Many of our customers are using Socedo as the first touch in a wide marketing landscape that includes blog content, social media management, webinars, lead scoring, and email nurturing. They have many creative uses with the social lead data that Socedo provides, but they don’t have to figure it out alone. Our own marketing team is a power user of the platform, and we’ve developed some of our own best practices along the way.
For example, we accidentally doubled our email engagement rates.
Socially engaged leads are more valuable and move through the marketing pipeline at a higher velocity. Internally, the average open rate on the first email sent to a socially engaged lead is 36%. The average click-through rate is 4.5%, and the unsubscribe rate is only 1.5%. These metrics are significantly better than our cold emails to leads from other channels.
Internally, we use several of our team members’ accounts to target a variety of different audiences. Our conversion rates off DMs alone have been decent and Socedo provides more leads for us than any other channel. However, we also know that many prospects escape our marketing funnel if we don’t follow up.
When a prospect follows back on Twitter, Socedo automatically syncs them into our Marketo instance. We give them a lead score based on their demographics, and a “+5” behavioral score because socially engaged leads tend to move faster in the buying cycle.
We first started out experimenting with placing leads directly into a nurture stream, with emails coming from the marketing department. Even though the open rates were high, the click-through rates were still low and weren’t seeing many conversions.
Instead, we tested a new strategy:
A Personal Touch
Now leads will receive a plain-text informal email from the employee who they followed on Twitter, reminding them where we connected. We also include a link to our blog and encourage contacts to reply with any questions.
We’ve seen a 36% open rate and 4.5% CTR because the email was more personal, and less jarring than receiving a random email from some marketing department.
From here, we route leads into appropriate nurture programs. If they responded well to the first email, such as clicking the link or visiting our web page, they’ll receive content from the bottom of the funnel. Otherwise, we’ll send them periodic content at the top of the funnel.
If you’re using a direct integration with Marketo or HubSpot, leads sync automatically overnight.
You can set up trigger campaigns to:
- Change lead score
- Send a welcome email
- Add to an engagement program (Marketo) or recurring workflow (HubSpot).
The Lead Source field is automatically set as “Socedo” when leads are imported. For our own use, we keep this value, but also add a trigger campaign to change the Acquisition Program field to the account that discovered the lead.
Trigger campaigns allow us to shift a lead into different programs based on their actions. We’re always listening to our leads—on our website, in our emails, and automatically on social through Socedo—so when a lead mentions us positively in a Tweet, we can have a sales person reach out directly.
Test It Out
No scoring model or nurture program is perfect right away. We’re still working on ours, and we’re learning from our customers as well. You can try out some of these tactics manually before building out an automated program. Download a CSV of your Socedo leads and try sending out a few different emails.
Sign up for a free trial to see what type of data Socedo can provide for leads. Our customer managers will help you make the best use of your data in your existing marketing infrastructure!