How can you make your social media marketing stronger and more effective? Integrate it with your email marketing.
Combine Your Strategies
I was a little surprised to learn this, mostly because I thought the percentages of current customers would be lower.
According to DDB, 84% of a brand’s Facebook followers are currently customers of the brand and 47% use their products regularly while 37% of Facebook fans use the products occasionally. Slide 48 of DDB’s Social Media Survey
Traditionally, social media has been looked at as a way to draw in new business. But this survey leads us to believe that social media is a great way to stay in touch with current customers and stay top of mind when they’re looking to purchase a similar product or service. Up until this point, for most businesses email has been the primary avenue to remain in the front of customers minds, but Facebook accomplishes the same purpose. For a die hard email snob like me, this is a little hard to take.
First, let’s look at the at the similarities in social media and email actions.
- Likes or follows = Newsletter subscribes
- Unlikes or Unfollows = Unsubscribes
- Impressions = Newsletter opens
- Shares and Retweets = Newsletter forwards
- Engagement = Newsletter clicks
Wow! Looking at Facebook with my email glasses on I can see how to align strategies for social media and newsletters and create content that will blend the 2 for a better end result. Now it’s more important than ever to create unique content for each of these channels. You don’t want people to yawn when they get your email or get bored of your triple posted content from your blog, Facebook, and emails.
With this new information, the goal should not be just a newsletter subscription OR a Facebook like. The new goal should be both.
Get More Email Subscribers from Facebook
I admit, Facebook doesn’t make this easy. Most people never return to your page once they’ve liked it, so the newsletter subscription tab is mostly useless. (Yes! I said it out loud!) To be used, your subscription form has to show up in people’s news feed.
5 Ways to Add Your Newsletter Subscription Form to the Facebook News Feed
- Facebook Sweepstakes – The entry is an email subscription. This works well with a prize that’s beneficial to your audience and is your product. Post this frequently during the Sweepstakes. This is made easy with an app like Tabsite, which automagically sends the contest entry through to many email providers.
- Coupon or discount only on Facebook – Use your welcome email to deliver the coupon. That way people have to confirm their subscription to receive the discount. DO NOT give the same coupon/discount away in your newsletter, people will feel cheated.
- A free giveaway – If you have a digital product like a how-to ebook or free download. Create a status update offering the free product in exchange for an email address. I would do this on a regular basis, at the very least monthly.
- A free live webinar – If you do free webinars to fill your lead funnel add a description of your webinar to your status update. Create a sense of urgency with the webinar date or “limited seats”. Send the webinar login info to your subscribers via your welcome email. This one I feel safe saying you can add to your newsletter also, as most people need more than one invitation before they join a webinar.
- Do a tease status update of your upcoming exclusive newsletter content with a link to your email subscription page.
Use Facebook to Optimize Your Email Marketing
Subject lines are very similar to Facebook status updates/post titles. Test a couple of different Facebook post titles or short status updates for your content and then use the winner for your subject line. Remember to keep it short, iPhones only show about 35 – 38 characters, the Galaxy S4 about 33.
Watch your Facebook comments, shares, and likes. Topics with more engagement may deserve an in-depth article in the newsletter.
Test image performance on Facebook before using the image in your newsletter. In the newsletter, in the alt text area of your image add a short description of the image. If people don’t have the auto populate images option on they’ll see what the description of the picture without seeing the actual picture. Many people never populate images on their emails, so this is a way to entice them.
Post a teaser of your newsletter content on Facebook. MailChimp will do this from the setup dashboard, so you don’t even need to go to Facebook. MailChimp automatically populates the newsletter subject as the status update with a link to the web version of your newsletter. But you may want to create a longer status update to entice the reader to click on the link and open the newsletter. Add a subscription link for the newsletter, to the newsletter. Make the subscription link easy to find so your social media readers can subscribe easily.
How have you successfully used Facebook to increase your newsletter subscriptions?