A while back I wrote a blog post about taking care of the way you present your brand online before you start an email outreach campaign. In this one, I wanted to build on that idea. I prepared a little guide for you on strengthening your brand by working hard on your social media profiles.
As I said in the previous blog post, having a well-defined social media presence will strengthen your cold email outreach efforts. Prospects are sure to google you if they find your cold email interesting. They will check out your website for sure.
But did you know that YouTube is the second largest search engine? What about Facebook? Have you ever used it to find a business? I can say I did. Instagram, on the other hand, seems to be more in a B2C realm. Nonetheless, consumers are influenced by the stuff they find there too. What about Quora? The Quora questions rank very well in Google, so it’s worth to give it a shot.
Conversely, a lousy social media strategy can hurt your cold email campaign. It’s not enough to have a top-notch cold email template, highly personalized mail merge fields and a very precise targeting. You need to tend to your online presence in order to gather the response rate you hope for.
Email is an uber-personal, 1-to-1 communication channel. I think this is part of why many write off cold emails as spam and refuse to try that lead generation technique. Email feels intrusive. A leaflet-like cold email is particularly annoying. That’s why when prospects read something that piqued their interest, they want to get to know the sender to check how they found their email address.
Now, I’ll go from platform to platform and try to explain how to make a strong impression there. Let’s start with Twitter.
Twitter is a good place to start doing social media, especially when you’re targeting US businesses. Set up a profile, upload a company logo as a profile photo and write a quick note about your business. You can use hashtags to describe your tool. Upload a header image.
Previously we had a photo of the whole team in the header. We wanted to show a human side of our startup. Currently, we’re working on unifying all the headers in our social media channels. That’s why we uploaded a black graphic with a simple call to action “Follow to get cold emailing know-how.” We have an almost identical header on our Facebook profile.
Every one of our team members has a Twitter profile. Some are more active like Kamila, our office manager, some has recently joined the Twitter tribe, for example, our Customer Support new hires.
What can I post on Twitter?
We use Twitter for spreading our content, mentions, and of course, talking with our customers. We also use it to share articles we found some value in. We focus on articles about cold emailing, customer success, lead generation, and SaaS companies.
I use two tools to manage Woodpecker Twitter account.
The first one is Buffer. I schedule tweets via Buffer and monitor the performance of those tweets. When I don’t have time to post something on our account, I do it a day or two days before on Buffer.
The other app we’re still trying out. It’s Quuu, a tool that chooses articles from its database and posts it on your Twitter page using your Buffer account. When you’re on a free plan, the tool posts two articles per day. You just pick general topics you want the articles to be about. And that’s all. As I prefer to have control over Woodpecker Twitter account, I always review the articles before they get posted. But they go out automatically, so you don’t have to do that. Quuu is a great time saver.
Another feature that Quuu has is promoting your content. It’s a premium plan feature. You can upload your article to Quuu and it will distribute your content to Twitter accounts. We’re not using it at Woodpecker, but a few well-known websites distribute their content that way.
Tweet about the topics that are related to your business and your company. If you’re a person who sends cold emails at your company, make sure your private Twitter is well-taken care of too.
Woodpecker set up an official fan page a few months ago. We still fresh and don’t have many likes. There still works to be done in that department. Nevertheless, we have many positive reviews to the number of likes ratio. So that at least boosts social proof for us.
How can I polish my Facebook fan page?
You can start by updating your about page, adding a profile image and the header one, nothing new here. However, when it comes to Facebook, you can add additional tabs to the left-hand menu. You can add your Instagram account, MailChimp newsletter signup form, and some more things.
What I like best about fan page is the article “About the company” that appears on the right-hand side, next to the number of likes you get. It’s the spot where you can write a personal note about your team and what you deal with. I used it to tell a Woodpecker story, using Cathy’s old blog post. Some note on how everything started, how we came up with the name and logo. I plan on switching the illustration into a team photo.
We also have a private group that’s linked to our main fan page, so that anyone could find it easily. Some companies have private customers group where customers share their experience. It’s a good strategy to add to the way you do marketing. Especially now, when fan pages lost their reach.
I use our fan page to spread our cold emailing intelligence. I think that no matter what you post there, your profile should look full and active. You can see Woodpecker profile here.
That’s a new addition to Woodpecker social media strategy too. We don’t have many subscribers, nor do we have a lot of videos uploaded. Just one of the first webinars we did, customer reviews, and app intro.
But what I did is I searched through YouTube to find interviews with our CEO, Matt, and customer reviews we got and created a couple of playlists. So now we have 5 playlists I keep an eye on. You can see them here. Browse YouTube, maybe some of your customers reviewed your service or mentioned that they use you. As I said before in this post, YouTube is the second largest search engine.
A great strategy would be to produce some vlogs as Drift does. That’s actually an example of a well-managed YouTube channel. They have different vlog segments divided into different topics and hosted by different employees. Brand24 also has a well-polished YouTube channel. Their CEO has his own YouTube video blog too. Think how you can implement their strategy at your company. The videos don’t need to be long, nor amazing quality, to be effective.
That social media channel is the one which sparked the idea to write this blog post. I spend a lot of time on Quora. It’s a social media platform that has been gaining ground for some time now. It comes at a cost though. In its nascent stage, it was a community of people who loved pouring their heart and soul into answering questions. The number of questions skyrocketed.
There are so many questions that it’s hard to focus and spend some time on giving in-depth answers. Yet, a thoughtful answer is what is the most valued on Quora. It will get more attention than a slobby pack of answers. It will also be upvoted by the Quora users the most and placed at the top of the page. That’s why it’s worth to put some time when answering a Quora question.
How do I start with Quora?
Set up an account on Quora, write a short profile description. Follow topics which you can share your expertise in and start answering questions to the best of your abilities.
Write your Quora answers the same way you’d written a blog post. Give it a logical structure. Start with a short introduction and cover around three points. There are some editing hacks you may use to make your posts nicer looking. Your paragraphs should be short and coherent.
You can link to your website or blog. But don’t treat Quora as a link amalgamator. Nobody in the community will click on the self-promotional link. The link has to fit the context.
Don’t post answers with external links only. That has never worked well. There are cases in which an aggressive link posting resulted in the user being banned.
If you want to use Quora to target the people on there, read this blog post:
Although podcasting is not a social media channel, it’s worth mentioning here. Podcasting is a great way to boost your image online. And podcasts, in general, are mushrooming throughout the web. Loads of people prefer to listen to a piece of content rather than spend time on reading it. They can then multitask.
Podcasting can reinforce your authenticity, after all, your prospects can hear your very own voice when they’re listening to the podcast you produce. It’s easier to build rapport with the prospective customers through your voice than written content.
Some great podcasts are The Startup Chat, Masters of Scale, and SaaStr. With today’s technology, you don’t need a lot to produce a great quality podcast. You don’t even need a website. Record it, upload it on Soundcloud or even on YouTube and you’re all set.
I wrote this blog post to extrapolate on the points from the other blog post on auditing your brand online presence before doing an outbound email campaign. Prospects are bound to type your brand and you into Google and what they find should put you in a good light. You should appear to be a genuine and reliable business professional.
If you mismanage your social profiles or neglect them, it may unnecessarily sabotage your cold email campaign. No matter how hard you worked on your col email template.