Social media has become an integral part of our lives, and its importance in the business world cannot be ignored. Many companies have started to invest heavily in social media marketing to reach their target audience and promote their products or services. This, however, is about to end. You see, social media is no longer as effective as I expect.
Why Social Media Marketing is dying?
One of the main reasons why social media marketing may not be as effective as I expect is the declining organic reach of social media platforms. It doesn’t matter which platform, in general, almost all of them are the same—they have become pay-to-play platforms. Organic reach refers to the number of people who see your content without any paid promotion. Social media algorithms are constantly changing, and many platforms have started to prioritise content from family and friends over business pages. As a result, the organic reach of business pages has declined significantly. This means that even if you have a large following on social media, a small percentage of your followers may see your content, reducing the impact of your social media marketing efforts.
Another reason is the oversaturation of content on social media platforms. With so many businesses vying for the attention of their target audience, it can be challenging to stand out in a crowded market. This means that even if you have a great social media strategy, it may not be enough to cut through the noise and capture the attention of your target audience.
Social media has also been plagued by issues related to trust and credibility. Fake news, fake followers, and fake reviews have all eroded the trust that users have in social media platforms. As a result, many users are becoming more sceptical of the content they see on social media, including content from businesses. This lack of trust can make it difficult for businesses to connect with their target audience and can undermine the effectiveness of their social media marketing efforts.
While social media platforms offer many targeting options, they are not always as effective as I expect. Social media targeting can be limited by factors such as location, age, gender, interests, and behaviours. However, these targeting options may not always be accurate or may not reach the desired audience. This means that even if you have a highly targeted social media strategy, you may not be able to reach your desired audience effectively.
These are stuff I see happening out there. As an entrepreneur, you should consider these factors when developing your social media marketing strategy and should look for ways to complement your social media efforts with other marketing channels to achieve your marketing goals.
Large brands are balancing the act with email
Yes, you heard me right. Large brands hardly put all eggs in a single basket. They structure their marketing game beyond social media to distribute their content predictably to bring the much-needed ROI back. They have a number of channels in hand and then integrate those channels accordingly. Among their favourite channels is email.
Why email? 5 reasons.
- High Return on Investment (ROI). Email marketing is known for its high ROI. According to a study by the Data & Marketing Association, the average ROI for email marketing is $42 for every $1 spent. This means that email marketing can provide a significant return on investment for brands.
- Reach. Email marketing allows brands to reach a large audience at a relatively low cost. By building an email list, brands can send targeted and personalised messages to their subscribers. Unlike social media or search engine marketing, email marketing provides a direct line of communication to the customer. The best part is, it’s free.
- Personalisation. Email marketing allows brands to personalise their messages to each subscriber based on their interests, behaviour, and demographics. Personalised emails have been shown to improve open and click-through rates, leading to better engagement and ultimately, more sales.
- Automation. With email marketing automation, brands can set up automated campaigns to send targeted messages based on specific triggers, such as a customer’s behaviour or a specific date. Automation can save time and increase efficiency, allowing brands to focus on other areas of their business.
- Analytics. Email marketing provides detailed analytics that can help brands measure the success of their campaigns. Brands can track open rates, click-through rates, conversion rates, and other metrics to optimise their campaigns and improve their overall marketing strategy.
To them, email marketing is much more predictable than social media and others.
Here’s how they are doing it — Email Marketing Strategy
Well, large brands use email marketing in a variety of ways to engage with their audience and achieve their marketing objectives. Here are some examples of how large brands are using email marketing to win:
- Promotions and Discounts. They often send promotional emails to their subscribers to offer them discounts, deals, or exclusive offers. For example, Amazon sends personalised emails to its subscribers, offering them product recommendations and discounts based on their browsing and purchase history.
- Newsletters. Large brands send newsletters to their subscribers to keep them informed about their latest products, services, or industry news. For example, The New York Times sends a daily newsletter to its subscribers, featuring the top news stories of the day. I subscribed to this.
- Welcome Emails. They often send welcome emails to new subscribers, thanking them for signing up and providing them with an introduction to the brand. For example, Airbnb sends a welcome email to its new subscribers, providing them with information on how to book their first trip and introducing them to its community. FYI Airbnb is one of the brands I like to benchmark when it comes to great user experience.
- Abandoned Cart Emails. They send abandoned cart emails to customers who have left items in their online shopping carts but haven’t completed their purchase. For example, Nike sends abandoned cart emails to its customers, reminding them of the items in their cart and encouraging them to complete their purchases.
- Birthday Emails. They send birthday emails to their subscribers, offering them special discounts or gifts on their special day. For example, Sephora sends birthday emails to its customers, offering them a free birthday gift and personalised product recommendations based on their beauty preferences. Sephora is another brand I really admire.
- Re-engagement Emails. Large brands send re-engagement emails to subscribers who haven’t interacted with their emails or made a purchase in a while. For example, Spotify sends re-engagement emails to its inactive subscribers, offering them personalised playlists and encouraging them to return to the platform.
These are just a few examples of how large brands are using email marketing to engage with their audience and achieve their marketing objectives. Now you know.
PR is another channel they prioritise too
Both email marketing and public relations (PR) can be effective marketing strategies, but they serve different purposes and can be used in different ways.
Let me explain. Email marketing is a direct marketing technique that involves sending targeted emails to a list of subscribers who have opted-in to receive them. It can be used to promote products or services, nurture leads, build relationships with customers, and drive sales. Email marketing is highly measurable and allows for targeted and personalised messaging.
PR, on the other hand, is a broader approach to building relationships with the public and shaping public perception of a brand or organisation. It involves using media channels such as press releases, media pitches, events, and social media to generate publicity and enhance the brand’s reputation. PR can be used to increase brand awareness, establish thought leadership, manage crises, and build trust with stakeholders.
Both email marketing and PR can be effective in achieving different marketing objectives. For example, if your goal is to drive sales and conversions, email marketing may be more effective. If your goal is to build brand awareness and reputation, PR may be a better option.
Ultimately, the best strategy for your business will depend on your specific goals, target audience, and resources. A comprehensive marketing strategy may include both email marketing and PR, along with other tactics such as content marketing, social media marketing, and advertising, to achieve the best results.
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