You’ve put together a marketing infrastructure of email campaigns, landing pages, lead scoring, and automated messaging. You move your leads deeper and deeper down the marketing funnel, based on their individual actions. Now it’s time to fold social media activity into your existing marketing automation system.
Whether you’re using Marketo, HubSpot, Pardot, Eloqua, or any other marketing automation platform, here are 10 sample campaigns that you can implement today. Take advantage of your social media investment, and move leads faster through your pipeline.
1. Add new followers to a nurture program
If someone new follows you on social media, that’s a proactive subscription for more of your content. They want to hear from you. Add them to a program with a cadence of content from your blog, on-demand webinars, and articles from thought leaders.
2. Route to deeper-funnel content
Social media is the best real-time look at a lead’s interests and pain-points. If someone mentions a specific problem or topic that your product addresses, add them to a program with product feature content and case studies.
3. Change Lead Score
Make social media an equal part of your lead scoring model, alongside email, website visits, and form fills. People spend, on average, over 2 hours on social media each day, and it’s often the first interaction a new lead will have with your brand. Capture this valuable behavioral data. Score social clicks just like email clicks, followers like subscribers, and keyword usage like a search term.
4. Fast-track qualified leads
The simple truth is that socially engaged leads have higher response rates and move faster through the demand gen pipeline. Based on our own data at Socedo, social leads have an average 44.1% open rate and 6.0% click-through rate on cold emails, compared with leads from other channels. Give social leads higher scores and move them to a deeper stage in your pipeline.
5. Re-engage cold leads
We all have a dumping ground somewhere in our marketing systems: that desolate program or list where we send cold leads who have stopped responding to our emails, phone calls, or retargeting campaigns. There’s not much we can do with a lead once they’re cold, besides more and more emails that will go unopened. Instead, re-engage leads on social media where they’re already active. Empower your social media team to focus on high-quality but cold leads, by liking, Retweeting, or commenting on their posts.
6. Send an alert to a sales rep
People post on social media because they want their thoughts to be heard. If a lead Tweets about a relevant topic or hashtag, send an alert to their sales rep or account manager. Now might be the right time for that follow up call, and sales reps can mention the recent Tweet as a personal conversation starter.
7. Message existing customers
If only our customer success and account management teams could talk to every customer every week! Instead of sending yet another email to keep them happy users of your product or service, open up social media as a new channel for customer retention. Between checkpoints with account management, have your social media team send a quick message to high-value or potential-risk customers.
8. Ask for a referral
If a customer is speaking about you happily on social, they’re already your word-of-mouth advocate. Now’s the chance to have them refer new customers to you. Whether or not you have a formal referral program in place, reach out over social direct messaging or email to ask for a referral.
9. Invite to your event activities
If you’re sponsoring an event, odds are that every attendee is a potential lead. You could try to furiously scan everyone’s badges in the exhibit hall. Or, you could track the event hashtag on social media, and add leads who use the hashtag to a related campaign: invite them to your exclusive after-party and email them to setup in-person meetings.
10. Influence with thought leadership
People who follow an industry influencer usually do so because they find the influencer to be trustworthy, an authority in the space, and creating valuable content. Send a lead content that your brand has produced with an influencer that they’re following, or even an influencer’s content that has mentioned you.
Adding social activities to your martech platform isn’t just about real-time marketing and trigger campaigns. It can also enhance attribution, help you identify missed opportunities, and segment your audience for targeted nurturing. Learn more about how social data helps accelerate demand gen.
P.S. We’re passionate about automated trigger campaigns because we’re Marketo users ourselves. This year, we’re excited that Socedo is going to be at Marketo’s Marketing Nation Summit in May. If you’re going too, let us know!