As marketing tools go, both social media platforms and email marketing messages have their own merits. Many comparisons are being drawn online between social media and traditional forms of marketing and promotion at the time of this writing. Obviously, the best bet would be a combination to make the most of both.
Marketing tools have their own gestation, rapid growth, and fading phases. In between those phases, the best marketers adapt their marketing strategy to benefit from both.
For the present purpose, I will mention Facebook and email marketing for illustration. However, you can explore and experiment with other online me
dia to find out what combination suits your business the best.
Create an email tab on your business’ Facebook page. Ask users to enter and submit their email address there. Users can submit their email address and qualify for a discount, an ebook, or similar incentive. Highlight that incentive in a suitably inviting cover image on your page.
When users submit their email address, you are not only growing a community that is genuinely interested in your products but also increasing your social media presence. On the other hand, you can also simply include social media icon links in the emails you send out. You can even promote your Facebook, Twitter, or other social media platform in your email messages. These are relatively inexpensive ways to grow a following.
Email marketing is very much effective even in the times of social media platforms. At any rate, what is important is not so much the platform itself than the proposition contained in the actual message. While Facebook decides who gets to read your messages, email marketing can be much more targeted, although it does require much more effort to manage and grow.
How will you create quality email messages? Here are a few tips:
- Subject Line – Don’t ignore this field. If you do, there’s a risk that your email message will be promptly deleted. Make your subject line catchy and attractive enough to prompt the recipient to open your email, if only out of curiosity.
- Call to Action – Tell the readers what exactly you want them to do in the simplest language. Use appropriate calls to action that are both clear and easy to find.
- Mobile Device Compatibility – People do use their handsets to view email messages. Make your message clear, concise, and compatible with as many devices as possible. Let them also view your videos on the mobile device.
- Images – Use images in your email message that are fast loading. If the image you use does not load correctly, your prospective reader might decide to move on. In addition to the image, also append suitable written content to convey the message whether the image loads or not.
- Testing Performance – A/B tests will help you see those headlines or calls to action that are the most effective conveyors of your message. With that approach, you can optimize as required going forward.
So have you made use of both traditional and social media platforms? Can you share your experiences here? Do tell us about your online marketing effort.