Why doesn’t social media work?

Why doesn’t social media work?

… brands and small business wonder why social media doesn't work for them … seriously?

Why doesn't social media work? It’s not a platform to only send your sales message.

As someone with email marketing as my superpower, it's funny to hear the marketing experts talk about why blasting your email list doesn't work, and then blast their social media followers.

I don’t know about you, but when I log into my social media accounts I’m not sitting with my credit card in hand looking for endless streams of ads and buy my stuff posts. By looking at how some brands and small business use it, they clearly never got this memo.

I’ve heard Social Media defined as “connections”

I think I like the idea of an interpersonal relationship better – “a strong, deep, or close association or acquaintance between two or more people that may range in duration from brief to enduring”.

This will take more than one post and will take some time.

I posted this question on my Facebook page. Why doesn't social media work? and the overwhelming answer I received back was “engagement”. I’d suggest dating a little first

I understand the engagement response. I’ve seen accounts with huge followings, no likes, no shares, no comments, and can only assume that also means no sales?

I heard John Lee Dumas a few years ago speaking and he said something that stuck in my mind “take action that’s not scalable”.  Here's what I've learned from trying this technique.  Think “Pareto Law” 80/20 – most people don't respond or DM you even if you ask to connect.  So, unless you're Dwayne The Rock Johson with ninety-eight million followers, you're not going to be overwhelmed with responses.

Three businesses that do it well.

  1. A new taco restaurant opened in our area. Taps and Tacos I looked up their info on Yelp, then sent them a message via Instagram to see how busy they were. Off we went for dinner and posted a photo of our food and tagged them. They answered they said sorry we missed your message earlier and can see you have already been for dinner. Then asked me how everything was, and thanked me for dining with them.  Was their timing perfect, no, but they did respond? Now that’s social media – a two-way dialogue, a social conversation. You can connect with them on Taps and Tacos on Instagram
  2. Two guys who are very responsive and personal on social media are Dai Manuel.  I interviewed him on the Real Marketing Real Fast Podcast titled “Built By Social Media – Int’l Speaker And Entrepreneur
  3. Jonathan Christian, listen here to another interview discussing Success With Social Media – Telling Your Story

How can you engage your audience, add value to their life, solve a problem, connect and say thank you? I’d bet that engaging with your existing connections will earn you more sales than just trying to grow your following.

Listen to this podcast – WHY DOESN'T SOCIAL MEDIA WORK?

Why doesn't social media work?

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your comments,
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responses below.

128% higher click-through rate – what are the best email subject lines?

128% higher click-through rate – what are the best email subject lines?

Who doesn’t want to generate more sales from your email list?

We’ve all heard the money is in the list, but this article shows there is money in the subject line … what are the best email subject lines?

I was heading away for the long weekend.

Caught a glimpse of email as I was logging off.

So I flagged in my reading file.

Skip Labor Day For Back-To-School Email Promotions

“New data from GoDaddy suggests that Americans are more likely to open back-to-school emails than email promotions touting Labor Day.

Emails without “Labor Day” in the subject line generated a 128% higher click-through rate when compared to emails that did reference the holiday, according to a GoDaddy Email Marketing analysis of emails sent from its platform between August 1 and September 30, 2016.”
by Jess Nelson, August 31, 2017, published in Media Post

Read the entire email post

We all know that generating sales is a process with sometimes many steps. Using email marketing is no different. Each step has it’s own job to do.

  • The right people on our list – quality, they have budget and can make the buying decision
  • Deliverability – getting your email to your peeps
  • Subject line: getting your email opened
  • Copy – engagement, adding value, sales

I'm amazed at so-called marketers that try a clickbait type headline that is not congruent with their email marketing message.

If you pause for just one second and ask yourself … is tricking my prospect or customer to open my message (lying to him/her) the best way to start a conversation.  You've already lost my trust at this point.

Share a couple of the best email subject lines that you have tested.

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your comments,
thoughts and
responses below.

Head over to my podcast and have a listen to one of my many interviews with leading email marketing experts.

Make sure you are subscribed to my email list to get details regarding the release my new book:

3 BIG LIES
The Real Truth About Renting Email Lists
to Generate Targeted Leads and Sales

Is email list rental coming back in style?

Is email list rental coming back in style?

Imagine my delight when the

Author of “Email Marketing Rules” and Research Director at Litmus published a survey about email list rental.

I’ve responded to both the short version of have you done an email list rental? on the Litmus blog and also on their LinkedIn page.

I’ve copied and republished the detailed email list rental survey below.

——————————————
If your brand has ever rented an email list, how was it structured? Select all that were a part of your list rental experiences.

  1. We were given the list by the list broker/owner to use.
  2. We never saw the list that our message was sent to.
  3. We shared our suppression list with the list broker/owner.
  4. Our message was sent to the list on our behalf by the broker/owner using our sending domain and brand.
  5. Our message was sent to the list using the list owner’s sending domain and brand.
  6. When our message was sent to the list, it included the list owners unsubscribe link.
  7. When our message was sent to the list, it included an unsubscribe link so subscribers could opt out of future offers from us.
  8. The message sent was in opt-in based signup (i.e., the recipient had to opt-in to receive future offers).
  9. The message sent was in opt-out based signup (i.e., the recipient had to opt-out to avoid receiving future offers).
  10. I don’t know or our brand hasn’t ever rented an email list.

——————————————
Originally published by Litmus

For those who know me you’re clear on where I stand on this topic …

… having been the largest single purchaser of email list rentals as a media channel for years.

The opportunity for email list rental to form part of your media buying has never gone away, it has gotten better, cheaper, and it’s just not discussed in most circles.

Maybe it’s time to have the conversation again.

POST
your comments,
thoughts and
responses below.

Head over to my podcast and have a listen to one of my many interviews with leading email marketing experts.

Make sure you are subscribed to my email list to get details regarding the release my new book:

3 BIG LIES
The Real Truth About Renting Email Lists
to Generate Targeted Leads and Sales