3 Highlights From the ‘Conversion’ Twitter Chat

By Eloqua

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Our third #Eloquestions Twitter chat saw Arpine Babloyan, Sr. Manager of Online Demand Generation and Lead Management at Avid, help modern marketers around the world tackle their challenges. On Friday April 25, she gave tips on effective marketing Conversion - the third of Oracle Marketing Cloud’s 5 tenets of modern marketing.

It was a success - with 85 unique mentions and, according to Social Mention, 78% passion! For our fourth #Eloquestions Twitter chat, Arpine handed the baton to fellow Topliner big-gun Dave Liloia, Director Sales Operations and Marketing Automation at Vertafore. You can ask him anything about the fourth tenet of modern marketing, Analysis, on Friday the 30th of May at 4pm GMT/11am EDT. To get involved, follow and tweet your questions @dliloia including our unique hashtag #Eloquestions.

Here are some highlights from Arpine’s chat:

1. Conversation is also Conversion.
Everyone was talking about using social media for conversion. @dann-montgomery asked Arpine for tips on promoting content on Twitter without sounding spammy. She was advised that the same piece of content can be pushed daily – if you ‘promote different ideas from the story and post other things too’.

@ItsAhmedAhmed asked if it’s ‘still true that social isn’t for selling’ – and received the tip that marketers should try to provide ‘advice and engagement’ on social media, but not ‘sell aggressively’.

The traditional rule of thumb is ‘80/20′ – in theory, community managers should spend 80% of their time building conversations, and 20% of their time building their brand. But perhaps that’s too simplistic… @Bekki_MarieTP asked On social, what % of my time should be spent on posting pictures of cats compared to trying to get actual conversions?’ Arpine’s response? ‘Even with awareness in mind, you would still have a conversion goal – it may be a response vs. sale’.

2. A prospect’s just a customer you haven’t met.

@kristinconnell @Eloqua AdFocus is an idea that worked well for us – here’s the success story http://t.co/oggt7V7fYr #Eloquestions

— Arpine (@Arpine) April 25, 2014

@Techwriteuk #Eloquestions Awesome question and honestly there isn’t! If it is a promo emai, you only have 2 seconds to get their attention

— Arpine (@Arpine) April 25, 2014

Our Modern marketing charts (which summarise data from over 100,000 Oracle Marketing Cloud users worldwide) show that companies which have cracked ‘Dynamic content’ – automatically personalising the ads and blogs promoted to prospects depending on their profile – can improve conversions by 50%.

@durmantyler asked Arpine to predict the ‘next big trend for marketing automation’. She chose ‘Account based marketing’ (where organisations create personalised marketing campaigns for key individuals) and ‘Multi-channel nurturing’ (where prospects and customers are targeted through multiple channels such as email, social networks and dynamic online ads.) Both strategies require sophisticated marketing automation techniques.

3. You’ve got two seconds to get attention…

@Techwriteuk #Eloquestions Awesome question and honestly there isn’t! If it is a promo emai, you only have 2 seconds to get their attention

— Arpine (@Arpine) April 25, 2014

@Techwriteuk #Eloquestions if it’s a newsletter they subscribed for, they expect a lot of info and will be happy to read (content is king!)

— Arpine (@Arpine) April 25, 2014

@Techwriteuk Even for a newsletter, include paragraphs and link to “read more” for full story, so they can choose what to read #Eloquestions

— Arpine (@Arpine) April 25, 2014

Arpine had some more great email marketing tips for @petejwinter:

  • ‘B2B folks typically read emails during the day, while B2C do it after work’
  • According to @MailChimp most mail for B2B customers was opened between 2pm and 5pm’
  • ‘Sending an email early in the AM so your prospects come to work with your email waiting for them is worth a try’

Of course, Arpine pointed out that there’s no substitute for A/B testing – but these are great starting points.

Join the next Twitter chat with Dave Liloia, Friday the 30th of May at 4pm GMT/11am EDT. Follow and tweet your questions @dliloia including the unique hashtag #Eloquestions. Don’t miss out!
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@Techwriteuk Even for a newsletter, include paragraphs and link to “read more” for full story, so they can choose what to read #Eloquestions

— Arpine (@Arpine) April 25, 2014

Nearly all our Twitter chatters asked questions about conversion on social media. But according to our Modern marketing charts, although social media referral traffic is rising sharply (331% same quarter YOY), email marketing is still the best source of referral traffic.

Arpine had some more great email marketing tips for @petejwinter:

  • ‘B2B folks typically read emails during the day, while B2C do it after work’
  • ‘According to @MailChimp most mail for B2B customers was opened between 2pm and 5pm’
  • ‘Sending an email early in the AM so your prospects come to work with your email waiting for them is worth a try’

Of course, Arpine pointed out that there’s no substitute for A/B testing – but these are great starting points.

Join our next Twitter chat with Dave Liloia, Friday the 30th of May at 4 p.m. GMT/11 a.m. EDT. Follow and tweet your questions @dliloia including the unique hashtag #Eloquestions. Don’t miss out!

3 Highlights From the ‘Conversion’ Twitter Chat is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing

Source: http://feedproxy.google.com/~r/ItsAllAboutRevenue/~3/QvEGWt73EY4/