Despite the fact that emails and content posted on your content platform (website, blog, online magazine) are the priority channel for communication with the audience, social networks also play a role. Because someone will start their day by checking their mail, and someone by reading their favorite social network feed. Therefore, it is useful to briefly duplicate email messages and announcements on social network pages - you will cover your subscribers and customers with information as much as possible.
As a rule, the workflow looks like this. As soon as new interesting content appears on the site - a large informational article, video or a new product - 2–3 email newsletters and 4–6 social media posts are prepared for it.
Shorter formats are preferable for social networks, therefore voluminous content needs to be “thinner cut” and presented from different sides.
Of course, both mailing lists and publications on social networks should contain short links to the main material - an article, video, lead magnet or a selling landing page.< br>
Social networks can be a backup communication channel if something happens to your email channel. There was a case when a DDOS attack hit the server of an email marketing provider and the company was unable to send emails for several days. Support was unreachable. The situation was saved by social networks: the company explained the reason for the failure, promised how long the problem would be fixed, and was able to maintain the trust of customers.
2. Attracting new subscribers. Social networks provide access to a huge audience that can be attracted through the virality of content or simply by paying for advertising. Targeting tools are available in social networks - showing ads to the most appropriate audience, as well as retargeting - showing ads to visitors to your site or its specified pages. This allows you to implement audience segmentation on the fly. In addition, in social networks, you can attract subscribers from thematic groups that are read by people with interests similar to those of your customers. In these groups, you can post publications on a paid or affiliate basis, providing an influx of new audiences.
3. Building an active community. Engaging the audience in a dialogue is something that social networks do very well. If you have invested in building an active and loyal community on the social network, it will help you, for example, by answering questions from newcomers, and protect you by standing on your side when aggressive “trolls” or inadequate commentators appear.
Availability of the company or a brand of an active community in a social network is an additional value for customers. Doubting buyers are more likely to believe the reviews of other people in the group than the eulogies of the official support service or company managers. It is also important for them to be able to ask other buyers a question and get an honest answer.
4. Using groups in social networks for learning. On social networks, you can create closed groups for buyers or participants in training programs (this is already a step in the direction of transformational content marketing). And provide them with exclusive information and support that members of the main group who have not made a purchase cannot receive.
For example, the functionality of closed groups on Facebook makes it possible at first to do without a special training platform when conducting paid online courses, seminars and trainings. In a closed group, you can post all records and materials, collect and comment on homework, and answer questions from participants in paid training.
5. Collecting information about the audience, crowdsourcing. Joe Pulizzi singles out a special type of publication on the social network - listening post (a post for "listening" to your audience). Such publications are not intended to spread information from you, but to collect information about the “pain points”, needs and desires of your subscribers. read this week or plan to read, brought 82 comments with answers (Fig. 14.1). This helped to better understand the interests of the audience, as well as more actively involve them in communication with the company.
Fig. 14.1. A post in the MIF publishing group on Facebook helps to better understand the interests of the audience and involves people in communication about books
Crowdsourcing is using your audience as a resource to collect new ideas, design options, suggestions, recommendations. As a rule, it is effective to organize it in the form of a competition, according to the results of which the best participants receive prizes or cash rewards.
Well, from the point of view of search promotion, social networks are certainly important. SEO experts advise you to create your pages in all major social networks and place links to site pages in them (this contributes to a better display of site pages in search results). For example, Twitter (a short message network that is not as popular in Russia as it is in the US and Europe) recommends using it to make your posts appear faster in Yandex and Google searches.
Most profitable social media content marketing: five steps
“If the Internet
