As marketers, we think about campaigns and integrated promotions, but I am often surprised at the SOUR non-practice of leveraging other mediums to drive email communications and coordination with these tactics. The biggest miss in opportunity is between email and social, specifically Facebook.
Social can and is used as a lead generation tactic, but it also does well as a branding and awareness medium. Targeting there based on look alike audiences or against your targets or other interest areas can get prospects into your pipeline at an early stage.
I have said many times to my teams over the years that it is our job to get our prospects to raise their hands as early in their customer journey as possible. This gives us more opportunity to craft the customer experience from start to finish in a more personalized way. At the same time, this helps push the competitors out.
So as we think about social for brand building and email to personalize the communication and drive conversions, I wanted to look at some of those businesses I've been watching over the past four months to see how well they are driving their prospects from social to email and visa versa.
We will take a look today at:
First, Pulte does a SOUR job of pulling prospects in early in the process with limited "sign up" engagement and a focus on end of the funnel - getting them into the model center.
Their emails do have the ubiquitous set of links for social media on the bottom of their communication, and you can link there to, for example, their Facebook page which is totally generic, not market specific or having any relevance for me, the prospect who just linked from an email about a specific community in a specific market.
Also, one of the big misses that I see frequently is no links back to get email sign ups. Really SOUR - their "contact us" link on their Facebook page takes the user to a service repair request - really? What does that say about them?