No Chocolate in the Peanut Butter!
"There are many similarities between social media marketing and email," says Ross Kramer in an article at MarketingProfs, "but they are two distinct marketing channels and they should be used separately to enhance or magnify, not just promote, each other." Kramer outlines a process for complementary strategies that play to the strengths of each channel, to avoid a classic chocolate-in-the-peanut-butter mix-up:
Get to know potential customers through social networks. Pay attention to where they are and what they say; read their blogs and follow them on Twitter. "Remember, however, that just because you're gathering this information in social channels, [it isn't safe to] assume they are the best or most appropriate channels to communicate with your target audience," he notes.
Once engaged in conversation, ask if they would like to join your email list. People will become annoyed if you try to sell them something on Twitter, but as subscribers to your email campaigns, they won't mind targeted marketing in their inbox. "They expect emails to contain product information that is relevant to them and an offer that is compelling enough to entice them to buy," says Kramer.
The Po!nt: Channel those sweet thoughts. Use each marketing channel to its fullest complementary advantage—social media, to build brand awareness, share information and start cool conversations; email, to maintain those conversations and sell products.
Source: MarketingProfs. Click to read the article.
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