There is no question that the internet plays a huge part in our lives now more than ever before. All of us have grown up with it, known it, and benefited from it.
Since the beginning of time, people have exchanged letters and emails to communicate and stay connected with one another. With the rise of the digital age, those tools have evolved to become more advanced and efficient.
Over the years, email marketing has been shown to generate 3x more leads than social media Marketing. This simply means that if you are going to engage with your audience one platform, it should be email.
The main reason behind this staggering difference in conversions is that while social media is generally about broadcasting content and engaging with as many people as possible, email marketing is highly targeted and has an objective of getting as many people as possible to actually take a desired action.
Here, we will discuss some of the significant differences between email marketing and social media marketing and how you can put these to work for your business.
Attracting A Larger Audience
One of the biggest differences between email marketing and social media marketing is the target audience. While you are able to reach a large audience on social media, you typically have to go out of your way to find and connect with them. This becomes highly inefficient when compared to attracting a more targeted and engaged audience with a carefully crafted email campaign.
With email marketing, you have the ability to choose who you want to reach out to based on a series of targeting options, including geography, device, and behavior. If you have a business email address, you can use that to create automated email campaigns that will target those who have signed up for your mailing list. You can also use third-party tools to segment your list and send customized emails based on specific actions or behavior, such as buying a product or making a remark on your blog.
As a business owner or marketer, it is important to find the right blend of marketing tactics to match your goals and objectives. While social media is great for connecting with potential customers, it can be difficult to convert them into paying customers. For this type of conversion, you’ll want to implement a multi-channel marketing strategy that includes email.
More Engagement And Conversions
When users engage with your content, whether it’s on social media or through an email subscription, you can count on them to do so because they have an interest in what you have to say. Email marketing provides you with the opportunity to get more engagement and more conversions than you would with social media. This is because users who sign up for your email list are more likely to actively engage with your content, and you can gauge this by looking at the percentage of subscribers who have clicked “Subscribe” or “Want to subscribe” on your email marketing sign-up form.
Let’s take a look at how Engagement Works.
When a user signs up for your email list, they are giving you their permission to send them emails about new products and offers. Depending on how you set up your email marketing platform, you can then use this permission to send out a series of emails, usually once or twice a week. These emails will contain helpful tips, instructional videos, or news about your industry. As the name suggests, these emails will engage your audience and hopefully cause them to click a link back to your website or purchase a product from your store.
If you think about it, the internet was designed to be used for more than just searching the web or popping in a podcast. People want to engage with the content that interests them the most and that brings them value. When an email marketing campaign is designed to be valuable and helpful to the user, you can bet that they are going to be much more engaged with your content than they would with a social media campaign that tries to be entertaining.
Higher Converting Marketing Campaigns
You can clearly see how email marketing is more effective for conversions when compared to social media marketing. Simply put, people are more likely to take an action (such as buying a product or registering for a service) after engaging with your content via email.
Take a look at HubSpot’s blog articles to see how they use email marketing to grow their business. You can clearly see how every article, no matter the topic, encourages readers to do something: from subscribing to a podcast to finding out more about HubSpot’s flagship product to visiting a retail store for a specific product. Because they have a specific goal for each blog article and a clear call to action, they are able to get 3x more conversions from their email marketing campaigns than they would from their social media campaigns.
More Effective For Building Brand Awareness
If you want to grow your business, it is important to have a brand awareness strategy in place. When someone decides to associate their name with your product or service, you can bet that they will do so because they like what your brand stands for, not just because they wanted to buy your product. When you are just starting out, this might seem hard to achieve since you don’t have a huge audience yet, but it is definitely achievable.
To start generating potential customers who are interested in your brand, you can use email marketing to send out a series of emails, usually once or twice a week, that contain helpful tips, news, or instructional videos about your industry. It is usually a good idea to tie your email marketing to a specific product or service since this will make it easier for users to associate your brand with a positive experience.
As your brand awareness grows, you can expand your email marketing efforts to include more complex strategies, such as segmenting your audience based on behavior, purchasing patterns, or anything else that can help you identify individual needs and wants. You can also try driving traffic to a specific landing page where you have a call to action, such as a form that needs filling out or an offer that needs accepting.
When a user fills out a form or accepts an offer on your website, you can count on them to do so because they have an interest in what you have to offer and have seen your efforts to establish brand awareness. This is why email marketing is such a critical component of a marketing plan, responsible for bringing in more than 90% of revenue for HubSpot and MailChimp.
Creates Long-Term Relationship With Customer
If you want to grow your business, it is important to establish and maintain long-term relationships with your customers. This means getting to know your customers on a personal level, learning what they want and need, and then acting on that information to continue the relationship. Email marketing allows you to do this, as you can build a relationship with your customer by providing them with personalized content that is useful and valuable to them. The fact that you are sending out personal emails, with no broadcasted content, makes it much easier to create a connection with your audience.
While it might be tempting to try and do everything yourself, establishing and maintaining a business is difficult. For this reason, it is essential that you find a way to bring in the right skills from outside consultants to help you navigate this difficult process. For instance, if you are struggling with sales, you might want to consider bringing in a salesperson who can help you figure out what is driving your customers to action and then find a way to offer this to prospective customers, effectively converting them into paying customers.
As you look to establish a rapport with your customers and grow your business, consider utilizing the above-mentioned marketing tactics and strategies, as well as incorporating mobile marketing into your plan. These platforms give you the ability to connect with your customers wherever they are, ensuring that you never lose touch with potential and existing clients.