How Instagram Fits Into Your Marketing Mix with Mailchimp’s Jason Maldonado

How Instagram Fits Into Your Marketing Mix with Mailchimp’s Jason Maldonado


Hi there I’m Cameron Uganec, vice
president of marketing at Later, and it’s my pleasure to induce Jason Maldonado.
He’s MailChimp’s senior manager of social media. It’s a pleasure to have you
here at LaterCon! So excited to be here yeah so I think what I really want to
talk to you about is one thing that MailChimp and Later have in common is
this belief that social can be a really powerful tool for small businesses. I
think the key for it to be that is that you need to have a plan you need to have
a strategy and you need to follow a full funnel marketing approach. And I know
this is something that’s really important to MailChimp and is a big part
of as you evolve and expand to being an all-in-one platform, so I’d love for you
to give us kind of the high-level context of what a full, full funnel
marketing plan looks like if you’re a marketer I think understanding a full
funnel approach is really, really important so you know we obviously
really support entrepreneurs, small businesses, and hoping to get them to
medium-sized businesses well. So you know at the very end of the funnel you know
the broad end of the funnel is a lot of individuals maybe prospects or maybe
unfamiliar with your brand. You really want to reach those individuals and move
them more to the center where they consider your brand, their interested in
your brand, they like your brand perhaps, and then really you want to move them
obviously to acquisition. They purchase something, they’re following your brand,
maybe they just enjoy your brand, or they recommend your brand once you get them
there. Then, of course, you want to continue to make them happy and keep
retention really high for them. For MailChimp in our all-in-one marketing
platform, we offer products that really can allow you to reach individuals no
matter where you are in the funnel and no matter where your business is whether
you’re an entrepreneur thinking about starting maybe you have started your day
one or maybe you already have a small business, you’re looking to kind of grow
or expand – how you can reach and sell to new users. Yeah I think once you
understand that interplay between different channels and what you’re
trying to do in terms of each stage of the funnel, that’s where you can start
really driving business results. Absolutely. And drive results that really
are aligned with your business goals as opposed to just vanity metrics on social.
And you probably don’t, I mean here’s the thing, a lot of the entrepreneurs or
entrepreneurs and small businesses I know, they’re not necessarily always marketing
individuals they don’t have a marketing background and so for them they just
have something they’re passionate about a lot of times or they have their
dreamers in many cases that are just really excited about something you’re
not expected to be a marketer MailChimp we have an amazing resource articles
that again span that entire funnel that allows individuals if you’re if you’re
not really aware to go in and read up and make yourself at least a little bit
more knowledgeable on how you can move from people from here to here which is
great I know MailChimp has gone through quite an evolution coming from an email
background but now really being an all-in-one platform for marketing so
what advantages do you see that presenting small businesses again
following that full funnel approach how can they use this concept now to drive
results yeah absolutely so mail and ship is a all-in-one marketing platform we
offer everything from landing pages to websites to social media ads social
posting postcards email of course and so when you’re a small business out there
you really need to have multiple tools in your marketing mix to move people
down from an awareness to consideration to purchasing and retention and so
having all of those tools in one space as opposed to having like 50 tabs open
and trying to toggle through multiple things is super helpful and it also
gives you like a condensed reporting which is great right so when you’re a
small business and you have limited money a little bit dollars to spend in
marketing being able to see how everything is working together in a
report single report is super helpful so that’s what we offer and small
businesses love it our path if I could give you a magic wand and you were able
to do everything perfectly you’re a small business maybe you sell t-shirts
online you have what would that perfect sort of full funnel strategy look like
what is that interplay between social and the other channels and email
specifically look like so if I owned this type of business which sounds
really exciting by the way I probably just I was inspired by your t-shirt oh
it’s a maelstrom t-shirt it’s one of our brand teachers from our pride event last
year which is awesome big shadow to our branding what I would say probably I
don’t have an email list I’d assume so maybe creating a landing page that tells
a little bit about my mic company and what we what we offer and
probably also connecting to like an e-commerce platform so I can actually
have a place to sell my product which would be super helpful from there since
I don’t have an audience an email list may be running social or digital media
ads to potentially bring in people right to my e-commerce platform or to my
landing page to start growing my email list so that really again is like the
awareness bringing awareness of your brand your products moving them to
consideration phase where they say love that t-shirt that’s awesome or love this
brand maybe I should sign up for their email newsletter so that way I can keep
following them and then hopefully because they love the shirts so much
they can kind of use their website and you know it’s other marketing pieces to
potentially move them to purchasing right yep no it’s great I know that you
might be somewhat limited in terms of what you can share about MailChimp
customers and their success but are there some brands just for yourself as a
consumer that you’re like they’re doing it right there they’ve got that right
balance of social and email on the other channels right yeah some of the brands
that I follow that do things really well there’s a brand called God we must and
they sell a lot of apparel and jewelry for both men and women it’s a phenomenal
brand they make sure that their emails are super tailored by like segmenting
their audience in the back end and probably setting like targeting messages
to allow an email a social media ad to speak specifically to a certain type of
individual so for me like I usually kind of see a lot of their social media ads
that are targeted to me and it has led to many a purchases yeah yeah yeah and
then there’s just fun lifestyle brands out there so one of my favorite guilty
pleasures within the social media space and they do great targeting is this
thing called a tiny chef I’m not sure if you’ve seen it oh yeah but it’s just
like a little dude and it sees not selling me a product he’s just selling
me like just be entertained and love this and the way I see promoted posts
from these into these individual pieces it’s just kind of magical
there’s also another brand that I think it does a really good job at like kind
of combining their targeting messages both whether it’s email Instagram or
social that brand is king of pops which is local to Atlanta I think they’re
moving out nationally as well I’m saying this because I’m currently on
and so all I can think about is sweets at the moment if anyone can relate out
there and all I want is one of their fudge popsicles and I feel like because
that’s all I want that’s all I see which is like their latest popsicle flavors or
in this case like hey there’s this one on Instagram like it’s yeah so just a
beautiful beautiful content which alright yeah
and so it’s building off of that can you share some best practices for how
Instagram can help brands achieve their business goals so I think everyone
understands it from for an awareness perspective and like conceptually small
businesses are are often using it for that but I think there’s so much more
you can do from from an Instagram perspective again if you’re following a
plan and the strategy and thinking about all your channels so what are some of
those back to best practices that you would recommend yeah a marketer released
like a data point this year that was talking about four brands that start and
have the majority of their presence online and sell it maybe one or two
products social media was by far from those brands their first year the most
important marketing tool and a lot of times it’s because they might only have
one or two products and so they will do Instagram ads especially if it’s like an
apparel piece or something that’s not terribly expensive that you can kind of
just buy an Instagram and know like okay I’m not breaking the bank with this
piece so running digital ads on Instagram to kind of a site itself is
huge the other piece of it too and where it’s thinking about like the full funnel
and the marketing mix as well is once you start to build up your audience
through a platform like MailChimp and you start to have a giant awfully big
sites email list you can take that list and poured it into Facebook and
Instagram and Target look like individuals so you know like I’ve got
this base of advocates that really enjoy me I want to find people like that right
so I’m gonna import my email list into there and then target other individuals
wherever you want to target to either find new followers find new customers
that’s awesome you can also just use this email us to
target your existing base on these platforms I think we’ve all heard the
expression like it takes like what like six to seven times to like hit a hit a
user with a message before it actually sticks and so part of that might be
sending your email sending social media pieces to to remind them of the email or
the new product that you just maybe unveiled her
Payne so there are multiple ways outside of just organic Instagram posting that
you can do targeted ads or include it in some type of like full marketing mix
approach one of the things that’s been key to our growth is that relationship
between social and our newsletter and and I think that maybe in the first
phase of social some people were even calling sort of the death the death of
email from a marketing perspective and that’s just not the case it’s may they
play they play well together and there’s a compounding effect I think on both the
community that’s happening on social and what’s happening on on email in terms of
being able to specifically drive that that lists that newsletter lists are
their tips that you have in terms of how you can use social to specifically Drive
a newsletter list or an email list the growth of it yeah absolutely so I think
you know having something as simple as like a signup form or Papa form is
really helpful on your site so that way you can use again social as a way to
bring awareness to your brand or product driving people to your site getting them
to sign up so that way they can continue the journey if they like your brand your
your newsletter we see individuals increase their list exponentially when
they do something as simple as this which is really really helpful
especially when you’re starting out so I think that’s a great way to kind of use
social to kind of build your audience you know within you know MailChimp or
another platform to perhaps build it and then take it out right and then be able
to use that list to market them on social to send postcards which we offer
to send you know email specific segments and pieces so there’s a lot of really
great great ways once you kind of do that so once you have that strategy in
place and you’re employing some of those tactics again I always want to stress
the importance of making sure that your metrics and what your goals are are tied
to the business objectives and the closer that you can do that the better
you’re gonna be able to see results and actually be able to measure ROI and get
more resources towards what you’re doing so in order for you to do that or for
other clients customers that you see what are the things that you measure
what are the metrics that are important to you from a social perspective
it really kind of depends on what your objective is I mean so if you’re
starting off and you’re trying to acquire customers and that’s an
acquisition play for you of course using social media to kind of drive clicks to
wherever you’re trying to get them to go whether it’s an e-commerce platform a
landing page or website so in that specific case I would recommend like
outbound clicks which is how it’s usually labeled like on the back end of
like Facebook and Instagram specifically I say outbound clicks because there are
different types of clicks you could potentially look at at metrics so as an
example if you have like a single post you could and I think the default is
just clicks and you might assume like I’m getting all these clicks but they’re
counting the profile click the timestamp click that click within the post you
want outbound clicks as that’s gonna show you people leaving the platform and
going specifically to the destination you want them to go so I mean if your
intent is like to drive acquisition I would say outbound clicks is a really
great one if you’re just trying to build awareness of your brand like hey we’re
here we offer this of course awareness and impressions is also there too but
you might be a small business that needs to start making an impact very quickly
so that way you can last a year to two years and start building up to new
spaces so I think it really kind of pens from MailChimp specifically when we ever
create like lifestyle pieces or things that just make people smile write to us
that’s about engagement reach yes is important but also our people commenting
with things like this is funny this is great thank you so much it provides like
a little bit of a break in their day from from everything else and then if
it’s something related to hey we just launched being able to publish on
Twitter or we just launched specifically websites and that’s where we’re really
looking to get people to learn more about that product so social is really
just an avenue for us to drive people to our website to learn more yeah one thing
that I try to stress with the team is that every touchpoint that we have with
a customer is an opportunity to build a relationship and I think that sometimes
through the metrics you kind of lose sight of the fact that we’re just
marketing to other people and there are human beings on the other side of that
screen and so that like that pressing of our heart button that means that you’ve
made some kind of connection they stopped these days yeah and they’ve
signaled that that’s that’s the type of thing that they like you know but that’s
true for social obviously it’s very obvious because they can connect
I think a platform like email as well as another opportunity to show your
personality as well to show that there there are humans on both sides of this
that we understand that our customers are are there and we’re empathetic to
what their challenges aren’t trying to help them but also that you know there’s
tailor behind our newsletter and she’s gonna write in our own tone tone of
voice right and have sometimes her own inside jokes that go at the end of write
newsletter that right sometimes I don’t understand but I’m sure some of our
audience gets it and if you’re doing that in email and in social media like
and you start to branch out to new other other avenues like postcards or maybe
you’re doing other digital ads I would keep that as a through branding
experience meaning like if you have these very personalized messages or
maybe tailor specifically like layers and puns or jokes in there you know your
user is probably going to become very used to that being an expectation so if
you send a postcard and it seems very like way to form we’re gonna seem on
it’s gonna seem off-brand so you’re gonna want to make sure as you
move into other avenues you kind of keep that joy listen yeah that really made
people fall in love with you and it is possible to do that I mean some of my
favorite things about MailChimp when we think about our marketing mixes there’s
a lot of hidden nuggets on our website so you may be reading an article and
then somewhere along the way there’ll be like some really kind of very just
simple joke or something that’s gonna make you smile to break up I think a lot
of the informative pieces that you’re digesting so well I think MailChimp is
one of the best examples of a brand that really understands empathy and bringing
empathy and design and emotive design I mean you guys really you wrote the
PlayBook on how to do that and you know your brand team is just amazing thank
you that’s very so in terms of a big theme of what we’ve been discussing and
that we write a lot about is this shift from away from vanity metrics away from
just seeing Instagram is something that may help you with buzz or awareness do
you have some key takeaways in terms of if you are a small business trying to
make that shift again the examples that you gave you know they’re past that
first phase they do have some followers now on social they have set up their
aesthetic they understand that they’re consistent but now they want to where’s
the money how do I drive business results from that what are the key
see you would share with those specifically for them with Instagram yes
yeah I mean I think again getting using Instagram as a way for people to fall in
love with your brand to visually see what your brand is about since it’s a
very visual platform and then getting them to go off to your website or to
your ecommerce platform I mean one of my favorite things that MailChimp uses
later for is the Lincoln bio piece that allows us to be able to post multiple
times click on that link and then be able to without leaving the platform go
to a series of pieces of content that allows that user to investigate further
an individual Instagram post again without leaving the experience in
breaking it up so I think that kind of like approach of hey we’re gonna use
Instagram again to bring awareness to get them excited to fall in love with
our brand to recommend our brand is gonna be something that then allows
individuals to go to I’m gonna go experience they’re calm or see what
they’re kind of the value that they’re trying to bring me and then again move
them to an advocate or maybe sell something I think one of the interesting
things for me and I take notice and especially in Instagram is I see a lot
of like before I actually commit to following a brand I see them for the
first time I’ll see is any of my friends following them is it’s a followed by X Y
Z X Y Z it’s it’s it’s like Instagram word-of-mouth or you know influencers or
authenticity and that’s super super helpful for me because then I see oh
so until Lexus brand they must be legit or I might like them to as well
Instagram is also really beefing up a lot of their shopping capabilities so
I’m about to go on a vacation which is why I’m dieting and really missing my
king of pops right now and it’s it’s a sea salt chocolate thing it is amazing
it’s amazing check it out of here if you can’t but what I will say is they
I’ve been looking just for kind of like things for this vacation and if when you
go to the Search tab and you start to search for pieces it’ll bring up like
shop on Instagram yeah and you can search for different types of clothing
accessories you can even look at travel ideas and a lot of brands of course are
now integrating their Instagram account to their e-commerce platform where then
they can the tag products in the photography which is super oh yeah I
mean it goes back to what we were talking about in terms of thinking about
the full funnel with so and other channels you can do all those
steps given the depend on your product I think if you’ve got an impulse product
you can do all those steps within Instagram itself but for a lot of b2b
brand a lot of other brands you’ll need to figure out what is that connection to
your old properties but both are very powerful yeah or if you’re selling a
lifestyle so like some of the brand’s I really like to follow they’re a much
higher price point but they’re selling you on an experience or an experience
that you may want to take so if you think about the popularity of like an
Airbnb like their Instagram channels don’t necessarily promote products
because our locations they’re sharing hey you could be coming to this
destination or wouldn’t it be great if you had a relaxing week some place in
this country or some place in this city we’re happy to help with discovery yeah
and an innovation my guess is that the majority of those metrics are really
more towards awareness and engagement with in the comments section it’s not a
sweet calm driven so it kind of depends on your brand but if you’re selling a
specific piece a product that’s tangible and you need them to purchase and it’s
not terribly expensive Instagram can be a really great way to kind of build
awareness and get people to consider it for sure so you’re in an interesting
sort of meta rule in that you run social for male trim right it’s also something
that your whole customer base is trying to solve and they use male trim for that
I’m in a similar role with later so I’d love to hear a little bit in terms of
how you manage social what metrics do you look at for MailChimp and your team
what are you interested in what are the goals that you set for your team that
targets sure we publish so much content and the within a month we’ve got so many
different products that obviously within the all-in-one marketing platform and we
do all this amazing lifestyle play to to kind of bring some joy surprise no idea
individuals we have a marketing calendar that spans many months and within that
is individual posts on individual channels and within that and we’ll look
at each individual post and say what is the objective of this post are we trying
to drive people to MailChimp calm are we trying to drive just general awareness
of some things so if we’re talking about something like postcards as an example
that was brand new to us and we had to be had to make people familiar with the
fact that MailChimp Roberts this thing that’s not in the digital space I’m
really intrigued to see it’s like a direct mail piece Direct Mail yeah and
so like you can create it within mail tripper then it’s going to get out there
in the world and so that is like a lot of awareness
people familiar with it if it’s something related to a product we’ve
offered like we’ve offered Facebook ads for a couple years now to us that’s like
whiff to remind maybe our existing users and prospects like you can do this
within MailChimp and so let’s lead you to calm so that way you can hopefully
then be inspired to go act on something right and then if it’s like a fun piece
of brand art like hey we did this cultural thing with our employees that’s
something gonna be like likes common shares engagements looking at like how
people are kind of talking about our brand in general so it really depends on
the content and we absolutely you look at I having you here has been great I
can’t let you go without talking about email obviously that’s the history of
MailChimp I’d love to dive into the relationship
between email and Instagram and any tips that you have in terms of how do they
play off each other what are their strengths how can you use social to grow
email right so if you are beginning and you don’t have let’s say a big audience
within your newsletter list so you again you can use social media and and more
than just Instagram but Instagram is a great channel to be able to reach
individuals Drive them to maybe a site that has a sign up form and that’s
something that MailChimp offers to then build your list so that way you can
continue communicating to them in multiple ways right you can also once
you’ve built that list then be able to take that list and put it into Facebook
or Instagram and retarget those individuals that are already fans of you
so that way they can see you on Facebook they can see you through email and you
can also use that list to like find new people who are just like the people that
already love you which is great so that can really be instagrams role if you are
small business just starting out now let’s say hypothetically you you’ve been
out for a couple years you’ve got a healthy base and so you’re looking to
use Instagram in a much different way right and you might even have like a
supporting members within your team at this point you’re not maybe just one or
two people right in that case Instagram offers a lot of like really great
features to sell products through Instagram right so now you can like
integrate your Instagram channel to your ecommerce platform so that way you can
actually tag products within a photo it’s gonna take a little bit more time
than just posting organically so if you have additional support you have the
time to do that that’s a really great way to kind of marry your online store
to your social media channels and see if you can drive direct transaction
through social which is great and a lot of a lot of brands do this again I know
this because I’ve purchased way in any of shirts
late at night those impulse buys but many of them in there yeah absolutely
those are some great tips of screech spending some time with you
and and I really appreciate you coming all the way from Atlanta to spend with
us so thank you very much Jason and that’s it you

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