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The Power Of Email and Social

Social media is a powerful marketing tool on its own. Partnered with email marketing (average ROI of 3800%), these tools can become a magic marketing duo. Successful integration of email into your social media marketing strategy can greatly improve your SEO, generate leads, and create a brand experience that your audience will enjoy and remember.

Does this mean that you have to start buying mailing lists to contact people with your messages? NO! The genius of inbound marketing is to eliminate the nuisances of outdated marketing tactics such as purchasing lists and spammy messages. In this article, we’re going to show you how email and social can work together to create a successful, cohesive, and consistent inbound marketing strategy!

 

Cross Promote

Tease your audience about the perks of email by posting hints on social media as to what they’re missing out on. Vice versa, you can also send an email to your subscribers about the joys and benefits of following your social profiles.

Twitter and Facebook both have features that allow you to create a post or form for others to enter their information like an email address (lead ads). Just be sure to make the offer worthwhile! Contests and giveaways can go a long way here!

You can also add social buttons to the header/footer of your emails, similar to how you would add them to a blog or webpage. They should not be disruptive to the content and should provide a call to action that directs your audience from one brand touchpoint to another, taking them to the next step in your sales funnel.

Facebook also has a feature which lets you add a button to the top of your page. You can use this for many things, but it is especially useful as a “Sign up” button for people to enter their email address.

 

Coordinate

Line up your weekly/monthly content by topics or relevance so that email and social content do not repeat, confuse or distract users from your objectives. Coordinating your content with a calendar is a good way to make sure that your content is organized, not scattered. This also allows you to ensure that multiple teams or departments will be on the same page. Consistency is the name of the game here!

 

Custom Audiences

Did you know that you can use your mailing list to create a custom audience on Facebook? This will allow you to specifically target those in your mailing list with promotions and content through Facebook Ads. Additionally, you can add a Facebook Pixel to your website to track users who have visited your site and retarget them on Facebook. Using these custom audiences, your ROI for ad spend will be much greater and the cost of acquisition per customer will be much lower. This is because people who have either visited your website or subscribed to your mailing list are already interested in what you have to offer.

You can also upload subscriber lists to most social platforms like Google+, Twitter and LinkedIn.

 

Indirect Email Marketing

Platforms like Facebook, Twitter and LinkedIn have niche communities that are called groups or lists. Usually, these groups are public and anyone who is interested can join. Some of these groups have moderators and will not let marketers in, but if you have something of value to offer, they might let you post in the group. What does this have to do with email marketing?

When you have subscribed to or joined a group on a platform like LinkedIn, you will be sent a notification triggered by activity within the group via email. This is a unique opportunity for small business owners to really network with their audience on a niche level. With this method, you won’t have direct access to their email, but you’ll be getting into their mailbox indirectly.

 

Your Turn!

Try using these strategies to support your blooming online presence! The businesses that have the most success are the ones that plan everything from start to finish, and never give up. It can be overwhelming, but if you ever have any questions, you know who to ask!

 

Not sure if what you’re doing is working? Sign up for a risk-free Social Audit with 93 Agency and let us show you why we’re the go-to social media experts! Don’t forget to follow us on social media for your weekly dose of small business marketing tips.

Video Marketing for Small Business

It’s no secret that video posts generate higher engagement on social media. In fact, over 60% of small businesses have added video marketing to their social media marketing strategies. So what’s new?

Over the last few years, brands have been steadily adopting video marketing strategies into their overall communications. In 2013, marketers predicted that video content would account for 50% of all internet traffic. It’s now 2017, and guess what? Video content now accounts for 80% of all internet traffic! The point is, if you’re a small business owner and your current marketing plan doesn’t include video content, you’re missing out. Big time.

 

Videos are social engagement magnets.

A Facebook video receives, on average, 135% more organic reach than a Facebook photo. Videos are also 6x more likely to be retweeted (Twitter) than a photo. Thanks to industry research like this, we can begin to see a trend in what kind of content elicits a response from your audience.

Most of the content that we see on social media is text-based. So, when someone finally sees a video on their feed they can’t help but focus their attention on it. From there, you just have to keep them interested.

Social media is much more cost-efficient than traditional forms of advertising such as; the local newspaper, magazines, radio, and especially TV. The cost of creating a video will depend, but getting your video to reach potential customers is free. If you want to spend a little on promoting your post to reach more people, you can do that as well. There are so many options that allow you customize your ads that overspending is virtually impossible.

Builds trust and improves brand image.

75% of users have visited a company’s website after watching one of their videos on social media. Videos are also easier to remember. In fact, 80% of users can recall a video ad they saw 30 days ago. 90% say that videos helped them in making purchase decisions.

Your brand is your personality. As a consumer, they will have a much easier time making a connection with that brand’s personality if they can see you, hear you, and understand you. As we mentioned before, roughly 2/3 of small business owners are using video marketing in their social media strategies. As a consumer, I’m going to view the brand that has put more effort into earning my attention as more credible.

Increases your SEO rankings.

Google loves video. You’re actually 53 times more likely to show up first on search results if your company website has a video embedded on the landing page! The reason for this is largely because consumers will spend more time on a page with video on it. By watching the video, they are staying on that page. This tells Google that the content is valuable and is a good place to send others searching for similar things. Since Google owns YouTube, the benefit of having a YouTube channel for your business is large.

To make sure Google picks up your company’s video on its radar is optimize your video title, tags, and description to match appropriate keywords that people might be using to find your video. Uploading your video to multiple channels will increase your ranking, as will having it shared by your followers. Higher engagement tells Google that others found your content useful. As a result, Google will rank your brand name higher than those with little engagement. By investing in video marketing that you are actually investing in SEO as well.

Easy to Digest.

Reading a product description or filling out a form can be highly tasking. It’s easier for a consumer to simply watch and listen to a video for 30-90 seconds before making a decision.

This decision will depend on your video’s purpose and what action you want your viewers to take. Your consumers want to see your product or service in a real life situation. Something that they can relate to. Videos leave less to the imagination than photo ads and thus, are less confusing and easier to digest. This is why most people can recall video ads over a print ad.

Conclusion

Video marketing is one of the best ways for small businesses to separate themselves from the competition. With some practice and a little bit of help, your next successful video could go viral in your local community!

Thinking about getting started with video marketing and have a few questions before you’d like to get started? Sign up for a free social audit with the experts at 93 Agency!

If you’re a small business owner and have a marketing problem you want to be answered, fill out a contact form and we’ll get back to you as soon as possible!