Tell your Brand’s Story on Social & Email
You’ve painstakingly built a presence on social media and you faithfully send out emails to all your customers and leads. But are you doing all you can to make sure your messages hit their target and work effectively for you? Let’s take a look.
IS YOUR MESSAGE CONSISTENT?
Nothing undermines a marketing strategy more than inconsistent messaging. Customers want to know what to expect from their engagement with you no matter where it occurs. Does your contact information match across all social media platforms? Does it have the same look at feel as your email campaigns? Is your voice and tone similar on social media and email or does it sound like your content is written by 12 different people?
Consistent messaging reduces consumer confusion and protects your image. It makes you look professional, sets customer expectations, and conveys the perception that you’re committed to providing the best customer experience at all times.
IS YOUR CONTENT OPTIMIZED FOR MOBILE?
With over 200 million mobile users in the United States, mobile-friendly messaging is compulsory for brands to stay ahead in a competitive marketplace. Most modern content management and social media platforms are already equipped to help you provide social content that’s optimized for mobile devices, but don’t forget about your email.
According to a recent survey by Gartner, 74 percent of smartphone users regularly check email on their devices. “If your email opt-ins or email marketing campaigns aren’t optimized for mobile, you could miss out on up to three-quarters of your potential customers,” notes customer acquisition expert Emily Dowdle. “In order to improve your conversions and click-through rates, your emails must be easily read on mobile devices. Otherwise, many your users won’t be able to interact with your email marketing messages and will either delete your emails or unsubscribe.”
There are several considerations to take into account when making sure your emails can be easily read on smaller smartphone and tablet screens. Janine Popick, CMO of Dasheroo, points out one of the most important things to consider. “Make sure the links you have in your email direct readers to a mobile-friendly webpage. There’s perhaps nothing more frustrating for an on-the-go reader to click off an email to a page that doesn’t render correctly on a smartphone. “
ARE YOU RESPECTFUL OF YOUR CUSTOMER’S TIME?
Speaking of frustrating, be sure you aren’t accidentally disrespectful of your customer’s time by flooding their inboxes and social feeds with hoards of messages. People want to connect with their favorite brands over social channels and email to stay abreast of sales and news announcements, or simply because they enjoy the content. Like ice cream, though, it’s possible to have too much of a good thing.
Use marketing analytics to determine what types of content and delivery methods appeal most to your customer base. Make sure to take care that your social and email messages aren’t identical. Take the time to craft your messages according to how and where they’re delivered and don’t forget to take advantage of the extra space and content delivery options email affords. It’s a great way to offer downloadable content and other marketing collateral to customer as a perk for signing up to receive email from your company.
Marrying social media and email is a terrific way to give your customers extra added value with very little effort on their part. Be sure to maximize the potential of both platforms to make the most of your marketing strategies.