Page 262 - Duct Tape Marketing

Turn Prospects into Clients and Clients into Partners with an Advanced Education System

6. Enable sharing.
Since you’re playing in the social space here, make sure that people

can tweet that they just got your awesome information or that they
“Like” your landing page. You can use social media plug-ins to make
this easier on WordPress or static pages. Most of the landing page ser-
vices make this available as well.

7. Personalize follow-up.
Once you’re captured permission, you can really ramp up the per-

sonalization by using a service like Flowtown to add in lots of social
media data about your landing page visitors. Flowtown can integrate
with e-mail and landing page services to create customized follow-up
based on the e-mail address and social media graph of each person
who signs up for your free information. Flowtown uses Klout (http://
klout.com) scoring data to rank the social influence of each person.

You can create campaigns for people who are most active on
Twitter or Facebook, or you can also create a scoring system that noti-
fies you when a particularly active or influential social media user
enrolls. This type of approach might kick out a list of prospects for a
live salesperson to follow up with.

While setup of this system may take a bit of work in the begin-
ning, once you have all the moving parts automated, you can focus
on content creation while using social media sites as both an inbound
and outbound lead generation and conversion platform.

A Word about the Invoice

Not all companies send invoices to their clients, but most do. Remember
what we learned back in the foundational first section of this book?
Anything coming out of your business that touches your customer is
performing a marketing function. Treat your invoices as though they

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