Increase Your Social Media Reach with Drip Emails
One of the best ways to quickly increase your reach on social media is to encourage your lists or engaged fans from other areas of the business to follow you. For example, encouraging people who have subscribed to your email list to join you on social media can be very effective for building a list for your marketing automation software. Using drip emails to encourage leads and prospects to friend or follow your business in social media is a great way to get even more our of your campaigns. This is also particularly effective because these engaged fans of your business will also be more likely to re-share your social media content, further increasing your reach to include their audience and followers.
Holly Alison, the VP of Marketing at Vico Software, has had great success growing her social media reach by inviting prospects in early emails of her drip campaigns. The first email of her campaign, invites them to join a LinkedIn Group centered on the industry, and the third email invites them to join a blogging forum with a community discussing top posts. By doing this, she has not only grown her LinkedIn group by over 35% in the last year, but she has also gained the following benefits.
- Shows value early in the relationship
By inviting her leads and prospects to join an active LinkedIn group on a topic relevant to their interests, Holly has show that she sends interesting emails that add value. Instead of bombarding them with information about her product, or about setting up a sales demo, Holly starts off by offering them something that will help them do their job. This helps make Holly a trusted advisor and will increase the chance that people open and read her emails in the future - Nurture leads beyond just email
When a lead or prospect joins the blogging forum or the LinkedIn group, Holly now has the ability to contact them in more ways than one. She can send emails, or she can reach them through social media. By being connected via multiple channels, she is able to stay in touch with them if they change email addresses or unsubscribe from future emails. Generally, your email list unsubscribes at a rate of ~25% per year, wether because they change jobs or email providers, they unsubscribe, or other factors. By connecting with leads in more ways than one, Holly increases her chances of being able to reach them over time and keep them coming back to her content. - Engage with leads and prospects wherever they want
While email might the easiest, least time consuming way for Holly to get in touch with her leads, that does not mean it is the best way for her leads to hear from her. By giving her leads the options to receive emails, connect via LinkedIn or a customized blogging forum, Holly lets them pick the way they want to get updates from her. This increases her chances of actually getting through to her leads, because they get to do it on their own terms.
It is also crucially important to make sure that you continue to place attractive offers and links to landing pages on your social presence. Many marketers who begin to build a social media presence forget to provide points for their fans and visitors to become leads and engage on a deeper level. By occasionally providing links to content offers and landing pages, you can help find the people who discovered your social presence first, and are not yet on your mailing list or a lead in your system.
Marketers rarely have time to spare. You can maximize the value of your mailing list by using drip email campaigns to encourage your leads and prospects to become your friends and followers. Through this integration of your social media presence and your email lead generation, you will see benefits on both sides. You not only have the opportunity to show value early, you also benefit from connecting with more than an email address and by allowing your prospects to engage on their own terms and share your content out to their network, creating more potential leads.
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