You’ve got your email strategy set and you’re considering additional advertising venues for your next campaign. That’s great! Social media marketing offers strong potential to reach existing and new customers. If you combine the two, you’ll increase your ability to engage, motivate and incentivize customers to respond to your offer. When you put them both together into an integrated marketing strategy, you’re enhancing your ability to close sales and leads.
Build a Campaign
The first step to building an effective marketing campaign is to identify to whom you are marketing. All marketing builds around a specific customer’s wants, needs and desires, and how closely your products or services align with those wants, needs and desires. Your target customers may come from contacts within your CRM system, from media companies or from third-party sites.
Once you’ve selected your chosen demographics, consider your offer. What messaging will appeal to your targeted professionals? Will it be educational content, brand awareness, promotional contests or coupons?
Next, you’ll want to create your email campaign. Tailor your messaging to your target customer by hitting the emotional trigger points that will encourage them to respond to your offer.
Along with your email campaign, develop your social media messaging. Depending on the platform, identify which style of media (image, carousel, video or plain text) will work best for your posts. With two billion daily active users on Facebook, setting a budget and adding a social media push into your campaign will help increase your total reach.
Additionally, because Facebook now owns Instagram, advertisements on Facebook may also be viewed on the Instagram platform. This builds brand awareness, drives product demand and generates leads . . . all of which helps increase your email list. If you send out the same messages in your ads across multiple platforms, it reinforces, builds and continues the positive growth cycle.
Create, Launch, Share, Repeat
Leveraging a simple integrated marketing campaign strategy like this one takes time and additional effort beyond what it takes to launch a single-channel strategy. However, you’ve just multiplied your campaign’s reach exponentially by including social media to support your email marketing and vice versa.
Separately, email marketing and social media advertising can each produce a reasonable response rate. Together, they reinforce and energize your campaign so that prospects and customers see, remember and respond to your ads.
In today’s world, where the marketplace is largely advertisements competing for customers’ limited attention spans and wallets, every effort you can make to reach people in multiple ways will reinforce your message.
Looking beyond email to an integrated strategy makes sense!
We offer services which include sponsored posts, digital advertising, email marketing and more, to build a comprehensive integrated marketing campaign that will boost response rates.
Missed last month's article? Click here to read Social Platforms — Facebook Total Reach.
INDUSTRY TRENDS THAT CAN AFFECT YOUR MARKETING
The Importance of Mobile Websites
When trying to drive traffic to your company’s website, you must consider how people are accessing the Internet — and the answer is increasingly via a mobile device. As of January 2018, there were a reported 3.7 billion unique mobile device users worldwide. This resulted in 52.2 percent of all global website traffic in 2018 being generated through mobile phones.
7 Keys to Mobile Optimization
Forbes recently offered a list of the seven most important factors when optimizing a website for mobile devices:
- Images and videos should automatically load at the proper size. If they are too large and the website is not responsive, viewers may not be able to see the images.
- Text should be readable upon loading without having to zoom in or out, and without scrolling.
- The user interface should be adapted for clicking with a finger rather than a mouse. This often means larger buttons, as finger-clicking is less accurate, and careful consideration of dropdown menus.
- High page loading speeds are a critical part of any website experience. If users have to wait for a page to load, they are much more likely to abandon the site. As of last July, page load speeds are also a factor in how Google ranks its search results.
- Make sure your applications and coding are compatible with a wide variety of devices. For example, the popular Adobe Flash player for audio and video is not compatible with Apple iOS-based devices.
- Keep pop-up ads to a minimum, and make sure they can be eliminated with a single click if they must be viewed.
- Mobile websites should ultimately be intuitive and comfortable for users to explore. If they can’t figure out how to navigate to where they want to go, they will likely go elsewhere for their information.
The Ins and Outs of Crosslinking
The easiest way for people to find a website is for that page to rank highly among search results. Studies have shown that 95 percent of web traffic is generated from first-page search results. What’s more, a 2014 study found that more than 67 percent of all clicks on search engine results pages only go to the top five listings. For this reason, practicing search engine optimization (SEO) to make it easier for search bots to find your website is critical. One of the most important ways to boost SEO is by inserting links to other pages, both on and outside your website. This practice is known as crosslinking.
Inserting links to other pages on your website throughout a piece of content gives readers more avenues of information that keep them on your site longer. The objective is to minimize the bounce rate, which Google defines as the number of users who visit a single page on a site and then leave.
Many SEO experts suggest creating links from text within a piece of content. This can allow your site to rank higher for any particular keywords you want to target. Focusing links in the body of the text appears to help SEO more than linking in the header, footer or sidebars.
It may seem counterintuitive at first to include links to other websites if you’re trying to get people to find and stay on your site. But the ranking of your content if you include multiple links to high-value, trustworthy sources. The more pages that you can demonstrate that support your content, the more relevant and trustworthy your own content will appear.