompany embedded video with keyword-rich text or a script

for SEO on your blog.)

• Submit links to blog posts (hub) and social media objects

(spokes) to social bookmarking sites and news aggregators. 1. StumbleUpon

2. Reddit

3. Digg.com

4. BizSugar.com



• Outbound – YouTube video created and uploaded.

• Inbound #1 – Optimization of videos for search, YouTube

CTA (Call-To-Action) ads, and proper link placement/usage to

offer a call to action & traffic generation back to your website.

• Inbound #2 – Cross linking videos with annotations (which is

pulling in with one video but sending to another with call to

action).

Tactic #5: YouTube Content for Search & Sharing



• YouTube is now the #2 search engine in the world after Google.

• YouTube is also the second most popular website in the world.

• YouTube is a search engine AND a social network.

Some important things to know about




This is

an Ad

#1 Organic Search Result

Client




BLAST #1







Video Title Tips

• Get primary keywords in, but balance between talking to search engines and piquing interest.

• Don‘t repeat words either—it won‘t help you.

• You get 120 Title characters—use all of them!

• Copy (match) a similar title you want to be related to. Do research.

• Remember: They aren‘t looking for YOU, they are looking for a solution to a problem.



Good YouTube Video Title Examples

• Barcode, Bar Codes, Barcoding – What‘s it all

about

• How to Build Web Forms with Formstack‘s Simple Online Form Builder!

• Social Media Marketing with YouTube: Why? – BLASTmedia

• Act-On Software Marketing Automation Case Study: InsideSales.com Generates Leads for DreamForce

• How Can We Tackle the E-Waste Problem?

Reduce, Reuse and Recycle with NextWorth!



Video Tagging & Description Writing Tips

• Use quotes around keyword phrases.








• From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos.‖





• From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos."

• The more words you include in your description, the higher your chances of being discovered by searchers (5,000 characters max).





• From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos."

• The more words you include in your description, the higher your chances of being discovered by searchers (5,000 characters max).

• Get your top keyword / keyword phrase in 3-4 times.







Add Annotations to Link Content

For special call-outs and to put

emphasis on your call to action. (Use

these to link to other videos in a series

or that you think your audience will

like; tempt them to watch more of your

content.)




Annotation

CTA




Annotation



YouTube Channel = Your Homebase for Video Content



Tactic #6: Tradeshows – Team Up With Twitter

• Outbound – Having a booth at or simply attending trade

shows.

• Inbound – Using Twitter Lists and Hashtags (#) to maximize

trade show presence, networking opportunities, and brand

engagement while at the show.

• Inbound – Also: Contest and Giveaways to lure prospects to

you, promoted via platforms like Twitter (with hashtags) to

draw people to you.




• Twitter lists are easily compiled subsets of Twitter users who

follow a particular topic for your own purposes—you can then

track them down easier as your list of followers grow.



Twitter Lists







• It also helps when using Twitter clients, such as Tweetdeck;

add those lists in to watch these feeds in columns.



Tweetdeck – Segment out your various lists







• It also helps when using Twitter clients, such as Tweetdeck;

add those lists in to watch these feeds in columns.

• In terms of growing your own follower number, by adding

others to your public lists, they will see this show up on their

profile and quite often, people will reciprocate by following

you back.




• Keep in mind that you can make these lists private so that people you add

don‘t even know they‘ve been singled out.






• To start well in advance, find out the designated hashtag for your event

early and start keeping an eye on people sending out tweets using that.

• Check http://search.twitter.com every few days a couple months out

and then daily the two weeks before. Reach out to people and let them

know of any giveaways or promotions you‘ll be doing at your booth.

Example searching for the Consumer Electronics Show: #CES

http://search.twitter.com/






• Just by adding people to a list that is titled ―Tweeters coming to the ‗X‘

Trade Show,‖ you‘ll find that they may end up tweeting about that list.

• Example – DigINDIANA: http://twitter.com/digindiana/lists

http://twitter.com/digindiana/lists




• You build your own lists by hovering over the person icon on a profile and

then clicking on the link for ―add to list.‖ From there, you can create a new

list or add someone to a previous list.




• Get people to your trade show booth by doing a giveaway that requires

they 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.








• 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.

http://search.twitter.com/



Tactic #7: Advertise on Social Media Sites

• Outbound – Purchasing Advertising on Facebook, Twitter

and/or YouTube

• Inbound #1 – Facebook: Present a call to action as bait to lure

them into ―liking‖ a brand page. Or use Facebook ads to drive

traffic back to your website.







• Outbound – Purchasing Advertising on Facebook, Twitter

and/or YouTube

• Inbound #1 – Facebook: Present a call to action as bait to lure

them into ―liking‖ a brand page. Or use Facebook ads to drive

traffic back to your website.

• Inbound #2 – YouTube: Get them to watch a video that offers

a solution to their ―problem‖ based on keyword search terms.



YouTube Promoted Video Campaigns

Promoted Ad



If I can bid just $.25 a click on my top

keyword using YouTube PPV, yet it‘s

over $5.00 on Google PPC, that should

tell you there is a huge opportunity here!

It‘s the last frontier.

Set up a Promoted Ad Campaign on YouTube



#1 Organic Search Result


Ad







Visit: http://ads.youtube.com

http://ads.youtube.com/
















Minimum bid is $0.01

Remember, this is just for views that come in via YouTube search results.

You may or may not come up due to the amount of the bid. HOWEVER,

as you‘re about to see, you‘ll still get the flash call-to-action (CTA) ads.



CTA Ad from Channel View



CTA Ads on YouTube



CTA Ads on YouTube



Clickable Ad

CTA Ads on YouTube



Promoted Ads on YouTube – Results!



Google Analytics Traffic Results

• Facebook = Frequent but Repeat Traffic

• Twitter = High but Least Quality Traffic

• YouTube = New, Quality Traffic (Low Bounce)



Voila!

@JuliePerry & @BLASTmediaPR

YouTube.com/BLASTmediaPR

http://BLASTmedia.com/blog

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Documents

7 Social Media Secrets That Make a Great Direct Marketing Campaign Great