In today’s post, we are designing an integrated marketing strategy using two of the best ways to connect with prospects and customers on the internet, social media and email. The goal is to present a consistent and engaging digital presence for customers and prospective customers.
One of the essential steps for creating a profitable business is identifying your best target audience. A second step is figuring out how to reach them. Social media can be an effective avenue for reaching your target audience. Campaign Monitor offers a quick and easy snapshot of users for five of the most popular social media platforms. As they say, teaming up social media with email marketing can be one of the best ways to achieve success in digital marketing.
Social Media Targeting
Let’s start with identifying who we can best reach using the best social media for our target audience.
From Campaign Monitor:
Facebook: Users are of all ages, income, and education levels.
Instagram: Most popular with college-educated women, 18-29-year-olds.
Pinterest: Most popular with women age 18-49 with varied education and income.
Twitter: Most popular with college-educated 18-29-year-olds that make $75,000+.
LinkedIn: Most popular with highly-educated 18-49-year-olds making $75,000+.
Which social media platform will best reach the best target audience for your products and services? One or more of them might jump out at you right now based on the short snippets above about their users. Otherwise, it will take some experimentation on your part. As you use social media for your business, which one or ones give you the best response?
Consider this: according to Statista, an estimated 2.77 billion people will be using social media by 2019. The Radicati Group estimates that there will be 2.9 billion people using email by that same date. Linking the two provides you with an incredibly big potential audience,and pool of prospects. With social media, you can broadcast your message to billions of people, and with email you have the opportunity to present your message over and over again to a subscriber base that has chosen to receive your message.
What actions do we want to encourage using social media? Number one is getting people to sign up to your email list. If you haven’t already done so, add a sign-up page to your business’ Facebook page. If you don’t have a business Facebook page, get one and post to it regularly.
Another platform for grabbing email subscibers is Twitter. Here’s a great infographic from SocialQuant that shows you how:
Let’s go throught the steps in the process.
- Tweet your lead magnet offer. If you’re not sure what a lead magnet is, go here. In your tweet, offer your lead magnet and provide an url to a landing page for your lead magnet.
- On your landing page, have a place for responders to enter their email address in exchange for your lead magnet.
- Provide value for your lead magnet is what you do before you offer it to anyone! Make sure that your lead magnet is valuable enough to spur interest in your business.
- Once you have secured email addresses, email your leads with great offers.
- Use regular emails to your subscribers to turn them into customers. How? See below.
This process will work with any social media that allows you to send prospects to a landing page. For more help with this, go here.
Adding Email To Your Marketing Mix
Once we’ve found our best prospects, how can we best market to them? This is where email marketing comes in. I’ve said it before – email marketing is king over all other marketing methods, delivering a 3800% return on investment. That’s a $38 return for every dollar invested, according to VentureBeat. Here’s another important stat for you: email is 40 times more effective for acquiring new customers than social media, according to management consulting firm McKinsey and Company. When you combine social media with email, you’ve broadened your reach significantly.
Delivering the right message at the right time to the right people is the way to succeed in marketing, and using email to deliver that right message is your best option. This is why building a list with an automated service like AWeber is so important. The more on your list, the more money you will make, if you are doing email marketing correctly. How do you do email marketing correctly? Let’s look at three types of emails to send to prospects and customers.
- We’ll start with transactional emails. A transactional email is an automated email that is sent when someone does something, like provide their email address on a landing page. Their action triggers an automated email response from you.Transactional emails get opened eight times more often than other emails. These automated responses could be from someone requesting your lead magnet, or making a purchase. There are a variety of actions that can trigger an automated email response. Your work at this point is to have your automated email responses ready to go and ensuring that those responses are written to build your reputation and future engagement with you.
- Second, create an automated sequence of follow up emails for your new subscribers. In this sequence, introduce yourself and your business. Best practices call for at least two different sequences – one for prospects and another for customers. Have a clear idea of what you want your follow up emails to do. Here are a few ideas from Active Campaign:Your follow up sequence is evergreen content. The follow ups will go to your new subscribers and customers and the information inside will not go stale over time. This is much different than broadcast emails.
- After your follow up sequence is completed, send broadcast emails out on a regular basis to your subscribers. Regular means different things to different internet marketers. Some send out every day, others once a week or less. Find a frequency that works for you and your subscribers. If you get a lot of unsubscribes, that could be an indication that you are emailing too frequently or not enough.What are broadcast emails? They are emails that you send to your entire list, or a segment of a list, for time-sensitive promotions, newsletters, or perhaps a digest of recent blog posts and/or promotions. The key to broadcast emails is that they demand immediate action.
That’s it. Combine social media and email marketing to achieve great results. If you’re already doing so, tell us how it’s working for you in the comments section. If you need help using social media for your business, click here.
I welcome your comments and questions and your likes and shares.