In this brave new world of Facebook, Linked In, Pinterest, Twitter, etc., it is a common belief that you don’t get anywhere without spending hours on social media. After all, if ‘’everybody else’’ is doing it, you must have to do it too. But have you ever wondered whether all those little tweets, posts and updates really add up to anything significant? Meanwhile other forms of communication with customers such as email and direct mail (snail mail as some like to call it) seem to have fallen by the wayside, as more and more people focus their marketing efforts on social. However, many experts (and I’m including myself here) think this is a bad investment. Read on to find out why.
These days social media is king. No doubt about it. You can’t have a business nowadays without a Facebook page, or a Twitter feed. And, as if we haven’t been spending enough time on these sites, there are always new sites being added to the mix. Social media may have expanded it’s reach over the years, but herein lies the problem. With EVERYTHING going online these days, attention is spread over more sources. We’re having to work more and more to capture less and less attention.
This is not to say that social media is a bad thing. It certainly isn’t. And you will definitely need to have a professional-looking Linked In business page, and a Facebook business page, so people who do find you on social media have somewhere to go, but in 2015, I think we have definitely reached the point where spending loads of time on social media to improve visibility is suffering from the Law of Diminishing Returns.
By all means use social media. You can’t really avoid it anyway. But do it wisely. In other words, choose a few useful activities and allocate time for doing only these things.
For example, one thing I like about Facebook and Linked In is their paid advertising, which allows you to target specifically people in your niche and send them back to your business page.
Another way to utilize social media is to use it for research. Get actively involved in groups and forums that your target market is in and see what kinds of questions people ask, where they currently turn for advice, and what articles they share. What are the hot topics? Maybe that can be the subject for your next white paper. What is it that frustrates them? Come up with a solution and make it the subject of a ‘How To’ report.
There’s a growing opinion among Internet marketers these days that email marketing is dead.
But let me give you some statistics.
In 2012 a company called Exact Target carried out a survey on what was the best way to reach target customers. 91% of respondents said they checked their email daily, and 77% claimed that email was their preferred channel for “permission-based promotional messages.”
Consider that Facebook only clocked-in at 4%, and you can see that emailing your prospects is still very much a great way to capture leads.
The thing with emailing is that it has to be done properly. This means auto responder series and well-crafted emails that send out the right message, that strike a good balance between developing trust by providing value, and asking for a sale, and has an attention-grabbing headline. I believe it is crucial to hire a professional copywriter to write your email series for you. Otherwise you run the risk of the dreaded ‘unsubscribe’.
Remember those envelopes that used to come to your letter box that had little advertising messages or teaser copy on them?
Well, they’re still around. And contrary to popular belief, they’re not going anywhere. According to Experian, “Traditional offline marketing,” which includes direct mailers, was a $93.6 billion industry in 2012. compared with online marketing, which is worth about $62 billion.
In 2013, the Drum also reported that four-fifths (79 per cent) of consumers will act on direct mail immediately, compared to only 45 per cent who say they deal with email straightaway.
And direct mail is the preferred channel for receiving marketing from local shops (51 per cent) and banks (48 per cent), while email is preferred for events and competitions (50 per cent each). October 2013.
The reason cited for this is that consumers see so many emails in their inbox, and are just as likely to delete it than open it. Or maybe it has something to do with that tactile experience of actually having something in you hands that you can sit down on the sofa and read at the end of the day, when you’re not distracted by phones, colleagues etc.
Despite this good news about direct mail, it is projected that expenditure on this sales medium will fall in the coming years, as more and more companies shift their efforts online. This means there are growing opportunities for those who choose to utilize this medium.
So it seems that the most effective ways of communicating with customers hasn’t changed as much as we think. Direct mail still comes out the winner, followed by email, and then social media. Actually I think this is good news. It means all you have to do is invest in a good copywriter to produce professionally written direct mail pieces for you while you enjoy using Facebook for what it was intended for, uploading your holiday pics and catching up with old friends.
Want to know how a copywriter can add value to your marketing efforts? Check out my service page on
or email firstname.lastname@example.org to ask me a question.
have a great day