This blogpost is extracted by Charing Kam from our new eBook, How To Segment And Nurture Your Social Media Followers.
You can nurture your social contacts based on their interactions with your brand and general interests. HubSpot enables you to add social contacts to specific email lists, so that if you spot any patterns in the way they consume and share information, you can instantly leverage that knowledge. For instance, see which of your contacts clicked on a given post and follow up with them with an email on that topic!
1) Share The Right Content With The Right People
The problem with followers on social media is that you cannot measure the extent to which these fans are actually engaging with your brand. You don’t know the specific people interacting with your updates. Allocate a few hours weekly to discovering these people. Look at who is retweeting and commenting on your content, and cross-reference that with your contacts database.
HubSpot’s new social media tool allows you to click on any social message you’ve sent and see exactly who clicked and/or shared it. (You can even dig deeper and explore the number of leads and customers that resulted from that effort.) Now, instead of sending mass email blasts, you can directly contact and nurture those leads who are actually interacting with your brand.
2) Send Product/Service-Oriented Emails
When it comes to email marketing, your boss most likely wants you to send communication about your product or service. Meanwhile, as a marketer, you likely want to email broader lead generation content in order to boost engagement. Fear not - there is balance between the two, and it comes down to segmentation. When you monitor the people who engage with your social media content, separate them into groups and allow those interested in your product/service to receive more communication about your special deals.
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