For me, the digital world has always been connected by content. You receive and open this newsletter because of its content. Successful email marketing is rooted in a great content strategy. Social marketing is also founded on a great content strategy. Put them together and you have great customer experiences connected by great content.
You’d think those natural synergies would bring email and social marketing closer together. Instead, too many organizations operate in silos.
Example: The other day I presented to a group of social media practitioners and they were amazed to learn that the blog and email marketing program both had tons of great content that they could use to initiate social marketing conversations and encourage participation. At that point they weren’t even integrating email program sign up into their social communities, nor did they work with the email program director to encourage social sharing of email content. As we talked, they immediately saw that both directly strengthen customer connections, and increase the reach and recommendation value of existing content.
Social content and email content live in the same world. Developing content in silos is a missed opportunity for several reasons. Here's five ways to fix them:
1. Content is hard (and sometimes expensive) to create. While “cut and paste” or re-posting content across channels will numb readers and reduce brand authenticity, customizing the same core content to various channels can be very successful. Coupons and recommendations make sense via email, while crowd sourcing new offer or product ideas can work great on social networks. A blog or email newsletter is a strong platform for thought leadership, which can then be complemented by asking for feedback via online communities, Twitter and Facebook. Results of polls or testimonials from community sites make great content for email newsletters.
2. Customers are multi-channel. Match them. Customers engage via different channels for different reasons. Traditional thinking is that customers might love getting “insider” news and discounts through email, but prefer to meet other brand loyalists and learn something new via social media. However, recent research suggests that deals are just as important in social marketing.
The top reasons for interacting with brands on social sites were to get a good deal and learn about products, with nearly half of brand followers selecting each goal. Only a few were interested in customer support. The recent Social Media Report from ForeSee Results, shows that the overwhelming winner in terms of shopper presence was Facebook, with 56% of respondents using it regularly. With good listening software or just simple tracking of conversations, marketers can quickly see where their primary audience hangs out. Don’t ignore the “long tail” past the big five (Facebook, Twitter, YouTube, Digg, LinkedIn).
3. Enter the storyteller. Gone are the days of the passive subscriber. Broadcasting generic content is the online equivalent of shouting. Instead, customers and subscribers want meaningful conversations. Marketers have an incredible opportunity to introduce genuine dialog, encourage action and engage with active customers and prospects. Digital storytelling can no longer be just missives from an ivory tower, but must be dynamic, flexible and inclusive. Email and social marketing are powerful two-way exchanges – use them to inform the content and story.
4. Fan communities exist. Adopt them. Traditionally, marketers controlled the content and the platform. That is no longer necessary, or even welcome by customers. Look for groups of fans that have developed on public forums or even as Facebook groups. Approach transparently and with authentic goodwill, and build relationships with community leaders. Start by asking if there's any way you can support them in what they're already doing.
5. Not every relationship is long term. Don’t force it. If the social Internet is just one big networking party, don’t be the obnoxious guy forcing your business card on everyone. Instead, think of email marketing as both a short term and a long term relationship channel. We are very familiar with the latter – sign up and you’re on the email file until we both die (or you unsubscribe or click the Report Spam button). But email marketing is also great for providing the answer in a short term relationship. Invite website visitors and Facebook fans to accept a 2-5 message email series about how your products, services or content will help them. “Five ways to be beautiful this summer.” “Three strategies for impressing your boss.” “Doctor’s advice on buying contact lenses online.” “Five great summer games for kids under 10.” Use short term content series to build a relationship and earn the long term connection.
Stephanie MIller is VP, Global Market Development, Return Path, Inc.. She has been a passionate customer advocate, and an expert in creating subscriber experiences that reach the inbox, drive revenue, encourage social sharing and build brands. Using her 20+ years of direct marketing and publishing experience, she helps online publishers and marketers optimize their online marketing revenue, starting with inbox deliverability.
