How to Combine Content Marketing & Email Marketing Strategies
The recent news about reduced open and click rates for email campaigns might have some businesses worried. If your business relies heavily on email marketing to get existing or new customers to buy your products and services, then you have every right to be concerned.
A recent study in which advertising executives were asked about trends shows that they expect Facebook and YouTube advertising to increase dramatically over the next year. They will rely much more on mobile advertising than ever before to get in the face of their prospects.
The study shows that Facebook advertising will increase significantly, and that as a result they want their “creative” types to become better problem solvers than communicators. This is a significant shift in focus.
Smart service and tech companies can take advantage of these shifts in advertising by becoming better at content marketing, which in turn can improve the performance of their email marketing. Here’s how…
1 Focus on Value
First, focus on providing value to your prospects and customers. This is the key tenet of content marketing, even if your primary marketing dollars are going toward mobile (Facebook, YouTube, etc.) as the advertising executives suggest.
For example, a Facebook or YouTube ad might promote a special how-to video, article or special report. The advertisement promotes the content instead of the product.
To obtain the content, the visitor must provide a valid email address.
Then, really do deliver something of value. Fill the report with helpful tips they might not hear anywhere else, or deliver a video that truly adds value to the person’s job or life.
Now, you’ve got their attention, the beginnings of a relationship, and the foundation for an email campaign that might just work…
2 Focus on Relationships
Next, build on your initial relationship with additional value. Promote your Facebook page in every email and every new piece of content (video, article, Facebook update, etc.)
Ask for their opinions through polls, and gain their participation in your next marketing campaign by holding contests.
All of these “touches” with your prospects are geared toward creating a dialogue in which you provide something of value, and in exchange they converse with you about their thoughts, opinions, ideas, and even suggestions.
The most effective content marketing campaigns encourage this kind of dialogue, whether it’s through comments on blog posts, Twitter updates, or Facebook conversations.
And, now with Google+ on the horizon, businesses will have even more ways to create meaningful conversations with their customers (watch for more news and tips on Google+).
3 Effective Email Marketing = Value + Relationship
Once you’ve got a meaningful connection and relationship with people, your email messages are more likely to get opened, read, and acted upon.
Email marketing dead by any stretch of the imagination. However, it is changing to reflect the increased use of mobile computing and social networking.
By creating emails that are easily read and digested on any mobile device, and by already having a meaningful relationship with your prospects, your email marketing campaigns will extend and enhance those relationships. The result will be more sales of new products, upgrades, and additional services.
More From Sid Smith – Business WordSmith
- Email Open Rates Down… Content Marketing to the Rescue
- Content Marketing and Lead Nurturing: Who is Your Buyer?
- Copywriting Tip: Never Lead with a Specifications Page
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