For the regular readers of this blog and pretty much any other site that covers email marketing, you probably see a ton of discussion regarding social media – and for good reason. While emails are still your best bet for generating leads and hammering out sales, there’s a ton of overlap between this marketing approach and getting friendly with your email list and other potential customers, especially on Facebook. With this in mind, let’s take a look at some of this synergy and how you can best retool your company’s Facebook account to supercharge your next email marketing campaign.
Everyone Loves Being Liked
The first entry on the list is pretty straightforward, but highly effective. By simply having a “like” button in the bottom of your email messages, you give your list members a fast and easy way to share your content and let it go viral. With so many social groups looking to show off great deals, it only makes sense that you give them the tools to do this with a simple click. From here, others who might never have known about your email list can jump on the bandwagon and get your daily or weekly offers in their inboxes going forward. In short, it’s a simple addition to your message that goes a long way with customers who love being social on the web.
Learning More about Those Already on Your List
Outside of having your email list show off your deals by liking and sharing your latest message, you can dig a little deeper with Facebook and learn more about your target audience. With so much information being made publicly available via this social network, your company can compare its mailing list with what these customers like and which social communities they’re a part of. Even just a few years ago, this type of insight into what your audience likes and wants was pretty much unheard of. However, with this information in hand, you can reshape and rework your email marketing operations to give them what they really want and boost conversions in a big way at the same time.
Timing’s Everything on Any Platform
It’s funny how some things, regardless of the platform, never change. When it comes to email marketing and posting on Facebook – or any other social network – timing is at the top of this list. If you’ve taken the steps to learn as much as possible about your target audience, then you should have a pretty solid idea of how and when they like their messages. If not, that’s OK too. By fiddling with when you schedule posts on Facebook and keeping track of which offerings blow up and which ones fizzle out, you’ll learn a lot about timing and your audience. From here, putting those test results to good use by optimizing your email messaging schedule is a nifty little trick that can help you sneak in a few extra conversions that might have otherwise have gone by the wayside because of bad timing.
Having a Little Fun
Of course, the synergy between email marketing and Facebook that your fans will like the most is letting them have a little fun. At first glance, you might be wondering how this is even possible. However, simply opening up a browser window with your own Facebook page and looking at your newsfeed will answer this pretty quickly. If you’re page is like most of the rest of ours, you’ll notice that everyone’s filling out quizzes and surveys for pretty much anything. From TV shows to the latest Internet trends, surveys asking “which character are you most like” and a variety of other topics are a major part of the Facebook social experience these days – and there’s no reason your brand shouldn’t get in on the fun.
By having links to your own Facebook surveys, quizzes, and even contests in your emails, you’ll not only engage your audience a little more by letting them have some fun filling these out, but you’ll also learn a lot about what makes them tick. When it comes to maximizing sales and exposure on any part of the web, this kind of insight and interaction should be a top priority for any brand that’s serious about getting the most out of social media and email marketing.
Give Your Viewers a Reason to Share
The final entry on the list is more of a mantra than a specific tip. While all the other synergies we’ve covered have been pretty specific, the biggest thing to remember, regardless of what you decide to do with your company’s Facebook page and email marketing campaign, is to give your audience a reason to share your content. No matter what direction you go, keep this ideal at the forefront of your strategy and you’ll be sure to hit a home run with the social butterflies that make up your audience the next time you roll out a new campaign.
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