MarketingTips

Email or Social Networking which one is Better for Marketing Solution

There is certainly some debate among marketers whether to focus on email or social media as an online marketing strategy. Some say that email is a waste of time, while others think social media is only for personal communication, not business/consumer relations.

The truth is, both are still alive, profitable and efficient ways to market your brand online. Depending on your business, or the goals of your marketing strategy, you may find one or the other to work best for you, but no business should ignore either email or social media entirely.

To help determine the best way forward for your business, this guide discusses the best uses of email and social media marketing, as well as the practices you should avoid. Because both are highly personal methods of communication, it’s integral that you maintain a positive relationship with your audience.

Email or Social Media: Which Marketing Solution Is Right For You?

Email

There’s no denying email marketing has made an incredible comeback over the past decade. Consumers are ready now more than ever to receive marketing material sent to their inbox directly by their preferred brands. Moreover, users have agreed that they like to use email for business communications, citing social media as more a place for personal communications.

Smartphones have played a large part in this phenomena, allowing consumers to access their email from anywhere. Eye-opening statistics reveal that the majority of adults will check their email even while doing other interesting or important tasks, like watching TV or even driving. Consumers depend on their email to keep them up-to-date, and many check their inboxes multiple times a day. It’s your job to give them relevant content that’s worth reading, sharing, and buying into.

Image Credits geralt, CC0 1.0

Image Credits geralt, CC0 1.0

Best Practices

  • Make sure your email marketing software can grow with you as some tools become prohibitively expensive as you gain subscribers. Also, be sure it offers the right analytic and A/B testing features your business needs to track success.
  • It’s the little things that sometimes count, like adding a “Thank You” to the end of transactional emails, or welcoming a new member to your site with an automated message. Actions like these speak louder for your brand than the typical flood of promotional emails.
  • ALWAYS make sure your emails are mobile-friendly, and will work with special settings like “images off”. Additionally, don’t neglect your email preview text, or the sender name. The From Line should easily identify your brand or company.
  • Email and social media marketing don’t have to be exclusive. In fact, they work very well together. Try re-using popular social media content as a newsletter, or vice versa. Also, be sure to promote your social networks within every email by using buttons to subscribe or share.

Things to Avoid

  • Avoid using “click bait” subject lines or calls to action. It may be appealing as it certainly produces more clicks, but it reduces your reputation and trustworthiness.
  • It can be awkward when someone entered their name as “dantheMan” on your site six years ago, and are still receiving emails addressed to that name. Avoid personalized emails and try to make your copy more universally appealing instead.
  • Focus on your customers, and avoid talking too much about your company or products in any piece of promotional material. No one wants to read you wax poetic about how great you think your product is- they want to know you can help them.

Social Media

While most consumers agree that social media is typically reserved for personal communications, it’s becoming more common for people to follow, subscribe to, and share content from their favorite brands across all social networks. People clearly want a personal connection with companies they like. It’s important to keep in mind, however, that consumer patience regarding promotional material in their social networks is much less than that for email.

Consumers expect promotions sent to their email and enjoy having a separate place to organize such communications. In contrast, social media networking is more delicate, and your posts must be intrinsically valuable beyond the promotion for your audience to tolerate them.

Intrinsic value can on social media is usually in the form of entertainment or knowledge. Consumers won’t mind the watermarked logo in the video you shared, or the product placement in a celebrity picture if your posts are interesting or entertaining enough.

Best Practices

  • Visual media is in some ways more important than the content of your social media posts. Like subject lines, they are usually the first thing to draw a reader’s eye and engage them in the post. Without using quality images or original, well-produced video, your posts stand a chance of being lost in the crowd.
  • Twitter is a great tool to test content in smaller a smaller, summarized form. If something is popular in such a small message, it may be worth expanding and sharing with other social networks.
  • Some marketers use social media as a means of exposure and lead generation, not as a way to directly sell to consumers. This is helpful in the attempt to keep promotional material to a minimum, and interesting content to a maximum. Use social media to bring people to you site, or introduce them to your concept, not necessarily to target a sale.
  • Build a standing in your industry’s online community by sharing or referencing posts of other professional institutions. This is a good way to keep an eye on your competitors as well.

Things to Avoid

  • Do not post the same content to all your social networks. The communities who use different social networks have different needs, likes, and dislikes, especially when it comes to promotional content. Be sure to match your message to your audience.
  • Don’t forget to keep open communications with users; that’s what social networking is for! Too many companies will post content supposedly addressed to their audience, but don’t come back to respond to comments or address concerns.
  • Don’t miss the opportunity to link to your business site and prominently display your business contact information on your profile. Keep this information updated.

Your Business’s Marketing Strategy

It’s frequently said, but true: there is no one-size-fits-all online marketing strategy. A combination of tactics will lead to the best success. Find ways to integrate both social media and email marketing, as each provides a new audience for the content and promotions of the other. Converting existing customers into social network followers, or converting social network followers into loyal email subscribers, is one of the greatest advantages of utilizing both methods.

Be smart, and approach your online marketing campaign from the perspective of your customers. Their preferences should dictate which strategies you choose moving forward.


Read Next: 

  1. Best Email Marketing services

  2. 5 Useful Social Media Marketing Tips for Businesses


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