Social Media B2B

With all the recent talk about cutbacks in the US Postal Service due to reduced volume of mail, this seemed like a good time to look at ways to use social media to make your B2B direct mail more effective. Direct mail makes up 52% of mail in the United States and according to a Marketing Sherpa survey, 22% of B2B marketers called direct mail very effective, while another 57% responded that it is somewhat effective. Here are four ways you can incorporate social media into your direct mail campaigns to make them more effective. The more creative you get in testing ideas to make your direct more social, the more likely you will improve your results.

1. Add Social Profile Names
Let’s start with the most obvious one and make sure you add your social profiles to your direct mail piece. Don’t just add a Facebook or Twitter logo, but include your company profile name. Don’t make your customers and prospects search for you online.

2. Add a Social Component
Rather than just letting customers and prospects know about your social profiles, make the offer itself social. If your offer includes a discount, add an additional discount for sharing the offer on social networks. Or include a supporting ebook with your offer that includes a registration on your Facebook page.

3. Create Shareable Landing Pages
When a customer or prospect receives your offer, they are directed to a landing page to redeem the offer. The best landing pages are those that have only one action for the visitor to do, usually filling out a lead form. After they submit the form, return a thank you page with share buttons on it. This will allow them to share the offer with their colleagues and social networks.

4. Post on Social Profiles
Support the direct mail by posting it on your social channels. It is easy to share emails on your company social media profiles, but it takes a little more effort to post your direct mail pieces. Take that extra effort and make sure you add campaign codes to your URLs to track which sites drive traffic to your landing pages. This will help you focus your social efforts for the next mailing.

What are some other ways that you have expanded the effectiveness of your direct mail campaigns using social media?

Jeffrey L. Cohen is the Managing Editor of SocialMediaB2B.com. Follow Jeff on Twitter at @jeffreylcohen.