Last week, our team proudly announced a new Socedo feature: the Organic Lead Export. This new data export finds warm leads who interact with your handle by mentioning, retweeting, replying to or following your handle on Twitter, and downloads over 50 available data points on each lead.
Rather than buying email for “targeted” leads with no context or relationship, you can now download a list of email addresses along with enough data points to help guide your communications and sales strategy.
But how do you download the leads? What data is necessary? How do you interact with each type of lead? We’ll show you how to interact with followers via email, Twitter or LinkedIn to build a relationship that is truly valuable for both of you.
First, we’ll run through how to pull the data straight from your Socedo account. It’s really easy:
- Go to the Lead Export tab in your Socedo account.
Option A: Sync with Marketo or Salesforce
If you use Marketo or Salesforce to track leads, this is your best option. You get all the information of a csv download, and each organic interaction on Twitter is automatically uploaded to your Marketo account, so you’re always aware of the latest point of communication.
If you choose this option, you can still use the strategies listed below to send personalized messages or start a conversation with influential leads. Just skip down to 2. Organize Data, Reach Out for communication strategies.
Option B: Download CSV
If you don’t have Marketo or Salesforce, no problem! You can still download all the data points you need and use them for personalized account-based marketing as a larger scale. Here’s how to gather your data:
- Choose the date range you want to export into your csv file
- Select Discovered and Organic leads or just Organic
- When choosing data points, be sure that in addition to data points you require for reporting, the following are selected:
- o Email address
- o Twitter handle
- Twitter bio
- Engagement status
- Job title
- Number of brand activities
- Relevant tweet
- Klout score
- Approx. employee count
- Company overview
- Company website
These data points will help you create personalized campaigns based on your followers’ industry, company size, geographical location, conversations, and/or interaction with your brand.
- Hit the Export button. The data will be sent straight to your email.
2.Organize Data, Reach out
Once your data is downloaded, open in a workbook (Google sheets, Excel, or whatever you have access to). This may sound strange, but copy all the data and paste it in four different tabs or sheets. This way you can create a few different lists using the same data.
Here are some lists to create and what to do with them:
· Interacting Followers: Low Hanging Fruit
These leads are a little more than warm… they’re red hot. They already know who you are and have retweeted, mentioned you, or replied to tweets from your handle. All you have to do is do a little research, then reach out and present an opportunity to convert.
In one tab, sort leads by number of brand activities. Look at the top 20 leads and highlight ones with the highest number of followers and/or Klout score. Then check their relevant tweet and Twitter bio.
For followers with an impressive number of followers or a high Klout score, you want to treat these people like influencers in your industry (as they might be!). Before reaching out to these people, check out their tweets, website, and blog. Know what topics each lead specializes in before starting a conversation. Even if these leads don’t become customers, starting a relationship with them is essential to your brand. Simply emailing them asking for a conversation or sharing content that’s relevant to what they share can be valuable.
For leads with a slightly lower follower base, shoot them an email based on the content they engaged with. This can be something without a conversion like, “Hey, I see that you shared my blog post, ‘Socedo’s Guide to Inbound Marketing Part 4: Landing Pages.’ Have you read ‘Socedo’s Guide to Inbound Marketing Part 2: Social Media’? If not, I hope you’ll give it a read. I’d love to hear your feedback!”
This may sound like a lot of manual work, but if you do it right, you can automate everything. Delete everything in that tab except each leads’ email address, name, content they shared, and relevant content to suggest. Then simply create spaces in your email that source the information on the sheet.
For a more direct approach to conversion, the email can communicate how the piece of content they shared feeds into an overall strategy that your product supports. The conversion, instead of feeding to a homepage, should be to just hit reply or start a conversation in another way. The leads that interact with your handle may be more interested in figuring out if your product is a good fit before they convert. It’s your job to accelerate that process by asking questions about their company and starting a more personal line of communication.
This process can be easily automated through tools such as Salesloft, Outreach.io, or in complete marketing stacks such as Marketo, Hubspot, or Pardot. Stay tuned to the Socedo blog for the complete guide to using your data export within marketing automation.
· Targeting high value leads
Find enterprise-level leads that follow you on Twitter and are in the exact industry and job title you’re looking for. These are high-value leads that need special attention for conversion, but it’s worth it. Test out a few ways to start communication (LinkedIn message, email, DM, or even cold call) and see which one works best. Here’s how to organize your Socedo data to find industry leaders:
In another tab, sort data by approx. employee count. Delete or hide all leads from obviously irrelevant companies. Look for relevant companies first, then job titles you target. Be sure to compare their Twitter bio to their LinkedIn summary to ensure there’s not a disconnect, as one might be out of date. If this is the case, our recommendation is to compare the email address to both pieces of data to see which one matches.
Pro Tip: The secret to any great account-based marketing campaign is research. The more research you do on any person, company, or industry will help you. Know their location, mention the skills or specialties they show on LinkedIn.
For leads that match the companies you want to target but not the job title, shoot over an email thanking them for interacting with you on Twitter. State that you could provide real value to their company, and ask for them to forward your email to the correct person to contact.
For leads that are in the position you seek, thank them for interacting on Twitter and ask for a conversation on the phone. Your first email should simply be an introduction to yourself and your company. Show off the research you’ve done and state how your product can help their company specifically. At the same time you send the email, ask to connect on LinkedIn (but don’t send an InMessage yet!) Save the social proof and whitepapers for the second and third emails (scheduled a few days or a week apart). If you get no response after three emails, try one last time, stating that you know they’re busy, and if they care to reach out, you’d love to schedule a conversation whenever they’re ready.
· Connecting with Influencers
We mentioned reaching out to highly engaged leads with a high Klout score or Twitter following, but this is the big leagues. These are people who have followed, retweeted, replied to or mentioned you and have some serious power in the social media world.
In your third tab, sort leads by Klout score. Again, the more research you do right now, the better off you’ll be. Check out their Twitter following and ratio of following to those they follow. Also look at their replies. Who are they talking to? What do they talk about? Be sure to look at their LinkedIn profile and company and/or personal website. Who do they work for? What content have they published? What’s their expertise?
After doing all this research and keeping your own marketing or outreach goals in mind, your communication strategy should be pretty clear. If it’s not, then simply use your knowledge of the influencer to create a personal connection.
Keep in mind that this could be done through email, though with influencers you may be better off writing a DM. Test various channels with different influencers. Also keep in mind that influencers are approached on a daily basis, so you must provide value to them in order to really open up a conversation. You can do this by providing original content for their blog (pitches are okay, but fully-written posts with images are stellar) or providing a free trial of your product just for them. Be sure that your offer relates to their focus and their goal.
Your highest priority when communicating with influencers is simply to start a conversation. Talk about what they talk about on social media or the latest trend in your industry. Ask their opinion about something or just give them high-quality content. Influencers are in their position through human interaction. So interact!
These three email strategies are just the tip of the iceberg. When you download your leads from Socedo’s Lead Export page, try filtering by different data points and see what leads provide the most value. Your business in unique, and so are your leads. Use them wisely, and remember that the most important goal is to simply start a valuable conversation. And if you find other strategies that work for you, please tell us! We’d love to hear how the Organic Lead Export works best for you.