There are a number of ways to market your business to get more exposure for your brand and increase your sales and conversions. In addition to search-engine optimization, some of the most popular marketing tools include e-mail marketing and social media marketing, particularly with Facebook. SEO is always going to be one of the best ways to market your site and to help you gain page rank and increase your traffic. However, after you invest all that time in optimizing your site, you may not have enough time to also devote to both e-mail marketing and social media marketing.
Though many online marketers have long contended that e-mail marketing is king — “the money’s in the list,” they say — the rise of social media marketing is challenging this conventional wisdom. Facebook has proven itself to be a much more effective marketing strategy than e-mail marketing for a number of reasons. Here’s why Facebook outperforms e-mail for marketing a business and why you may want to consider ditching your autoresponder:
Most People Won’t Open E-mail
When you sign up for an e-mail list, you’re likely new to the site and excited to learn more about what it has to offer. The first few times that you get an e-mail from the list, you open it to learn what new things are going on at the site. After a few weeks, you start to feel less excited when you see those e-mails — especially when they all promise some amazing secret, some new solution, or some critical tool or service that’s going to change your life for the better. E-mail fatigue sets in, and you not only stop opening the e-mails but you also stop noticing them altogether.
When you follow a business on Facebook, on the other hand, you learn about new posts through your news feed. Instead of just a headline, which is likely sensationalized to get you to click, you can see a short synopsis of the post, letting you know whether it’s relevant or interesting, increasing the odds that you will click on it to learn more. If there are a lot of likes and comments on the post, that will also encourage you to click through to learn more.
E-mail can become Invasive
Most people hate to have a cluttered inbox. When they sign up for a lot of newsletters, those can start to pile up in their inbox, creating clutter. Most people will react by either automatically deleting the e-mails or unsubscribing. Too much e-mail just starts to look like junk mail.
Facebook, on the other hand, streams all this information into a news feed that’s constantly moving. It doesn’t seem cluttered because the information is always feeding through — whether you have 1 friend or 1,000 friends, it looks the same. Posts that appear in a news feed will seem a lot less invasive than those that appear in an inbox.
People are More Likely to Share on Facebook
When you read an article that you really like in e-mail, do you forward it? Probably not. The days of the e-mail forward are mostly over, as most people recognize that they are annoying their friends and cluttering their inboxes when they send forwards.
However, when you read an article that has been shared on Facebook, you are much more likely to share. The option is immediate: Just click “share” and it goes to all your friends and family. There’s no need to sort through your address book or think about who might like to see it. All those who are interested can click through when they see it on your feed.
Facebook Allows Immediate Interaction
In addition to making it easier for users to share content, Facebook also allows for more immediate interaction. When users read articles on Facebook, they can click “like,” which is a great option for those who don’t want to commit to sharing but who still want to signal their approval. When users like the article, it will appear in more news feeds and get more exposure — something for which there is no equivalent for e-mail marketing. Facebook also allows users to immediately comment and respond to the article. Through e-mail marketing, users would have to click through to the article and then navigate to the comment section to begin this interaction. With Facebook, the comments are right there, encouraging others to join the conversation.
Your time and your resources are limited when it comes to marketing your site. Make sure you choose the strategy that gives you the most impact for your investment. When it comes to Facebook vs. e-mail marketing, you may just find that Facebook offers your business more results.
Do you have more success with Facebook marketing or e-mail marketing? Share your experiences or your tips in the comments!