Don’t underestimate the power of connections on social media. Those who choose to connect with your business on these networks can be fantastic contacts. It is however, important to remember that you should be leveraging these connections by getting them to subscribe to your email list as well. With email, unlike social media, you have a direct line to your customers—ensuring your message gets in front of them in the inbox.
If someone has decided to “like” you on Facebook, follow you on Twitter, or connect with you on LinkedIn but hasn’t signed up to receive your email newsletter or announcements, it may be because they’re unaware that the opportunity to sign up exists. For others, it may be because they’re not sure what to expect when signing up. People are protective of their information online and some people may be reluctant to join your contact list before reading your content and seeing what you have to offer.
By giving your email content visibility you’ll have more people clicking through to join your contact list, and you’ll also have social connections staying with you longer because they’ll know what to expect from the get-go.
Here are five ways to give your list more visibility:
1. Share across your networks
After you send out an email campaign, look for opportunities to continue to promote it across your different social networks. When you coordinate your mailing schedule with your social media posting schedule, you’re keeping your messaging consistent and providing more opportunities for fans, followers, and connections to see and sign up for your list. Tools like Constant Contact’s Simple Share allow you to easily share your newsletter and announcement campaigns across your own social networks when it goes out to your list of contacts, extending its reach.
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2. Encourage your audience to share with their networks
By giving contacts the ability to share your campaigns on their own social networks, you’ll extend the reach of your campaign and have more opportunities to attract new people to your list. On different social channels, people can use the share functions that are native to those platforms (shares, retweets, likes, +1′s). You can also look for ways to integrate social sharing into your campaigns. For example, if you’re running a local deal or trackable coupon, you can offer an incentive to encourage people to share.
3. Get people talking
Sharing a link to your latest campaign is a good start, but it isn’t always enough. Instead, try starting a conversation around a specific newsletter article on Facebook or LinkedIn. By sharing a summary of the article and asking for feedback on social networks that encourage dialogue, you’ll not only generate more engagement but you’ll also have more opportunities to get your content in front of their social connections.
Related: 7 Reasons People Aren’t Engaging With Your Business on Facebook
4. Create a video
Online video is a quick and easy way to humanize your marketing and give fans and followers a look behind the curtain. It can also be used to engage fans and get your campaign in front of connections that may have overlooked your updates in the past. Talk about some hot topics from your next email in a video, upload it to YouTube, and share it across your social networks. (And don’t forget to encourage viewers to sign up!)
Related: 8 Best Types of Video Marketing
5. Get visual on Pinterest
If you’ve already started building an audience on Pinterest, you know that it’s a great tool for showing off the work you’re doing and keeping your audience well informed. Consider creating a board on Pinterest specifically for your monthly newsletters and “pin” each edition when it comes out. Make sure to use high-quality images that reflect your brand within your newsletters, announcements, and other marketing campaigns. Don’t forget to include a call-to-action for those who like what they see to subscribe to your email list for more great content.
Related: How to Use Pinterest for Your Small Business
Your contact list is one of the most important channels you have to communicate with your audience online. Getting fans, followers, and connections across your different channels to join your list, gives you the chance to take ownership of your contacts and make sure future campaigns are seen by the right people.
Editor's note: Not using email marketing yet? Or not happy with your provider? BusinessknowHow.com uses and recommends Constant Contact. Try it free today.
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Ellen Williams, Constant Contact Regional Development Director, New York and Southern Connecticut
Ellen has over 20 years of technology and marketing experience and has presented to over 4,000 small businesses, nonprofits, and associations. Her advice on best practices help organizations understand how to build great customer relationships that inevitable grow their businesses.