Communications, especially marketing communications, are thought of as a virtual megaphone for your brand. You want to spread your brand recognition far and wide. But marketing messages are not one-size-fits-all. Different audiences look for different solutions. So do you broadcast your message and hope that your target audience will find value in it, or do you create targeted communications with a select few and hope that your conversion rate is high?
Socedo is built to help our customers engage with targeted audiences who find value in what they do and in their message. Now, with multiple accounts, our customers are able to send different messages to different groups for a higher degree of specialization while still engaging a great number of leads.
But what do you do with it? Who do you target? How do you change your message to each group? That depends on the nature of your business, but here are a few options on how to integrate multiple Socedo accounts into your marketing strategy:
Multiple Twitter Handles
Even if your company doesn’t manage multiple handles under one brand, your team can still reach prospective leads with multiple accounts. Everyone has their own personality and their own niche of expertise. Each member of your sales or marketing team can utilize their personal Twitter handle with their Socedo account to send a targeted message or offer to the market they specialize in.
Of course, if you don’t want multiple handles communicating with the same lead, we allow you to automatically cease from sending a direct message to a lead if someone else on your team engages with them. However, if you want multiple soft touches to the same lead to warm them up, multiple accounts will allow that to happen.
Target by Location
If you have a geo-specific product or offer, you can use different accounts to make various targeted offers using the same Twitter handle.
For instance, let’s say you rent office spaces in various cities. Simply use each account for a different city (or even different neighborhoods) for targeted campaigns that all speak to your brand. You can send each campaign to a different signup page or connect them with a geo-specific salesperson. Your salespeople will love getting leads specific to their area, and your engagement rate will go up when your message truly speaks to the needs of that market.
Target by Job Title
So you’re marketing a product that is useful to people in the same industry that have different perspectives. Maybe they’d use your product in different ways. Great! Create multiple accounts (again, from the same Twitter handle) that speak to the perspective of each target position.
Because Socedo also scours data from LinkedIn, you’ll be able to see their job title both in the lead pool and in the data export offered.
Utilize Different Strategies
This is an interesting approach we have found very useful. You can use different accounts for different types of campaigns. These can be done using different Twitter handles or, when appropriate, the same handle. Here are a few different strategies we have suggested to clients:
Targeted and Broadcasted
Let’s say you have a product that speaks to a certain market, but you also have an event coming up that is only applicable to a specific segment. Use one account to continue bringing in leads for your product, and use another account to target the event segment and send invites.
Let’s do another example: Your product team created a new feature that’s specifically useful for enterprise-sized businesses. You can promote the feature through a piece of content (a video or whitepaper), then give access to the content through direct messages to specific leads who are defined as enterprise clients in your industry. You’ll bring in high-value leads through the enterprise content while filling the remainder of your sales funnel through the other accounts.
One feature that our clients use regularly is the upload account feature. This changes the first phase of the Socedo journey, the Discovery phase. Instead of using Socedo to scrub Twitter for your most valuable leads, you can upload leads via a csv file or even your Marketo account. We’ll use your data and connect with Twitter, then weed out which leads aren’t active, filling your funnel with leads who may need reengagement. Because they’re already on your radar, the message to these leads won’t be introductory. Instead, try opening a conversation by asking a specific question.
The sales process can be long and arduous, which is why we’re here to help. By automating various communications for various target markets or sales funnels, we can make your lead generation more personalized and efficient. Give Socedo a try today.