Perhaps none of the marketers like situation, when the content he or she created doesn’t result in large number of downloads, isn’t shared or doesn’t give rise to relevant discussion or in the worst scenario lands in spam. How to avoid such situations? It’s known for long now that the basis for action is providing the value. Created content should significantly increase potential clients’ knowledge and prompt best solutions when facing difficulties.
Social media vs. e-mail marketing
One of the most popular and effective ways to promote marketing content is social media. It allows to reach wide audience but represent form of communication ‘one to many’. The other way is exactly e-mail marketing, often quite unfairly left out and underrated. However, contrary to social media it’s good stating point to communication personalized to maximum. Possibility to merge both ways of communication with clients is good idea so that we can get to much greater number of potential clients with double impact.
Objective: wider audience
Nicely context and content tailored message sometimes looks like it asks itself for sharing. Building big group of particular content recipients can be done in totally natural and convenient way. If we send our e-mailing to some particular base of receivers, for instance a narrow segment of specialists in some field, it’s likely that once our message is interesting for addressee, he or she will like to share it with his or her mates having similar passion or interests. That’s why it’s worth to code ‘call to action’ button every time we send e-mailing, as this encourages to share interesting options with others (for instance an invitation for a webinar).
Relevant plug-ins enable instant content sharing in various communication channels.
It’s crucial to draw recipient attention to the possibility of sharing received content, so it’s good practice to place arrows prompting to click in the icons of Facebook, Twitter, Google+ or Linkedin in upper or lower section of messages. Such direct indication of the area to click in causes much more actions taken by the readers. Everything that helps to instantly share information with people is advisable and delivers great results.
Role of Marketing Automation
We can also act effectively the other way and pick up valuable and theme-interested contacts directly to Marketing Automation type system. How? For instance by competitions or theme quizzes allowing to take part in the event after providing an e-mail address. New contacts acquired this way, thanks to integration with the automation system, land directly in out CRM. Later on, they can be a part of some sales campaign. Surely, integrity is crucial here – remember to take care of this in each and every channel your communicate with your potential clients.
Summary
The trends for 2015 indicate growing role of mobile devices. It is estimated that in next 12 months 3 out of 10 transactions will be executed via smartphones and tablets. Thus, it’s worth to take care of the reliability of prepared content also on mobile devices. It’s an ideal moment to implement so called marketing 360 and get to potential clients in every possible point of contact.
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