There’s been a lot of buzz about content and inbound marketing. While Hubspot has a great breakdown of what inbound marketing is, it doesn’t spend much time telling you what to do once you build your e-book or white papers. That sentiment is echoed in a lot of blogs that do a good job explaining the importance of content and inbound marketing, but not about how to get your content to a relevant, targeted audience. The “build it and they will come” approach might work for some, while others might have to spend considerable budget advertising their landing pages. This article will describe how to use proactive social media outreach to drive targeted potential customers to your landing pages at a low cost.
Before we jump into this, lets quickly go over what a landing page is. It’s simple: a landing page exists with the sole intention of collecting your customer’s information. That means it’s a webpage that has a form that allows for your potential customer to convert by having them fill out this form with their contact information. As content marketers, we know that we need to put together e-books and white papers with enticing offers. A landing page enables us to record the lead. Thus, it’s an inbound lead. This means that instead of you cold calling them, they’re coming to your landing page and filling out your form. From there you’ll call them or their information will go into a nurture marketing campaign and they (the lead) becomes warmer.
Unfortunately, the mindset still exists that if we build a great e-book or white paper, we just have to wait for our target audience to find this really valuable information – valuable information that we’ve put a lot of time and resources into creating. How will that target audience find us? Through Google and our one post about it on social media, of course! Wrong. If only it was that easy. Unless you have a huge following on social media, it’s difficult to rely on this resource to be the sole driver of prospective clients to your landing page. You could run some Google Adwords against it, but that costs money. Or you could go and look for people on social media who are already Tweeting and posting about a similar topic.
Sending out your call to action to people who are already thinking about that topic means there’s going to be a high likelihood of them converting, a much higher likelihood compared to waiting for them to find your landing page or cold calling potential customers.
Here’s an example: Heinz Marketing is a user of Socedo. They have a set of offers and landing pages. Heinz Marketing uses Socedo in order to find people who are talking about a specific area relevant to their promotion by using our discovery engine. From there, they follow this target customer, and when this lead follows them back, s/he is sent a direct message promoting a landing page/offer specific to the prospect’s original Tweet. This is where social outreach + content marketing = success. Social outreach is just that, finding who is in your topic area and engaging with them, the only addition being that you’re bringing them to a landing page where you can collect their contact info and where they can download valuable content.
We know that approaching people on social networks can be intimidating. That’s why we recommend building a template using keywords. These same keywords will help you when using Twitter search, LinkedIn groups, Quora, or Socedo in order to find your target audience. Then you can send them a message along the lines of: “Hey, we saw you were Tweeting about budgeting for 2014, we’ve created an e-book about trends for 2014 and thought it would be helpful.” It would also be beneficial if you used the word free, when applicable. As always, try one message template and see what reaction you get, how many click-throughs, etc. Then try another.
By actively seeking out users who are already engaged and interested in the conversation directly related to your promotion, you’re aggressively going after those who have a much greater chance of becoming real leads. Using Twitter search or Socedo, which is fully automated, you’ll be able to discover potential customers who will value your white paper or e-book and willingly click through to your landing page. It’s really that easy.