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Bluewater Blog

11/02/2010:  How to Use Social Media in Your Integrated Direct Marketing Campaign


Since emerging as both a trend, as well as a great new marketing tool, social media is used to share more information than ever!  Some businesses prefer to use social media as a retention tool, while others prefer to use it for new customer acquisition efforts.  No matter where social media fits into your marketing plan, it’s another great, low to no-cost tactic you can add to your integrated direct marketing campaign!  This post will address common direct marketing tactics, and how social media can enhance the effectiveness of each one.


If you’re using…

Direct Mail

•    Consider a temporary change in your Twitter background or Facebook profile page and utilize the same creative theme as your direct mail piece.  This will forge a visual connection for targets that are exposed to both tactics and will strengthen their impact!
•    Post status updates about your direct mail campaign before and after your targeted mail date.  Giving your social media followers a “heads-up” that they will be receiving your mail piece increases the chances that they’ll keep an eye out for it.  Sending a “Did you receive your coupon” status update can prompt non-recipients to inquire about your offer, and will remind those who did receive the coupon to take advantage of it!

If you’re using…

•    Similar to our direct mail tips, you can also post status updates that will remind your E-mail marketing recipients that they are about to, or may have already received your offer.  Including a coupon or discount code will definitely increase your response rates.
•    For your social media followers that may not have made your E-mail marketing list for one reason or another, considering implementing a separate landing page on your website or Facebook page (or even some fan-only Facebook content).  If they haven’t received your offer, but are intrigued by your status updates, you’ll have a great place to direct their attention, as well as another tool to help boost the success of your campaign!

If you’re using…

*Due to the bad reputation telemarketing has gotten over the years, this will work best if you contact current customers who have willingly provided you with their information.
•    If you are going to call customers that follow you on social media before your mailing goes out, let them know prior to calling via a status update or a direct message.  Your announcement should be short and sweet, just letting customers know that you will be making quick courtesy calls over the next few days. On the call, you can keep it brief by sticking to three points: a.) that you appreciate their business, b.) inform them of your offer or promotion c.) ask if there is anything else you can do to improve their experience.  You’ll not only get feedback by doing this, but these little things will go a long way with your customers to show how important they are to you!
•    Depending upon your customer base, this may also be a great opportunity to cross-promote your social media following.  You know your customers better than anyone, so if you feel like they will respond well, consider asking if they are currently using any social media sites when you call.  You can promote your campaign and increase your “fans” in one phone call!

If you are using…

Text Messaging
•    Text message marketing is on an opt-in only basis, in accordance with the CAN-SPAM Act.  Increase your opt-in text marketing list by including status updates or messages that lets your followers and fans know they can take advantage of your special offers by opting in. (Text marketing providers will assign you an individual code, so you can tell fans to “Text Bluewater to 54321,” for example.)
•    Consider sending status updates or direct messages to your fans or followers before and after your promotional text message has been sent.  As with most marketing tactics, some recipients may skip over your message, or accidentally forget about it after receipt, when they really would have redeemed it.  A reminder never hurts!

If you are using…

Online Advertising
•    Try social media or PPC (Pay-Per-Click) ads.  These marketing tools are a very viable option for many businesses, because they are more targeted to not only your current fan base, but other eligible demographics who may not be fans or followers yet.  They are also super cost-effective; you can typically set your own budget by choosing the maximum amount of clicks you want to pay for each day.
•    Whatever link you are using to “click through” in your social media advertising (sometimes it is a special landing page, sometimes it is simply your company website with the updated content about your promotion), enhance your hits by sharing the link to your current followers or fans, and asking them to pass it on.  This will work especially well if your offer includes a coupon or discount that is flexible and appealing to a wide audience.

Here ends another Bluewater Blog post, we hope you can take away some of these ideas to help you team up with social media to enhance your direct marketing campaigns.

How have you used social media to boost the impact of your other marketing efforts?

About MaKenzie Wangsness
MaKenzie Wangsness

MaKenzie is Bluewater's Digital Marketing Manager. Spending several years in sales and marketing roles at a local franchise level, MaKenzie has a unique appreciation for bringing big brand power to the local level. In her spare time, MaKenzie can be found near good food (in Minneapolis restaurants or her own kitchen!) or spending time with her awesome husband and baby daughter Jovi.

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