You Really Don’t Have To Be Everywhere.
One goal that has remained constant is capturing valid email addresses and building a list of people who might want to stay up-to-date on what you’re doing, selling, thinking, whatever.
Whenever anyone asked for advice about successful email marketing strategies, I would inevitably start talking about website design. This was met with everything from impatience to boredom to real confusion. After all, we’re talking about email marketing, aren’t we?
Well, yes, but…I’ll circle back around in a moment….
Today, we are confronted with myriad social media outlets. Twitter, Facebook, Instagram, Google+, Pinterest, Reddit, Tumblr, LinkedIn, YouTube, Vimeo, Slideshare, Vine, MySpace, HuffPost and tons of other blogs large and small where we can comment. Yes, attributed comments are part of the social media universe. And, of course, email marketing is still the 800-pound gorilla of social marketing. In case you haven’t seen it, Brian Solis’ The Conversation Prism is a great graphic illustration of our choices - http://www.briansolis.com/2012/07/please-help-us-update-the-conversation-prism-v4-0/.
Pure overwhelm is a natural response. How do we integrate yet more into already over-committed work schedules? Easy.
What are the goals for your marketing? What is your business? Who is your audience? Where do they hang out? What do you want them to do when you reach them?
Not every business has to be everywhere to reach its audience. It just has to be where the audience is. Twitter may not be a good investment of time and effort, but Pinterest and Facebook are. If yours is a B-to-B venture, then LinkedIn is a must. If you’re B-to-C, you need to be visible and vocal where your consumers are.
Ultimately, the goal is to drive people to your website, get them to give you their email address, download something, buy something, and subscribe to something.
See, I told you we’d come back to your website! Good design, intuitive navigation, quality content, and strong calls-to-action will deliver results for all the hard work you invest in your strategic marketing and a website that delivers.
So, take some time to reflect on your audience really is and then, go engage in a conversation with them. Entice them to visit your website, get that email address. Then, respect that with an informative and entertaining email strategy.
You really don’t have to be everywhere, you just have to be where your audience is!
Lydia Sugarman, President
lksugarman@venntive.com
http://www.Venntive.com
415.324.5825
917.445.8637