In the past, digital marketing took a blanket approach to lead generation that was sometimes obtrusive and annoying. On almost every forum, platform, and web page, users were bombarded with blaring banner ads or videos that started before the page was even fully loaded, and they almost always played too loudly at the most inconvenient times. What’s more, nearly every email inbox seemed filled with messages that were impersonal at best, and usually irrelevant to their recipients.
However, spamming a general audience with advertisements for brands they may or may not need was like casting a badly constructed net into a vast, congested ocean.
You may have gathered something good occasionally, but you’d waste a lot of time and resources trying to convert the leads you captured without recouping much ROI for your efforts.
Content marketing takes a more refined approach that seeks to engage a targeted audience of high-quality leads who will become hungry for your messaging.
What is Content Marketing?
It is a form of inbound marketing that focuses on building more natural and sustainable relationships with customers. It feels organic.
This type of marketing differs from outbound marketing techniques like telemarketing by being more personal, subtle, and relevant.
In short, you compel your ideal audience to come to you on their own terms rather than invading their space.
For example, Facebook business pages blend seamlessly amongst the platform’s other content and provide value to the audience. When they’re interesting or entertaining and crafted with care, you’ll reach an audience of pre-qualified leads that are sociable, active, and highly disposed to act.
If Facebook marketing is so effective, do you really need anything else?
Why Deploying Only One Form of Customer Outreach Simply Won’t Do
All digital marketing platforms and techniques are effective at what they do once you understand how they work. But, they don’t all work in the same ways, with the same media, or connect with audiences in the same manner.
It takes more than just a plank. You need a platform.
However, knowing which platforms are populated with your ideal audience and the most complimentary medium to deliver your content is only half the battle.
You need to develop a strategy that ties them all together into a seamless campaign where each of the moving parts works with the intention of the same goal.
Robust marketing campaigns connect with your audience on an emotional level by drawing them into your brand story. An effective strategy combines compelling content with social media engagement and personalized messaging.
When you add analytics and tools that help create and monitor your campaign, you’ll have a plan of action with measurable results and the means to make data-driven decisions.
Why Combining Facebook With Email Marketing Works so Well
Social media is all about building a community, while email marketing involves connecting with members of your community on a more granular, personal level.
With a clear vision, measurable goals, and a strong strategy for meeting them, you’ll highlight your company’s strengths and become better positioned to scale your brand to meet consumer demand.
By combining the strengths of two of the most effective marketing platforms, email, and Facebook marketing, you’ll increase brand awareness, grow your audience, and better serve your loyal customers.
How big can that brand become?
Daily email usage is expected to rise to 4.8 billion by 2025 and Facebook attracts more than half a billion active users each day.
That’s a large pool of prospects to draw from.
Reaching even a fraction of this audience levels the playing field for SMEs in all industries and regions of the world.
However, not all potential leads are quality leads. Through careful research that aligns your company goals with customer pain points and expectations, you’ll find and convert qualified leads faster while improving key metrics at every step of the customer journey from basic awareness to brand ambassador.
Components of a Successful Brand Strategy
According to Hubspot’s 2021 State of Marketing Report, email marketing still offers the highest conversion rates of all digital marketing platforms.
However, a study conducted by Kibo during the same time period found that social media marketers experienced bounce rates of 45 percent, the highest amongst all platforms.
Partially because the engagement wasn’t rooted in anything substantial. Links led to a page or content that was either too general or lacked an actionable directive. Many times, the message was rambling or simply irrelevant.
That changes when your Facebook posts direct users to an informative email that provides relevant information or presents a unique value proposition and includes a clearly defined call to action.
What’s more, the email also provides relevant content that can be repurposed and posted on social media, increasing brand awareness and customer engagement.
As powerful as these platforms are on their own, leveraging their reach and capabilities – and mitigating their weaknesses – forms an overall content marketing strategy that will take your branding to another level.
However, your content marketing strategy is not a one-and-done affair. It’s a multi-step process that must be continually updated and refined.
- Establish clear goals. What do you hope to achieve with each campaign or Facebook marketing effort? Establish an objective for each step and a meaningful way to measure progress.
- Understand your audience. It’s not enough to target a specific demographic. You need to understand your audience on a micro-level. What do they look like, how do they interact with social media, what are their pain points, and how does your brand address or alleviate them?
- Understand your platforms. It’s important to learn the basics of each platform and how to optimize and leverage each for its most positive attributes and deploy them so that these components complement each other.
- Appear trustworthy. Let your presence on all platforms speak to trust and competence. Your Facebook pages have to carry evidence of trustworthiness such as quality engagement, interactions, and testimonials. Your emails have to come off in a personalized tone that speaks directly to the audience. If you send an email with any subdomain like mail.domain.com then, you need a wildcard SSL certificate as you may have different subdomains assigned for different tasks.
- Create a content calendar. One of the most important factors in branding is constancy. Your audience needs to know that they can rely on you to post quality content on a reliable schedule. While ideal project schedule must require to plan out a perfect content calendar.
- Use relevant hashtags and keywords. Whatever content you create should be optimized with high-volume/low competition keywords and phrases. In addition to keyword optimization, hashtags and alt-tags will help highlight your content, making it easier for web crawlers and your audience to find.
Make sure to research any hashtags to avoid unforeseen consequences and social faux pas. Too many hashtags can affect word counts on some social platforms or dilute your message. Inadvertently using the wrong ones, or using them incorrectly, can result in a public relations nightmare.
- Choose the right tools. Most platforms are attached to admin panels with metrics and other tools to evaluate performance and reach. Incorporate other aids like Facebook publishing tools to help plan or schedule posts and make sense of the results.
- Track the right KPIs. Even the most basic analytics can be confusing. Should you track all of your metrics or just a few key performance indicators. At what point should you worry and alter your strategy?
In the realms of social media, the most essential numbers pertain to growth, reach, and engagement. With email, deliverability, open rates, and click-through are the most meaningful metrics.
- Reassess and reconfigure. The digital landscape is always changing, and that’s even more true for social media. Make a point of performing regular audits to reassess your strategy and reach. That will help you determine what’s working, what isn’t, and when you’re plateauing.
Are your efforts – and the results – consistent? Which campaigns helped you reach important benchmarks and which were just off the mark? Is it time to consider a new approach?
Your discoveries from this introspective moment can point you in the next direction to go. For instance, if you reassess and figure out that prospects aren’t reading your emails, it could be an indication that you need to reconfigure your email content creation approach. In that case, embracing an email template editor – a simple tool that automates the process of email content creation – might seem a wise decision.
- Keep an eye on the competition. Keeping an eye on the competition doesn’t just give you an edge. It also teaches you what works and what to avoid so that you don’t have to learn these things the hard way.
What are your competitors doing right and where are they falling short? Are there gaps that you can fill?
7 Effective Ways to Combine These Two Powerful Marketing Platforms
Now that you know why these two platforms work so well together, it’s time to create a plan of action to make sure that you understand how to use them to their best advantage and be proactive at work.
Here are our favourite ways to combine email and Facebook marketing.
1. Take the Message to Your Platform
Although not strictly email, Facebook messenger still allows you to enjoy one-on-one interaction with your audience.
What’s more, the open rate for Facebook messaging is 98 percent. Compare that to just 15 percent for traditional email. If you automate the process with a messenger chatbot, you can multiply your personal interactions without personally chatting with high volumes of people.
If you aren’t targeting large audiences, sending personalized Facebook messages (with the help of a community manager) can also assist with building brand loyalty. Focus on quick announcements and simple CTAs. Keep track of all the messages by integrating the notifications to your desktop email (Shift or the alternative, Mailbird, Spike, etc).
2. Create a Facebook Group
Social media is all about building communities, and the best kind of community is a private group of enthusiastic brand loyalists. It supports high levels of engagement, and you can add value by creating an email subscriber list to keep your group up-to-date with news and events.
Make sure that your newsletter adds value or new information that isn’t available to the group and publish on a set schedule so that your community knows when to expect a message. Encourage group members to share the content with others, perhaps through a loyalty program or other incentives.
Videos are the best-performing content on Facebook. So, be sure to feed your group members adequately. If you aren’t good with video creation, feel free to use Clipchamp’s video templates to create attention-grabbing content you can share with your Facebook audience.
3. Inspire Social Proof Through User-Generated Content (UGC)
People are more likely to consider a brand if it’s recommended by family members or peers. One of the best ways to provide social proof and instill FOMO (Fear of Missing Out) is by inspiring your audience to create content that you can share.
This can take the form of contests, surveys, or images and videos. You can either invite users to participate on your Facebook business profile or group and post the results via your newsletter or vice-versa. You can also collect and share the best responses to a post in a special edition newsletter, on other social platforms, and on Facebook.
4. Use Facebook to Build Your Subscriber List
In today’s world, we cannot deny the role of social media in customer success and engagement. It is the tool adopted by brands to reach, market, communicate, and interact with prospects.
Besides that, we can also use this tool to build a following of loyal brand enthusiasts, and grow our email subscriber list.
Simply adding an invitation to join your mailing list will provide you with a fresh pool of warm leads who have brand awareness and just need a nudge toward conversion. You can even enable subscriptions at the first point of contact so that they needn’t leave the platform in order to join. Customers love convenience.
You can deploy this strategy in reverse as well by enticing your email subscribers to follow you on social media. Either way also inspires them to share within their own social circles.
5. Retarget Your Facebook Ads
According to research, up to 70 percent of your revenues will come from existing customers. It also costs less to reach them because they’re already familiar with your brand and more likely to buy again if you keep them satisfied.
Facebook allows you to capitalize on this concept in several ways through retargeting strategies that are purpose-built.
The first tactic is to locate those who are active on Facebook and have already interacted with your brand via another channel. Once you find them, you can deploy ads to upsell or introduce a new product.
Their second method uses pixelization to track consumer behavior via customization. Facebook has created a pixel that can gather information about how users behave on other platforms, such as email or website activity.
Thirdly, tracking embedded within Facebook apps or games allows you to analyze consumer behavior and use that information to target outreach.
In addition to deploying native Facebook retargeting tools, you can leverage the information to retarget emails or use email metrics to retarget Facebook ads.
6. Use Email to Create a Drip Campaign
Drip campaigns apply triggers to certain actions and automatically deploy emails. This helps cut costs and strengthen marketing efforts because it reaches prospects at various points along their journey with targeted messaging.
The sequence can begin as soon as the welcome email to a new subscriber or as late in the journey as checkout.
For example, an automated email can be triggered if a customer abandons their shopping cart mid-purchase. Another trigger can be configured to send an email when a customer leaves your website. Tie this into Facebook outreach by using information regarding specific consumer behavior to retarget ads.
7. Concentrate Your Efforts Through One Platform
Customer relationship management tools (CRMs) offer a simple way to coordinate your outreach and strategies through s single, centralized dashboard. Not only will all of your metrics be clearly visible, but automated integration features also make capturing data or crafting and refining your campaigns seem almost effortless.
From relating the latest brand messaging to subscribers through your newsletter to growing your audience, email and Facebook are two facets of an effective content marketing strategy that work well together. When done right, this combination drives conversions and supports lasting customer relationships and brand loyalty.
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