“Be sure to like our Facebook page” is one of those phrases that can sometimes earn a business a hearty “yeah right.”
That’s because, to some, the social network has been irritating as the visibility of posts by Pages has declined in the past year. Its changing privacy policies, complex algorithm changes and crackdown on what it perceives as spam, can sometimes give the perception that Facebook is on track to follow MySpace all the way to un-cool town.
Some day it may (though not really likely based on their innovation track record), but this day doesn’t seem to be anytime in the near future!
In fact, at its 10th anniversary celebration earlier in 2014, Facebook has never appeared to be more robust.
The Guardian reported that Facebook boasted 1.23 billion users worldwide, and added 170 million in just a year, which makes its total population of users larger than many countries. Since Facebook is great at breaking out demographic data, it offers an incredible opportunity for businesses who want to attract attention and target certain users. The ability to fine-tune who you target with a Facebook Ad is simply amazing in the precision it offers!
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On its own, a business Facebook page can create conversations, educate Facebook users about product, services, or special promotions, and drive people to take action on your website. It can truly be a key communication vehicle when used well!
And what do I mean by "used well"??
When blended with email nurture campaigns, a business using social media can really get greater results!
Here are some examples of how Email can team with Facebook:
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If a business has an active Facebook page, it’s important to let non-Facebook users know about it. An email reminding everyone about the fun times to be had can be a smart move. For instance, there can be regular promotions, contests, and discussions, or showcase photos, maybe even Facebook-only deals. Loyal customers who have been hesitant to join Facebook on general principles may heed the message that they’re missing out.
The “here’s what else is going on” can work in reverse too – there may have Facebook fans of a business who may not necessarily have checked out the site or company blog recently. Through an email nurture campaign, new posts can be promoted, and Facebook fans can be encouraged to take a look at different areas.
To humanize a company or spotlight quality employees, a business can first send a note through email to customers inviting them to learn more about certain employees such as customer service or sales staff. Then they can be featured on Facebook – perhaps a new profile every week. Since not every fan of a page can see all the posts all the time, all of these profiles can be archived on the site, which also can increase traffic. Be sure to include info in both areas for potential customers who want to be contacted.
Since brands, fans, and team members value being spotlighted, drop names like crazy on both platforms. If a business has adequate database or email software, it should be able to personalize emails. The Facebook content creators can highlight individuals who like the Facebook page, maybe offer random prizes to people who comment on a particular contest thread, or even send out a friendly public greeting to someone in a list of fans every morning.
A successful email nurture campaign requires the members of different project areas to communicate and help each other. Rather than “the Facebook team,” “the website group” and “the email marketer” (or Facebook person, site person and email person in smaller companies) doing separate projects and setting separate goals, they all should come together to collaborate on ways to build interactions, engagements and sales prospects. This integrated approach is the way for true results!
One of my favorites is to team together Facebook and email marketing in lead capture and nurture. Use Facebook to share your lead capture incentive. This can be a landing page with a offer for coupon, ebook, video access, whatever is a related but small incentive for your business that is behind a form tied to your email marketing. The Facebook posts (yes, more than 1 should be planned!) drive fans to the landing page where users want to opt-in to get the incentive. Your form should be tied to your email marketing so users are opted in to your list. This is the lead captured! Then those on the list should be "nurtured" with a simple series of resource-rich emails, something like 4-5 emails over 7-9 days can work. This helps you build connection, trust, and education, and can end with another offer.
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So there you have it! Six ways to weave together Facebook and Email in a complimentary way.
This is what integrated online marketing is all about! It's about connecting the pieces because the sum of the whole working together is so much more valuable than what individual pieces alone can do.
Got questions? Ask away below!