Are Your Followers Loyalists?

Poke, post, photo-stalk.

Because so many people use Facebook as their primary social media conduit, businesses are butting-in to grab the attention of the site’s oh-so-addicted consumers. Across the Internet, you’ll see social media sharing buttons begging to be clicked and business owners biting their nails as they “suggest” their page to hopeful prospects. “My Facebook page is likable,” they think, “likable enough to draw followers in.”

This may be the case for some businesses, but the majority haven’t been so lucky. Why are students (and young consumers, in general) so skeptical when it comes to online marketing? A recent article shares three things we should remember when marketing to college-aged Facebook users (Source: Morgan Stewart from MediaPost):

  1. Friends’ feedback is taken seriously: This generation of Facebook users strongly heeds input from friends. “Instead of simply sticking a ‘Share This’ button in their face, try prompting them by asking, ‘Want to get feedback from your friends before you buy? Post this to Facebook and see what they have to say.'”
  2. Short attention spans call for simple sites: If your Facebook page isn’t easily navigable, don’t count on sustained interest. “State problems, present clear solutions, and don’t let unnecessary links get in the way.”
  3. The ‘Honesty Radar’ is on at all times: “If your content is buried between advertisements or littered with social sharing links, then your integrity may be called into question. Keep your content clean.”

Conclusively, social media is a great way to get students involved with your brand. By simplifying your Facebook page to clearly delineate followers’ benefits, you’ll gain loyalists in no time!

Creating “Rock-Star” Email Marketing

Are you an email marketing rock star? Jeanniey Mullen asked the same question to an SES Conference panel last week and defined what makes and breaks email marketing campaigns.

Do’s:

  • Know why your consumer should sign up for your emails
  • Use intrigue versus incentive
  • Build up “reverse preferences” (track what people do and don’t do)
  • Run subject line tests
  • Use social media to drive up open rates
  • Test
  • Analyze
  • Use Web designers
  • Use a clear call-to-action
  • Keep important content/messages above the fold
  • Respect image blocking and the preview pane
  • Render tests
  • Create an iron-clad email process with tasks, individuals, and days of the week associated with each milestone
  • Run a test with every send and (this is key) share your results with your stakeholders for short-term viability; archive them for long-term learnings

Also, prior to sending any campaign, you should ask yourself three questions:

  1. What is this email about?
  2. Why do my subscribers care?
  3. [If they care,] what can they do about it?

Mullen’s suggestions are a definite wake-up call to businesses in an email marketing “funk”.

If you’re not constantly on your toes when it comes to innovative email campaigns, odds are your clients are following suit.

Does your email marketing deserve a-list status? If not, consider a different approach for your email marketing.