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Aug. 29, 2013

27: The Amazing Similarities Between Email Marketing and Social Media Marketing

27: The Amazing Similarities Between Email Marketing and Social Media Marketing

Engagement, relevance and relationships are as important in social media marketing as they are in email marketing.

 

Transcript

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Welcome to another edition of social business Unplugged. Practical advice on how to best leverage social media for your business. Now the host of Social Business Unplugged, author of the forthcoming book Maximize Your Social, published by Wiley and founder of Maximize Social Business, Neal Shaper. Greetings, everybody, and welcome to another episode of social business. Some Plague Neil Schaefer. I was actually in Phoenix, Arizona, last week, back home here in Orange County right now in California. But I had a really great week after the Infusions Soft university, and I want to talk about some ah ha moments that I have there when we were talking about best practices with email marketing and obviously email marketing goes beyond just email to include digital marketing, social media, search paper click, we really covered a wide range of topics. It reminded me of how important certain concepts were in marketing in general, and therefore I wanted to talk about how those apply, obviously, to the social media that you're all interested in now. Infusion soft. I'm not here to sort of promote what that software does, but I have personally, from windmill networking gone and now with maximize social business obviously have gone from constant contact to male chimp to infusion soft often get asked, why Infusion soft? It's obviously a lot more expensive, and there are other great software programs out there that say Infusion soft. They're really targeting small businesses, of which I am one. And I think Hub Spot is probably the most similar one that's out there in terms of an email marketing slash marketing automation software. So if you were interested, feel free to Ping Me separately. I don't wanna spend this podcast talk been infusing soft, but it was a four day university there in the suburbs of Phoenix at Chandler, Arizona, where I was at their headquarters, just learning a great deal and networking with a lot of great small business owners that are trying to do what I'm trying to do, right so like minded business people. But it was interesting because what's happening in the world of email marketing is that the old days of just blasting a message out and it getting into in boxes of people are obviously gone. We know that email providers air getting better at filtering out spam. Recently, Yahoo said, If you've had a doorman account for six months. We're gonna clean it up so immediately. Infusion Soft contacted all of a subscriber saying, Hey, if you have Yahoo mail addresses that have been dormant over six months, chances are you're gonna get ding for spam if you try to send them an e mail. And they were very proactive in making sure those email addresses were deleted from our list. But it goes beyond that. We all know what Gmail or what Google has done recently of putting up these separate promotion and social tabs, really trying to protect her inbox. But really, what happens is every list that is out there has a reputation that is attached to it. Brands have reputations. We have social media reputations, right? Well, lists are the same. And when the e mail goes out from your list all across the world, it's being seen by Internet service providers. You know, it could be Cox, which I have is the local cable company could be a T and T. There's obviously a lot of different providers out there, but the providers air trying to deliver good service, their customers trying to keep the spam out, and obviously, Google it is an email service provider that's also trying to do the same thing. So what happens is if you send out a lot of emails and a lot of those e mails get reported for spam, it's gonna make infusion soft look bad and infusion soft as well as the constant context of what we're trying to prevent that right? And they're trying to make you realize that your list has a reputation attached to it, and the higher that reputation is in other words, the more relevant that content is to your audience that you send out Thio. The fewer notices of spam you get, the more clicks you get within your emails. So the more engagement you have within those emails, the better relationships you have. You know, it's about engagement, relevance and relationships, right? The more deliverable those e mails are gonna come, and at the end of the day, you're gonna be more successful in whatever your email marketing objectives are. It's very interesting because the same concepts of relevance, engagement well, relationship as well comes down to, you know, one of the things that undoubtedly goes into how search engines index Web pages as Well, let's say you blawg, and let's say people come to your blawg, but they don't spend a lot of time on your blogged. Your blawg or your particular block posts have a very, very high bounce rate. People come and they immediately leave. They don't click on any links. They don't stay on your side and go to other pages. You have a low engagement, and you've probably built out content that may not be as relevant for that target audience that the search engines are bringing in. In other words, from a search engine perspective, you would rather introduce content that is more engaging, more relevant. And therefore people are staying on your page longer. There's more click throughs and what have you, and perhaps more comments and social shares. But that opens up a completely different subject. But it really comes down to that same notion of engagement. Is your content engaging our people engaging with it whether to share a link that's collect or even a comment and isn't relevant? Are they sticking around, you know, checking out your set for other pages? What have you So I think that's the best practice, not only an email marketing those concepts of relevance and engagement, but also even in the world of search engine optimization for your content. What about social media? Well, social media is really almost the exact same thing, right? I mean, think about Facebook. Think about the way that what used to be called Hedrick, which that was divided into 10,000 different things but what we know of what Facebook has announced. But you know, Facebook has a similar algorithm that used to be called a drink. Doesn't matter what its name is now. But the more engaging your content is, the more people show to write. It's really as simple as that. So you need to create content that's relevant. And that's something that people will engage with. And you need to ask people to engage with it. Sometimes. That's why you know Dan Zarella, Hub spot. The social media scientist has put together a lot of data. Somebody tweeted out today. It was actually from a block post from the folks over a buffer. But you know, tweets that ask for a retweet actually perform better than tweets that don't, for instance, right? You have a call to action. There it's more engaging. Twitter doesn't have an algorithm like Facebook linked in definitely has something going on. If you look at your recent updates or if your company page administrator and you look at the number of impressions and how your page posts are doing, you know there's a lot of spam out there when it comes to email. There's a lot of bad content out there with companies that are just creating content for the sake of creating content. Hoping to build back wings would have you. There's also a lot of bad social media marketing out there, right? There's a lot of automation people sending out 300 tweets a day, 24 hours and what have you. And at the end of the day, there's a need to filter that face because it's filter, I believe, linked in his building that filter right Google. Plus, they're sharing very popular posts. Whether you follow these people are not, they're introducing them into your stream, so they're trying to build engagement in the stream. But at the end of the day, for these social networking sites to survive because one of the primary forms of revenue that they get or generators from advertising. They need to make sure that your content is engaging or they're only showing engaging content. So, really, the theme today and like I said, this was the ah ha moment from a email marketing training, in essence, But it comes down to creating engaging content and engaging with others and from that creating relationships. Obviously, the deeper relationships you have with your readers with your followers, the Maur engagement you're going to get right. And obviously, you know, as you build relationships, you're content. Probably over time becomes even more relevant as you further understand what your target audience is thinking and what your fans are thinking because you're engaging with them more often. So engagement, relationships of elements these air really broad terms that sometimes people overuse over generalize. But really, we're starting to see that this is affecting our email marketing RS CEO and definitely especially on Facebook or social media marketing. So just things to take into account this podcast covers a lot of different topics. Summer more tactical. This is more conceptual, so maybe it's, you know, taking a step back, looking at your social media strategy, looking at what you do on a daily basis, your workflow and really putting this this relevance, this engagement, this relationship filter on what you d'oh and are you doing enough? And if you're not, there's some, you know, easy tactical things. You can d'oh! You know, reach out more to your Twitter followers that retweets your content, reach out more to your Facebook fans that, like your prose, there's no lack of things you can do to try to build up that engagement. Take a data driven approach. Look at your tweets and Facebook post that have been more viral than others and try to replicate that. Lookit, blogged posts look a key words that search engines are bringing to your side. Look at your block post that have done more successful than others. And, you know, within the data there's a lot of clues as to how we can be creating more relevant content. And obviously through that, generating more engagement and building more relationships. So that's it for today. I hope wherever you are in the world you've enjoyed, the podcast will be back at you a week later. Thank you again for all of your comments and ratings and iTunes every single one is appreciated. I also want to let you know that in September 30th my new book and how to create a social media strategy Maximize Your social is coming out. And now I do have a sneak preview of this book, which I'm giving away for free. You can find it on maximize social business dot com At the very top, there's a banner or go to maximize social business dot com slash m y s dash o p t dash I end. That's it for today. Everybody have a great week and we'll talk again. Thanks for listening to another edition of social business unplugged. We appreciate your subscribing to our podcast and adding your rating and comments in iTunes. If you would like to appear on this podcast or of content that you would like covered, please contact Neil Schaefer. Kneel at Maximize social business dot com for additional social media. For business advice, please make sure to check out your new social media for business resource at maximized social business dot com. Thanks again and make it a great day right