Facebook Versus Email Marketing. Is There a Choice?

Should We be Building an Email List?

There still seems to be some confusion about email lists.  I have heard that having an email list is not as important as it used to be because of Facebook and some of the other social media platforms.   I absolutely love facts and figures; here are some stats:

91% of all consumers check their email list at least once a day. (ExactTarget)      Tweet this

As of 2013, there are 3.9 billion email accounts worldwide  (The Radicati Group)    Tweet this

247 billion emails are sent every day.  That is one every 0.00000035 seconds (Email Marketing Reports)   Tweet this

For every $1 spent on email marketing, the average return is $44.25  (Email expert)  Tweet this

Using email marketing, consumers spend 138% more than people who do not receive email offers  (Convince and Convert)    Tweet this

48% of emails are opened on a mobile device   (Litmus)   Tweet this

McKinsey & Company reported that a recent study showed that email is 40 times better at acquiring new customers than Facebook and Twitter   Tweet this

When asked which medium consumers would like to receive updates from, 90% preferred an email newsletter and only 10% chose Facebook. (Nielsen Norman Group)    Tweet this

In the time it takes you to read this sentence, 20 million emails entered cyber space  (Email Marketing  Reports)  Tweet this

72% of consumers sign up for emails because they want a discount, only 8.2% because they love the brand   (Blue Hornet)  Tweet this

Now Some Facebook Stats

There are over 1.39 billion monthly active Facebook users; 13% increase each year (Zephoria)   Tweet this

Approximately 890 million people log into Facebook daily (Zephoria)  Tweet this

  Average time spent on FB is 20 minutes  (Infodocket)    Tweet this

Mobile reigns  (bitly index)   Tweet this

91% of adults have their mobile phone within arm’s reach 24/7  (Neilson study)  Tweet this

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Now what would happen if we would combine the exposure of Facebook with the power of email.  I believe it would be a marketer’s dream.  Tweet this

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We all know Facebook gathers information about us.  Where we eat, how long we stay on a page, who are our friends, what books, movies, sports, restaurants and more.  If we pay for advertising, we can narrow down who we are targeting those ads to.  But like all Social Media Platforms, we may have  an account, but we do not own the actual platform.  So in actuality, if Facebook, Twitter or any of the other platforms want to change an algorithm, all of those hard-earned likes could be gone.  And of course we all know about the reach going down with Facebook and marketers being penalized for not following the rules.  The logical conclusion would be to gather an email so that you do not lose that person.

Your Audience

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Your list is the most valuable asset you can gain using social media.  When you are building an email list, it is not the number of subscribers that is important; quality and relevance of your subscribers is equally important.  The object of list building is to convert those subscribers into buyers.

In order to accomplish this, you need to create the right buyer personas.  A buyer persona is a sample profile of your ideal customer or buyer, and someone who is genuinely interested in what you may have to offer.  Buyer personas were used primarily by content marketers, but recently innovative companies are seeing the value in this and in their results.

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As an example, if you are selling weight loss products, your buyer could be 35 to 40 men, living in a major US city, making $100,000 per year and is concerned about weight gain since quitting smoking.

Another persona for weight loss can be a 23-30 year old female, getting ready to re-enter the work force, but feels she would like to lose that weight she gained from having her first child.  She loves Grey’s Anatomy, Scandal, HGTV, Pinterest, and Facebook.  Knowing this information is going to make it easier to market to her.  You want rich Pins, Facebook tips and information on how to gain that body type.  You can also give her information about babies and child rearing to have her coming often to your site to keep providing value to her.

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Facebook recently made it easy for people to sign up for your newsletter, shop on your site, send them to your blog or any place else you want by adding a call to action button.  If you do not know how to use it, see my previous blog here.   You have to find a way to make your fan want to give you their email.   The problem is that there is so much “stuff” in our email boxes that many have several emails.  It is not at all uncommon to have several emails and have one for junk. To encourage them to give you’re their best email, (the ones they always open) you have to give them something that is worthwhile to them.

What kind of Freebie?

I have seen, over the past several years, some of the most interesting “freebies.”  The key is that you do not want to attract people to your list that are just interested in your free offer.  You want people who are going to be interested in your paid product as much as they are in your free product.   In most cases, a freebie is an eBook, a course, or a discount coupon.

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Recently, a pizza place offered a discount coupon and brought in over 700 new people, and the number of people using that discount lined up with the amount of sales.    They offered that free coupon and that enabled them to have more product sold.

I have heard people say that an iPad is the best freebie.  It is a great freebie, but only if it is lining up with your paid product.   Someone selling weight loss products is not going to see a return on the investment (ROI) with an iPad because there is very little relevance. If you are trying to sell digital services, that iPad would line up with what you have to offer.  Just be sure to line up your give-a-way with something that is going to attract your buyer persona.

TEST, TEST AND Test some more!

When I first set up give-a-way, almost a year ago, I was giving away an article on “Ideal Customer”.  I had several flaws.  I saw the importance of using that in marketing, but my fans did not.  I did not point that out in my posts on Facebook so that they saw the value in it.  In approximately 9 months I saw a total of  6 opt ins.  I still firmly believe that anyone that has a fan page needs to know who they are marketing to and should get that list (click here), but I decided on a different approach.  I made an e-book that has over 400 images (with sayings on them) that can be used on social media platforms.    Then I created a sample book with over 40 images.(click to get)  My opt-in over a period of one week-end was 34.  Now I know that does not seem astronomical to some, but the difference is amazing to me.   I am also giving free Facebook and Twitter classes.  With each class I offer bonus work sheets. ( go here)  I am sure you are seeing how this can work much better.  Always be sure that your freebie is something that will help your customer or prospect immediately.

Create a Landing Page and an Auto-Responder

The absolute easiest way is to go to Lead Pages (link).  Their landing pages have fantastic results.  The most commonly used auto responder series is going to be with Aweber.  If however, you are unable to do that, you can create a series of emails that go out through Mail Chimp for free (until your subscriber list goes over 2000) and you can create a landing page to do that as well.  (I plan to create some training on this soon.)   What seems to be the norm for most marketers is a series of five emails.  The first three are providing value, advice and resources.  The last two emails are to promote the up-sale of what you are offering.  Some marketers like to entice their subscribers with a  discounted rate.

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Creating the landing page and either an auto responder or a series of emails yourself is important because you need to give immediate value to your subscribers so that they can begin to build trust in you and then refer you to more of their friends.

If you are using Word Press for your blog, here is a list of the 10 best list building plugins for 2015.

Advertising

As another option you can also use paid advertising.  You will hear all the information about how organic reach has gone down.  You want to be sure that you are not spamming your fans or they will block your news feed and you might never  know they did it.

So be sure that 80% of your posts per day are of value to your customer or prospect, giving to them advice, tips, inspiration.  Then you can ask for business the other 20% of the time.  I try to use a more subtle ask by just giving my water mark on my posts unless I am pushing for a sale (in my case the book).  To ensure that it goes out to more people, the best option is to go through Facebook, Twitter, Pinterest, or whichever platform your ideal customer is on.  Then ensure your advertising is going to be seen by paying for it to be seen.  Beginners guide to Facebook Advertising here  

Conclusion

The goal of any business needs to be collecting the email of those you want to market to.  Combining the massive amount of information available to a business through Facebook will help you to get good quality leads.  Using a give-a-way that is tied into an auto-responder will help you collect that email.  Just remember that no one likes feel spammed or sold to and you should be able to see good results in your efforts to collect email addresses of your potential customers

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Your turn

Leave a comment and let us know how you use email and social media or what do you use as a give-a-way for our customers

#email   #Stats  #Facebook   #autoresponder   #marketing

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