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

Julie Perry
VP & Social Media Director
BLASTmedia

Moderator

Thorin McGee
Editor in Chief
Target Marketing

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
Copyright © 2011 BLASTmedia All Rights Reserved.


Inbound Marketing
Permission Marketing (Pull)

• 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.



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

• Cold Calling / • SEO / SEM
Telemarketing
• Blogging &
• Direct Mail Content Marketing

• Email Blasts • RSS

• Tradeshows • Social Media

• Print Ads • Social Media ―Ads‖

• TV/Radio Ads • ―Viral Videos‖

• Press Releases / • Media Coverage
Media Relations



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

• Cold Calling / • SEO / SEM
Telemarketing
• Blogging &
• Direct Mail Content Marketing

• Email Blasts • RSS

• Tradeshows • Social Media

• Print Ads • Social Media ―Ads‖

• TV/Radio Ads • ―Viral Videos‖

• Press Releases / • Media Coverage
Media Relations

* 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



Tactic #1: Direct Mail – Amp Up Your Direct Mail by
Bringing Prospects & Customers Online and Engaging
Them with Sharable Content
• 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.)



• 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


Tactic #5: YouTube Content for Search & Sharing
• 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).



Some important things to know about

• 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.




This is
an Ad

Client
#1 Organic Search Result




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.‖



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).



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



• 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



• 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.



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



Set up a Promoted Ad Campaign
on YouTube
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.




#1 Organic Search Result

Ad



Visit: 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



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

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