With social media’s impact on people today, both in business as well as on a personal level, it is extremely important for the social components of social media to be fully incorporated into the Email marketing campaigns of businesses today.
There is a tremendous amount of relevancy in business today and there are parts of a branding strategy that can be enhanced tremendously by connecting the social aspect to the communication strategy. For businesses that make the most use out of both the social media and Email communications, the end result and the measure of what they will be able to accomplish can potentially be astronomical. It is critical to think in terms of providing social capability to communication strategies.
Taking a look at a business’s Email strategy
You need to examine your Email strategy so that you can identify issues, if there are any, such as inconsistencies in the social aspect of your campaign and whether it is being used effectively. Your objective should not be to make sure that the social aspect connects with the communication aspect. That should already be a given. Your goal should be to ensure that effective sharing of your content and strong communication are actually successfully happening.
There are several different ways in which the social and the communicative can come together.
Engagement with the audience is key: It is important to look at your brand and identify if your pages provide a button at the bottom to allow the audience to connect with social media. If your connection offerings are done in this manner, the potential for your audience to engage with you and your brand will be quite limited.
Using a call-to-action: The call-to-action is an effective way to get your audience to communicate with you through social media. If they are at the point of reaching out to you after you have provided them with compelling and valuable information and then have given them a great way to connect with you, you will be on your way to building a relationship with them. The call-to-action is effective because you are very specific about what you want your audience to do in order to connect with you and your business. You are most likely going to achieve better results than you would if you gave them too many broad choices with which to connect with you.
Providing content that has immediate social capabilities: There are ways that you can share your content directly and then, in turn, receive instantaneous responses from your audience. You can also share the content of your Email, which can then be shared by your audience members.
Communications that focus on the social aspect: Some businesses have set up their communications capabilities so that they have a strong connection to their social media connections. In such a case, the business owner should make sure to communicate what the audience can gain by engaging directly with the business on the social channel(s). One of the very positive results of this is that the audience can absorb many different types of information through the various social media channels. This will give them much more exposure and acquaintanceship with the brand and the company. A positive, effective aspect for the business owner is that he or she can actually gather statistics that will tell which brands and which social media channels are drawing the attention of the particular audience member.
Social relevance: The brand’s social relevance is a critical factor for the business owner. Once you have gotten your audience to opt-in to whatever you want them to choose, you will start to notice the benefits of that connection. It is a way to communicate deeply with your audience and it will really strengthen your relationship and bring you to the next level.
Email marketing campaigns are extremely important to the success of your business. When they are linked to social media strategies, you have a winning combination that is unbeatable. It is important that you do everything possible to build lasting, meaningful, relevant relationships that will stand the test of time and that will be of mutual benefit for a very long time. An Email campaign and a social media marketing strategy are both effective on their own; however, they are much more powerful when they join forces. The two together will allow you to gather information that is valuable to your business in the most effective way possible.
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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).