by Dave Bender
Over the past decade we have witnessed great email marketing innovations. Take Optimized Timing for example. A way to send emails to your subscribers at the time they are most likely to open it! Talk about taking the guesswork out of the equation.
Even more so is the way we communicate with each other. Email was the first social network. Think about that for a sec.
Now with the rise of smartphones and the explosion of social media sites like Facebook, Instagram, Twitter, and Youtube—email marketing experts have to adapt quickly.
Marketers can soon be overwhelmed by the ever growing channels of digital marketing. I remember the days before social media. Ahhhh, it was a much simpler time. I had to evolve at the pace digital marketing evolved… or I would have long been obsolete.
But, with change comes opportunity. These new marketing avenues create those opportunities. It allows brands more creativity in how they build their lists and go about their email marketing campaigns.
So how do these changes influence email marketing?
Simple.
- Brands without a strong presence on social media are losing a competitive advantage.
- Landing Pages are becoming less important, but remain an effective bridge.
- Brands can use various platforms to directly engage with consumers.
So the first bullet is extremely important. Digital marketing is changing. Companies who do not put a focus on social media definitely lose business. They will lose out on lead generation, customer service, user generated content, and the all important “Social Proof”. Not just that, a competitor will pick up the slack and bank on your lack of focus.
It’s like having a Twitter account where you only put a half hearted effort. It could do more harm than good. So the fast food chain Wendy’s not only posts about things to do with the company, they try to integrate with the latest social buzz. It may have nothing to do with their company but it creates brand awareness. Which is the very least you should be doing on social media.
Developing a personality on your social media pages creates a personal way to engage with consumers without relying solely on landing pages and your email marketing. Instant engagement has changed consumers expectations. Marketers need to be aware of this and engage consumers on the field of their choice.
The opportunities truly are endless when it comes to using the new social media innovations. Although, some brands take the easy way out by promoting something like:
“Like and Share this post for a chance to win (insert small prize)!”
Those campaigns (especially on Facebook) are geared towards helping the brand generate word of mouth attention to their service. Unfortunately, there are several problems with this approach.
- It doesn’t give a benefit to the consumer.
- It delivers false metrics of engagement.
- Weak content and calls to action don’t work.
Your marketing techniques on social media needs to be more creative. At the very least offer some benefit and how it can help each consumer’s life. Creative ways to use these platforms would include giving something share worthy, a free trial or another incentive to potential consumers.
- Develop a strategy that legitimately interests your consumers.
- Include various lead generation techniques.
- Measure and track your engagement.
- Split test things like text posts, gif post, and video posts.
- Create a schedule for the highest visibility.
The Takeaway
In order to have the most efficient and effective business strategy your brand will need to find creative ways to engage with users on social media. Every follower should be considered a lead who you are attempting to convert over to you email lists, and eventually into a customer. Various platforms allow digital marketers the ability to connect and generate a loyal following.
Social media strategies need to fit your voice. The organic growth of your profiles will lead to better engagement and a loyal tribe. They will have a new channel to understand you. Combine that with our free latest whitepaper and your conversion will skyrocket!
So get out there and make sure your social media game is on point! Leave a comment below on how you leverage social media.
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