Among the many moving parts of a successful marketing plan, email
newsletters are still a vital component. It remains the most direct,
one-on-one place to engage customers. And email marketing's integration
with social media means greater opportunities -- and challenges
-- when
it comes to creating content that can ignite conversation and inspire
sharing on social platforms like Twitter, Facebook and LinkedIn.
Last month, I discussed how social media websites have profoundly changed how consumers expect to interact with brands. Business owners can no longer compete by talking at customers and prospects. Instead, people now want businesses to talk with
them. They want to know their viewpoints are not only heard, but also
make a difference in how a business operates. They want to be a part of
your story.
While planning out your e-newsletters for the remainder of the year,
consider these four ways to make your content more sharable on social
media.
1. Engage customers in content creation. You may
think you know what's most important to your customers, but you can
glean a lot more about their needs if you ask them. Use surveys, polls,
and crowdsourcing
(asking questions on Facebook, Twitter, LinkedIn, and blogs) to find
out what's affecting your customers' lives. Invite them to share their
experiences related to your business and industry. You can feature the
most compelling stories in your newsletter and across social channels.
The individuals you feature are likely to share that content over their
own social networks. Of course, remember to ask permission before
sharing customer stories in any public forum.
2. Vary your newsletter content. Readers are most
engaged by content that's relevant to their lives. Help them see
themselves being helped by your business in the stories you create.
Formats that work for newsletters and social sharing include:
- Common problems customers encounter and your solutions. Share your secrets, knowledge and advice freely, and invite customers to share theirs.
- Start a discussion or debate and ask everyone to join in. Kick it off with a point of view or perspective that is likely to garner some comments.
- Customer testimonials, profiles, success stories that are told in their own words, with their pictures, video, etc.
- Offer case studies with more in-depth customer stories and detailed descriptions of problems and challenges, products and services, solutions and results.
- Invite customers to submit their stories related to your products or services. Offer a prize for the best one.
- Review products and books related to your business, service or charitable cause.
- Offer industry news, insights, trends, and statistics (think discussion-sparking tidbits).
- Aggregate information and resources of interest, including guest articles and interviews with experts.
3. Create content people will want to share. People
like to share information that's practical, interesting, timely, funny
and thought-provoking. Don't be afraid to ignite conversation on social
media around controversial topics related to your business (but stay
away from controversial political or religious topics unless that's your
area of expertise).
For example, you might read an industry article that provokes strong
opinions. Chime in with your opinion and gather the opinions of others
on social media websites. Then report on the social conversation in your
next e-newsletter.
4. Share content across channels. Be sure to
cross-pollinate your content with teaser links across all media. That
includes linking to your Facebook, YouTube and other social media pages
from your e-newsletter, blog and website. Post teasers about the content
on Twitter, LinkedIn and other social media sites that lead back to
your content destinations.
Some people say we're entering the era of "email marketing 3.0,"
where email and social media integration are even more streamlined and
intertwined. I like to call it an opportunity for email marketers to
create their most relevant, engaging and social content ever.
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