Marketing

Where Are All The Social Media Followers?

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Where Are All The Social Media Followers

In our latest research – How The Largest Australian Organisations Are Using Social Media, we uncovered some interesting insights. One of the biggest was the number of followers across each social network.

In a tally of the total numbers of followers for 500 of the largest Australian organisations we found that Facebook has in excess of 4.4 million followers and 5 times the total following of Twitter, 10 times the LinkedIn following and 88 times the YouTube following. The variation between all networks is huge and Facebook has a huge lead with 3 times the following as the other networks combined.

This gives organisations something to think about when considering their approach to social media. Before using Facebook, Twitter, LinkedIn or YouTube, an organisation needs to understand which networks their audience use and why. A primary purpose of organisations using social media is to engage with their audience and the size of that audience may be hugely variable between the different networks, so choose wisely.

GDPR: What now for gated content in B2B email marketing?

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GDPR: What now for gated content in B2B email marketing?

The scare-mongering is over, the GDPR deadline arrived and nothing terrible happened, except for our inboxes being flooded with privacy policy updates, which was awful for all concerned.

So, now we can all move on in a positive way, within this new GDPR framework, but how does it affect email marketing and specifically, gated content?

Can B2B marketers still use gated content to gather leads for email marketing?
This article addresses B2B email marketing and does not apply to B2C due to the way in which businesses can rely on ‘legitimate interest’ instead of ‘consent’. If you can show that people are being contacted because of their job, not who they are and that they need your product and so may be interested, there are possible grounds for legitimate consent. Check out Seven things B2B marketers need to understand about GDPR for more about legitimate interest.

There’s no denying that email is the undisputed king of B2B Marketing and the best lead generation tool for ROI. In fact, The Marketer email tracker 2018 report found email marketing’s return on investment (ROI) is £32.28 for every £1 spent, up from £30.03 last year.

Gated content has always been a fantastic way to build a B2B email marketing database. Both, the company and the B2B consumer know how it works: useful content, whether blog posts, video, or other resources, are shared in exchange for contact details and further marketing as payment.

This can kick-start the lead generation and sales process, both getting people interested in your products through your content and giving you the means to contact them later.

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Flights for $1 – wow! Or is it just my smartphone shortening your subject line

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Flights for $1 - wow! Or is it just my smartphone shortening your subject line

Today I received an email from a travel agent, and it perfectly illustrated a point that a copywriting friend of mine mentioned just the other day.

Because a smartphone will typically only display the first 25 or so characters, marketers and copywriters have to work even harder than ever to make a subject line impactful enough and make the reader want to open their emails.

So perhaps this was an intentional attention-grabbing subject line, although I don’t think so…

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