Posted by Graham Henry | Posted in Advice, email, Opinion, Small Business, Tips and Tricks | Posted on Apr 14, 2012
3. Direct Links in Email
If you’ve got an email campaign, chances are, right now, someone is reading one of your messages. Email is a huge part of how modern companies do business, and the easiest way to get your social media in on that sweet, ecommerce action is to build a pathway for it. Facebook provides numerous free icons that can be hyperlinked to your Page, and many email Service Providers support layouts encouraging fb tie-ins. Icons can generally be placed anywhere on your emails and, depending on the amount of attention you want them to receive, rearranged in a number of different ways. Don’t have the technical know-how to modify images? No worries, there are numerous applications designed around integrating social media into emails. The image editor in Email Design Builder, for example, allows you to add an icon and hyperlink it in one easy step.
“Why should I add another link to my emails?” You may be asking. “What’s in it for me?” The answer is, put simply, that Direct Linking is for Facebook what dynamite was for digging holes. Or fishing.
The new Facebook Timeline format prevents businesses from designating landing pages from within the site. However, outside sources can direct to any Page feature with a url, including Like-Gated Applications and other conversion-generating content. Giving your customers the option of following these links will net you fans and help ensure that your business has a strong social media presence.
People who opt-in to your email or social campaigns are expecting updates from your company. This interest can be leveraged by both platforms to draw business for themselves and each other. Say you start running a contest over Facebook. Send an email out letting your customers know about it. Running an email campaign? Alert your Facebook fans to send you their email addresses for a special promotion. Knowing how and when to best use tactics like this can be tricky at first, but your ability to identify opportunities will develop quickly once you get started.
1. Facebook Signups
While having followers on your social pages is a great way to update people about your company, exposure is spotty and you don’t really have control over who sees what. To get your Facebook fans more engaged with your marketing, try creating Applications offering special deals or exclusive content that require an email address to sign up. Be sure to include a clause about marketing materials and BAM, contacts.
To set up a form-based Application, you’ll need a Facebook Tab creation tool, like Social Page Builder, and a dedicated list building service to pass the addresses to. How you treat these contacts is up to you, though it’s important to remember that they came to you from a social setting and are probably used to a fairly informal exchange.