There is an ongoing debate among webmasters as to which marketing channel is better, social media or email. Some argue that social networks are the future, as users have long corresponded with their personal circles there, while others argue that people come to social networks to relax, not to buy, so sales are poor with this tool. In fact, both sides are wrong. Marketing pros know that each tool has its own purpose, and the use of each depends on where the potential customer is in the sales funnel.
1. Guide the Customer Through the Journey from Initial Interest in the Product to Purchase
Social media is good for generating initial interest in an unprepared audience that does not yet know anything about a product or service. Once the initial interest has been generated through unobtrusive communication, you can move on to the substantive part, telling the consumer more about the product and helping them decide what to choose. From detailed reviews on the website, to webinars, you can use any format of communication. Next, send emails to those who are still undecided, but have shown interest and are ready to become a customer in the future. With emails, you can retain customers and gradually lead them to the final action that is purchase.
2. Targeted Advertising
Social media can be a handy tool for targeting. On Facebook or another social network, you can easily find potential consumers who are not yet aware that they can meet existing or newly created needs with a particular product. By selecting an audience on the social network that is similar in basic characteristics to your target audience and segmenting it, you can significantly increase the effectiveness of your mailing list. Set up and automate your mailing list using the data you collect. For example, you can target promotions that are most relevant to men of a certain age, which will increase open rates and reduce the likelihood of your emails getting caught in spam. Simply create an email template once and automate the sending of emails to subscribers.
3. Expand the Coverage of Your Target Audience by Engaging Each Other's Subscribers
Put up subscription forms to collect contacts on social media. Also, add share buttons to your mailing lists to ensure that you can share interesting material with your friends and subscribers.
4. Use Instagram Stories to Collect Contacts
Instagram is one of the fastest-growing networks with subscribers who are the most loyal to promotional posts. According to research, around 40% of Instagram users click on ad links. Once you reach 10,000 followers with Stories, you'll get access to Swipe Up, a tool that allows you to redirect followers to your subscription page. If you don't have enough followers, you can use a less convenient tool to achieve the same goals.
5. Use the Followers' Content
You can use user-generated content from contests and other events to send out emails about your product. In this way, you can save tens of thousands of dollars. This approach has been called hero posters by the experts at amocrm.ru. Although they recommend posting photos in the office, it would be a good idea to use them for mailings, but be sure to ask for permission.
6. Opinion Leaders
By combining efforts with Influencers, you can improve the effectiveness of the mailing list tenfold. Statistics show that more than 90% of users trust bloggers, but traditional advertising has an incomparably lower figure. With the help of opinion leaders, you can:
· Create unique content.
· Promote mailings through social media.
· Promote the product with mailings.
· Get a blogger to run the page.
Although you are more likely to use content developed by influencers, you can also develop content for posts together. Just as the experts at mailchimp.com do, join forces with influencers to achieve more meaningful results.
7. Run Contests and Promotional Campaigns
Involve email subscribers in promotional events via social media, offering them valuable gifts and prizes. Provide advance notice of upcoming event milestones via email, and use Facebook or Instagram as a platform for the event itself. In this way, you can build up the number of followers and increase their level of engagement.
8. Use Mailings and Socials as Complementary Marketing Tools
Social networks were created primarily for recreational purposes, so they display predominantly lightweight content. Since people use Facebook while relaxing, even promotional offers and discounts are not always appropriate. So, use social media to publish interviews, videos, announcements in a playful way, while mailings as a tool to showcase commercial offers.
9. Pick Loyal Customers and Manage Them Separately to Increase the Effectiveness of the Marketing Campaign
Practice shows that you are more likely to convert a potential customer into a buyer if you use two marketing tools at the same time.
As you can see, if both marketing tools work in tandem, there is more synergy, i.e. a positive effect, than if you apply them separately.