Your marketing plan is kept healthy by paying attention to every part of it. To realize it’s full potential you must give your attention to many different areas all at once. It can be a challenge, especially if you’re a soloprenur or a small business. Two important aspects of a digital marketing plan are email and social media. Keeping your email and social media efforts separate can cause stress and chaos. Getting them to work together is imperative for a smooth running sales campaign. The question is: How do you make this happen?
Followers to Subscribers
Many times your followers on social media may not remember you have a website, blog or newsletter. One of your social media goals should be to convert your followers to email subscribers. Make sure it’s easy for them to subscribe to your newsletter.
- List relevant links in the About section of your social media account.
- Add an email subscription form to your social media page.
- Post links to new blog posts, special offers, and updates to all your social media accounts.
- Ask your followers to sign up for your newsletter or to subscribe to your blog.
Subscribers to Followers
It may sound challenging to get your subscribers to follow you on social media, but once they know you’re active they follow you. This gives followers a place to have conversations with you and get to know you and your community a little better. It’s the interaction with your “tribe” that turns them into customers in the end.
- Include links to all your social media networks in your newsletters, on your website and in your email signature.
- Ask a question in your newsletter and have people reply on your social media page. Give people a #hashtag to tag their Twitter questions for you. Make sure you’re checking the #hashtag frequently. There’s nothing worse that posting a question that never gets answered. Bryan Kramer, TED Talk, CEO PureMatter, Author of Shareology & Human To Human uses #BKWrapUp.
- Import your email list to Facebook. Have Facebook find your subscribers and follow them. Do a search on other social media sites and make a point of following your subscribers. You’ll get insight into their pain point that your product or service can hopefully solve.
Target Your Advertising
Your ads should be targeted for your idea audience! You aren’t likely to sell many baseballs at a football game or fur coats at an animal welfare rally. Ads aren’t cheap, and you want to make sure to reach your target audience as much as possible in both email and social media. The quickest way to do this is by using targeted Facebook ads. Here’s how it works.
- Import your email list to Facebook and follow these people. You know they’re interested in what you have to offer because they’re on your email list.
- In Facebook’s ad manager, choose these people to receive your sponsored ads. Your ads will appear in the newsfeed, reminding them of what you have to offer. Because they’ve already signed up for your mailing list, they’re familiar with you and are likely to click on the ads. Offer a discount or something of value to those familiar with your product.
- Once you have the most sales-oriented ads sent to your email subscribers Facebook newsfeed, choose a second targeted group for a slightly different ad. Choose people who may be unfamiliar with you but have an interest in purchasing the kinds of goods and services you offer. For example, if you sell pet portraits, target pet owners and those who have animal lover listed in their about me sections. These ads are more “See what I do” ads that gets people to your website to explore your work.
Advertise for Subscribers
Use an ad to attract new subscribers. For a successful Facebook ad you’ll need a free opt-in offer and a landing page, an engaging image and eloquent ad copy. What more conversions? Try using a video ad. Mary Fernandez over at Smartblogger.com has a wonderful article outlining the whys and how to’s for creating Facebook ads for newsletter subscribers. Follow the steps she’s outlined for quick success.
With a little thought and imagination, you can create an ad campaign that allows your email efforts to feed off your social media efforts, and vice versa. This ends up creating a circle that boosts your efforts exponentially without adding more work. Once you have your new subscribers from social media follow up with a drip campaign/email nurture series. These campaigns move your subscribers from a reader to a customer.