Why Email Campaigns Are Superior to Social Media For Nurturing Leads
Social media has been getting a lot of attention in the marketing blogosphere.
But is this justified?
Let me tell how you can maximize your results with email campaigns and why this is often preferable to using social media for nurturing leads.
Social Media Marketing
Let’s look at the main reason why people are on social media in the first place. Facebook, Instagram, and others are used for making connections. Anything that is not worth “sharing” or “following” is ignored. Your content can be valuable and relevant to your leads, but it probably isn’t to their family and friends.
There are situations in which social media marketing has utility, but these are few and far between. If you have an authority figure, a brand spokesperson, or someone else that speaks publicly about your solution, social media is the place to do it. If you do not have a spokesperson, stick to lead generation and funnel them towards your email list instead.
Although most businesses do not have a narrative, some might benefit from creating one depending on the target audience. If your spokesperson starts to hammer random people with a sales pitch, nobody will listen. But if your solution is somehow part of their narrative, things are quite different.
“Influencers” primarily sell themselves. After they’ve done so, they turn to sponsored content to make money. Assuming you do not trust an outside party with your brand, you could decide to create an online persona. If your spokesperson has a lot of followers, casually mentioning your offer might be enough to boost sales.
The problem with this is that keeping up a public persona is time consuming. It becomes a game of nurturing the followers of the spokesperson rather than nurturing leads for your business. The fundamental difference is that most leads want to learn how your business can help them, and most followers just want to be entertained. The percentage of people that are interested in your solution is lower..
Your best bet is to filter out the people most likely to buy from you and send them a well structured email campaign.
I’ve discussed the downsides of social media. What about the upside of using email?
Email is a business medium. Most formal correspondence goes through email. This in stark contrast to social media, which is mostly used for entertainment.
By using email, you put yourself on top of your leads mind when he is in the office. Some people use their inbox as a to-do list. This is the best possible scenario. Your campaign becomes part of their ritual. If you are a good writer, people will start responding to your messages.
The narrative of an email campaign usually does not revolve around the life of a spokesperson. It may be written in the name of one, but it focuses more on the product or service you have to offer. This emphasis makes it a more suitable medium for business purposes.
Last but not least: you can use email to announce new premium content and you can run several campaigns at once. The tools are more sophisticated than with social media and it saves you a lot of time and effort.
To ignite your lead generation efforts, you could create a resource center with white papers and revenue-boosting case studies on your website and combine that with your email marketing. Learn more about generating leads with a resource center, which you can couple with your email marketing campaigns.
Who is the Winner for Nurturing Leads?
In most cases, your best bet is to send as many leads to your landing page with email opt-in as possible.
Even if you are selling something that can be construed as being part of a “lifestyle” or social dynamic, email has proven to be a more efficient tool for lead generation and closing sales.