It’s not. Especially these days.
If you’re doing it right, marketing is a public service. You have something deeply valuable to share with the world. If you don’t spread that information to the people who need it, you’re doing them a disservice.
Facebook is a great way to start. But that’s not where you should stop.
In the internet age, the commodity that’s really valuable is attention. Tweet that!
Think about it: people are crazy busy. In addition to their work, they’re pulled in so many directions: family, friends, entertainment. That’s before we even mention online distractions: Facebook, Twitter, YouTube. People’s smartphones are constantly ringing, pinging and vibrating with one more notification hustling for their attention.
Use my app!
Play my game!
Reply to my tweet!
New blog post!
Someone replied to your Facebook post!
But one medium remains top-of-mind for most people: 91% of consumers check their email daily.
If you’re not in your customer’s inboxes, you’re leaving a lot on the table.
4,300% of your efforts, to be exact.
Think about it: with email, you don’t have to rely on Facebook’s algorithms to deliver your message, or on your customers remembering to stop by your website. Your message arrives directly in their inbox because they’ve specifically asked to hear from you.
A few tips:
Capture email addresses—ETHICALLY.
Don’t scrape emails from a Chamber of Commerce list, or add anyone who hands you a business card. If they didn’t specifically sign up for your email list, that makes your emails spam. That makes you a SPAMMER. #ewwww
Use those email addresses. Regularly.
Just seeing your name in their inbox will remind people that you exist. You never know when being top of mind might result in a sale or donation!
When they open the email, make them remember why they like you!
Instead of delivering a message that reads like a laundry list of things that YOU NEED people to know, put yourself in your customers’ shoes.
Which emails do you click on every time? I’ll bet that they’re the ones that deliver something of value to you, every time.
For every organization, that may be something different. Maybe it’s a round-up of news about your industry. It might be your latest blog post sharing valuable information. It might be a story: an inspiring success story, a funny story. It could be a behind-the-scenes peek that makes your customers know you, like you, and trust you all the more. Maybe it’s a free resource that makes their lives easier. Shake it up, and see what your people respond to.
Bonus tip: Email everyone on your email list. Personally. One by one.
I can’t take credit for this one. I got this from the amazing Jenny Shih.
Ultimately, people will do business with people they know, like, and trust. Personally reaching out with a one-to-one email is a great way to build a relationship with your subscribers. Here’s the thing, though—it’s GOT to be authentic. People can sense when you’re being smarmy, salesy, and just doing it for the money. You’ve got to want to serve your people, and let that shine through when you communicate with them, whichever medium you’re using.
Even if no action comes of your emails, at the very least you’re getting people’s eyeballs on your name, and hopefully getting a percentage of their attention.
While one email from you may not do the trick, be patient. When you’re building relationships, there’s no finish line.
My email provider of choice: MailChimp.