If you launched your business in the late 90’s or early in the millennium, traditional marketing was still very much a part of your overall strategy.
Then came the rise of social media.
Channels where your customers congregate daily, connecting or reconnecting while sharing ideas, pictures. and videos. And if you have a business page, they’re interacting with your brand too.
Now, the monarchs of social have put a price on your audiences’ eyeballs.
You must pay to play.
According to the Content Marketing Institute, the organic reach of a post on Facebook averages around 6.4%. Which means if your business page has 1000 likes, only 64 will see that epic article you carefully crafted and shared.
So what happens when you pay The Man and boost that post?
The reach jumps to 27.3%, which isn’t bad, but it’s still only 273 people.
There’s obviously more to it than that.
Advertising on Facebook can be very potent when done right, and the more you do it, the stronger Mr. Zuckerberg’s algorithms become. Meaning your ads start being seen by exactly the right people.
You have to keep paying though.
Some say the sweet spot is $1000 a day for up to 17 days. That’s $17’000 for those playing the home game.
Better hope those leads turn into customers sooner rather than later.
“Impressions Don’t Impress Anybody”
It couldn’t be more relevant: if your Facebook ads are just racking up the views and impressions, they aren’t helping your bottom line.
Until somebody shows you the money, those metrics aren’t earning their keep.
Let’s circle back to email marketing.
Email generates $38 for every $1 dollar spent – that’s a 3800% ROI!The Ultimate List of Email Marketing Stats for 2019
Talk about good bang for your buck!
In a way, email is a grassroots approach to your digital marketing.
It’s been there since the beginning, and it continues to roll on like a bowling ball speeding down that big hill in San Francisco.
Arguably, direct marketing is making a comeback given its hyper-targeted approach, and email is her online sibling. Which happens to be less expensive and highly effective.
The key is knowing everything you can about your customer; not just their age, income, and geographic location.
Go deeper with their psychographics:
- Pinpoint what motivates them into action
- Identify their likes, dislikes, and desires
- Discover their problems your business can solve
Conducting surveys and interviews, mining relevant customer reviews, and listening to the chatter in relevant Facebook groups are great ways of understanding your audience.
Speaking of which, did you know 73% of millennials prefer email communication with businesses?
Consumers Check Their Email Every Single Day
99% of them, to be exact.
If that’s not enough to consider email marketing, I don’t know what is. Not-to-mention, it only becomes more powerful as you segment your list
By niching down their databases, businesses are seeing a 760% increase in revenue – speaking to your customers as individuals builds trust unparalleled by any other form of marketing.The Ultimate List of Email Marketing Stats for 2019
So, how do you get started with email marketing?
The first step is to start publishing a newsletter online and building a list.
This marks onboarding as a priority, but it also means nourishing your directory to ensure it’s packed full of rich customer data.
Then you begin segmenting based on that information.
Here’s an example, customers of a paddlesports business are broken down into canoeists, kayakers, and stand-up paddleboarders.
We’ll get more specific.
The kayak list gets split into recreational paddlers, kayak anglers, whitewater enthusiasts, day trippers, and sea kayak adventurers.
Paddleboarders are narrowed down in similar fashion.
As are canoeist.
And so on and so forth.
Here are five ways to begin building your general list:
- Develop a pop-up submission form that includes a coupon for first-time subscribers
- Provide an incentive such as a free, relevant PDF that’s given in exchange for their email address
- Ask during an in-person transaction
- Have customers create a profile for your online store
- Host a contest or giveaway that’s exclusive to your newsletter subscribers
How to Encourage Your Audience to Subscribe
Here’s a real-world example of a way to get your viewers to sign-up to your newsletter.
If you sign up for the Davis Daily newsletter, I’ll send you a free evaluation of your content marketing strategy.
Don’t have a content strategy?
I’ll send you a few tactics you can start implementing right away. Including how your business can take advantage of email marketing.
Thanks for reading, and I look forward to continuing the conversation.