11 July 2013

How to combine email with social media for maximum effect


Some marketers are under the misconception that they’ve nailed a social email content strategy by placing a few social sharing buttons in their email templates. But social sharing buttons don’t make email more social — great social media content does. The self-serving sales pitch you pasted into your email template isn’t going to spread like wildfire across the internet just because you embedded a social sharing button. 
The bottom line is that if your emails are not populated with noteworthy content that’s relevant to your audience, your social sharing button is a useless waste of kilobytes, attention, and time. 
I know what you’re thinking: “Where am I supposed to find remarkable content to populate my emails?” Well, the best part of content marketing is that great content works in any channel. 
Brands should be using the social media content they’re already creating — YouTube videos, Facebook updates, Tweets, Instagram photos, blog posts, etc. — to more deeply engage email subscribers. And just as brand-made social media content can (and should) be used to power email, so too can fan or user-generated content (UGC). Comments, likes, and recommendations — everything your fans are saying about your brand — are far more believable (and effective) than anything you can possibly say about yourself.

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