When I started researching and writing this article, the question I asked myself was, “which is best for business, social media or email marketing?”
I wanted to get one clear winner. The original title was going to be, “Email vs Social Media – The Showdown,” but it became clear very quickly that both massively compliment each other.
Some things just go together really well and are better than the sum of their parts.
Just like Abbot and Costello, Laurel and Hardy, Fred Astaire and Ginger Rogers and my favorite – gin and tonic – email marketing and social media work perfectly together.
It is incredibly easy to build a list quickly with email marketing. Drive potential subscribers to a landing page which offers something they need in return for an email address.
With social media, you can rapidly build a large audience of fans, followers and “likes.”
Unfortunately I’ve come across businesses that have 100,000+ followers on Facebook, Twitter and Instagram, yet have lists of less than 1,500.
It doesn’t have to be that way. Use social media to generate fans in your niche market. Once you have their attention and engage them with great content, send them to your landing pages.
Step 1: Create quality content.
Step 2: Offer more detailed content in the form of a report or video or by using a giveaway.
The right offer in front of the right social media audience can build you a massive list in a few days.
[bctt tweet=”The right offer in front of the right #socialmedia audience can build you a massive list in a few days.” username=”m_j_thompson”]
Once you have your social media audience, strive to get as many of them onto your list as possible. I recommend running 4 – 5 different methods to get the maximum amount of subscribers.
Tip: Giveaways work. I ran a fitness tracker giveaway to fans and followers who wanted to get fit. I had an opt-in rate of 87% to that giveaway. That resulted in over 450 new subscribers in 1 day.
[bctt tweet=”Use social media and email to turn subscribers, fans and followers in advocates for your business”]
Engagement & Brand Loyalty
If done correctly, email marketing can build huge engagement and brand loyalty. Providing regular emails that deliver actionable information rather than constant promotion is a sure fire way of increasing sales over time.
Don’t be tempted to make every email a sales email. By all means add a link to your latest offer in the P.S., but don’t make it the focus of the email.
As with email marketing, a well balanced social media campaign where only a fraction of the content is promotional can reap massive long term benefits for your business.
Monitor your stats. What’s being clicked on, read and retweeted? What content is being shared? Which articles are getting comments?
That is your social media audience telling you what they like.
Email marketing is the cheapest form of direct marketing bar none. For a small monthly fee, your autoresponder will send out thousands of emails at a fraction of a cent per email.
Using social media to promote an offer can be a very minimal cost depending on what methods you use. List your main social media channels on your blog.
It doesn’t matter what your budget is, you can still build a large social media presence and build a list with a $0 marketing budget.
Simply use great content and have a good content marketing strategy in place to ensure you generate and then engage with your target market via social media and then email.
Get Your Message Seen
One slight problem with email marketing can be in getting your email into your subscribers’ inbox. On average only 97% of emails are delivered.
Once in the inbox it’s also possible that you might get overlooked, or God forbid, be languishing in the dreaded spam folder.
On the other hand, social media is delivered 100% of the time.
The problem is it might not always get noticed.
Your message could land in your fans’ timelines while they are away. By the time they check again, your post could be at the bottom of their newsfeed destined never to be seen again.
You need to ensure that you get your message in front of those fans and subscribers. Luckily there is a simple cure for both of these problems.
With email, resend your emails to anyone who hasn’t opened the original email.
For social media, schedule your messages to be sent out several times and ensure that you cover times when people are online: early morning and early evenings are the best times.
All too often marketers and business owners decide to adopt either email or social media as their main customer engagement and sales tool.
This is a mistake, you should use both and integrate their strengths in your business.
Build large social media audiences and then work on getting them to your email list.
Create emails that engage your subscribers, tell stories and help them relate to your products.
Create quality content to engage your fans and distribute it via social media and email.
Use social media and email to turn subscribers, fans and followers into advocates for your business.
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