On the day the Internet was invented, the opportunities for marketers to reach their audiences grew exponentially. If none of us understood it back then, we certainly understand it now. What we don’t understand as well is how to make all the pieces work well together.
Between email, Facebook, Twitter, and YouTube alone, the means to market are staggering for marketers. Not surprisingly, they can also be staggering for your subscribers.
The key to success in this sea of marketing opportunities is the ability to integrate these channels for maximum effect. Easier said than done, but not impossible by any means.
Apply the same logic and care you give to each of these media across your marketing mix to balance the way your marketing is received and how subscribers interact and respond to your messaging.
Not all social media are equal
There’s a reason people have Facebook accounts and Twitter accounts; a reason they have email and they still text. Each of these media serves a different purpose in the lives of your subscribers. So, don’t treat all your marketing messages the same. There should be synergy between what you offer your fans on Facebook and what you tell them about in email, but their tones should be different and the actions you’re hoping they take should be different.
Sharing is caring
Just putting a “Share” button in email to allow people to note their preferences on Facebook or Twitter doesn’t mean they will. Valuable content is what motivates subscribers to get a buzz going about what you’ve just told them. Make sure what you’re communicating has value.
Coordinate your efforts
Done properly, you can cross-promote in your email and social media. Instead of seeming like overkill, the right strategy can actually increase interaction between your subscribers and your organization. If you use these media to learn more about your customers and coordinate the data you gather from them to form a better profile of your subscriber, the more effective your marketing efforts will be.
Create synergy
Use one channel to drive traffic to another. Link email offers to your Website; encourage your Facebook fans to subscribe to your e-newsletters. The more often you can connect subscribers to your marketing, the more likely they are get—and stay—with the program, your program.
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