Social media is a pressure to be reckoned with. It’s grown from a fringe exercise for school college students right into a every day ritual for almost all of people on Earth. Think about these statistics:
- 4.8 billion social media customers globally
- 150 million new customers prior to now 12 months
- 90% of web customers are on social media
- 2.5 hours per day for the typical social media person
- 11.5 billion hours spent globally on social media every day
It’s clear that social media has an outsized position in our lives. However how precisely does that translate for companies and organizations? If individuals are primarily logging into their social accounts to learn the information or publish photographs of their grandkids, there aren’t many alternatives to make a advertising impression.
That is the place it will get fascinating.
Fashionable social media customers have really come to count on interactions with manufacturers. They wish to study services, in addition to get a really feel in your distinctive character.
Whereas leisure and interpersonal connections had been as soon as the most well-liked actions on social media, model engagement has now risen close to the highest. These stats inform the story:
- 61.7% of individuals use Instagram to comply with and analysis manufacturers
- 61.8% of individuals use Fb to search out entertaining content material
- 54.6% of individuals use Fb to comply with and analysis manufacturers
- 54.2% of individuals use Fb to search out entertaining content material
Sure, partaking with manufacturers is a precedence for almost all of social media customers. So you may have an unimaginable alternative to check content material and construct connections. And the buck doesn’t cease there. All of the learnings and successes out of your social media laboratory could be leveraged with nice success on different advertising channels, reminiscent of electronic mail.
Repurposing your finest social content material for electronic mail
There’s a big distinction between repurposing one thing and easily reusing it. Reusing one thing is akin to copying and pasting, which is a self-serving method that’ll really feel unhelpful and inauthentic to your readers. Positive, it saves you time. However you want to take into consideration the prices related to boring your followers.
Successfully repurposing content material in your electronic mail campaigns implies that you are taking what’s working fantastically inside your social channels after which strategically adapt it to profit your electronic mail readers. The phrase “repurpose” really means to discover a new function for one thing that’s already present, implying that you want to strategically take into account the best way to use your social content material inside this separate channel.
Not your whole high-performing social content material qualifies for the e-mail realm, so be considered. Listed below are just a few key inquiries to ask:
- If the recipient already noticed this on social media, would it not nonetheless really feel worthwhile?
- If the recipient didn’t see this on social media, will it nonetheless make sense?
- Will this content material present worth to our followers?
So long as you possibly can reply these questions within the affirmative, you may have a strong piece of content material that may doubtless carry out properly as an electronic mail.
Ideas for repurposing your social media content material for electronic mail
Your repurposing methods will differ from case to case as a result of the distinctive function will rely upon the viewers and technique. However listed here are 4 ideas that will help you begin making cross-channel transitions that retain the unique high quality.
1. Take visible cues
Social media is a predominantly visible expertise. Take into consideration the way you often view the content material inside your feed—it’s doubtless plenty of wanting and solely sometimes studying. If you happen to’re on a cell gadget, this phenomenon is especially noticeable.
Take note of how rapidly your thumb is transferring as you swipe via content material.
In case your thumb pauses for a second, hovering with anticipation over the display, you need to have encountered one thing notably fascinating.
Utilizing the analytics instruments constructed into your social channels, search for the content material that bought your followers to cease scrolling. The pictures inside this content material, whether or not they’re images or graphical creations, clearly pack a punch. Discover inventive methods to use them in your electronic mail, whether or not it’s as a hero picture, embedded inside the copy, or included as an attachment.
Let’s say that your model shared an infographic on Fb, and it completely blew up, main you to wish to share it along with your electronic mail subscribers. You may begin by wanting on the publish’s caption and seeing if it has relevance to your topic line. Relatively than an afterthought, you need to take into consideration topic traces because the doorways to your content material. If it’s not accessible and fascinating, no one will ever open it up.
Subsequent, you can take into consideration one of the best ways to current the infographic. If it had been shared by lots of your customers on Fb, it would be best to make the content material equally shareable inside this electronic mail. So that you may decide to connect it to the e-mail as a PDF file.
For the e-mail’s copy, you can draw as soon as once more from the caption of the unique publish. Studying via the feedback on the Fb publish, you can additionally determine among the infographic’s components that almost all resonated along with your followers. These insights can additional provide help to craft the topic line, headline, and physique copy.
2. Showcase your user-generated content material
Social media is exclusive in that it breaks down lots of the partitions which have historically existed between manufacturers and customers. If an individual actually beloved a sure model of denims within the Nineties, they could point out it to their associates. However the attain of affect doubtless ended there.
Flash ahead just a few many years and prospects can now broadcast their emotions a couple of model to a world viewers. If an individual loves their new denims, they’ll publish photographs of them sporting them after which tag the model. Savvy manufacturers then show these photographs on their web sites as a means of enhancing their social proof.
Seeing examples of different individuals selecting a sure model is at all times extra impactful than merely studying their critiques of those self same manufacturers.
These user-generated photographs are useful in your web site, so they could additionally develop into heavy hitters when included in your emails. Ask permission from the person to characteristic their photograph after which brainstorm the very best methods to showcase it to your subscribers.
Different belongings you possibly can borrow from social media embody person testimonials and critiques. Spherical up the very best quotes after which put them collectively in an electronic mail that showcases how extraordinary prospects really feel about your model. You’ll be amazed by how way more open individuals are to the opinion of their friends than they’re to your (admittedly biased) perspective.
3. Create a “what you may need missed” electronic mail
This is likely one of the easiest methods on the market. Evaluate your top-performing posts from the previous six months or so, then create a roundup that features the very best of the very best. You can doubtlessly use pull quotes to indicate among the finest or funniest feedback from customers in order that it feels extra energetic and collaborative than a fundamental checklist of screenshots.
A serious advantage of this sort of electronic mail is that it highlights the standard of your social media channels, which might, in flip, immediate your electronic mail subscribers to go comply with your accounts. There’s doubtless some overlap between these two audiences, however that is your probability to spur among the email-exclusive followers into motion. Keep in mind: the extra contact factors you may have with prospects, the extra engagement you’re going to get.
4. Share ballot and survey outcomes
Social media makes it simpler than ever to hunt the opinion of your followers. If you happen to had a very fascinating ballot that bought a strong response, you need to ship it out to electronic mail subscribers in order that they’ll see the varied views of their friends. Such emails additionally spotlight the engagement you’re getting on social media, which strengthens the picture of your model as customer-focused.
When you’ve shared the very best elements of the ballot or survey, don’t miss the possibility to share how your model is taking the learnings to coronary heart. For instance, if an Instagram ballot revealed that your prospects love a sure product above all others, you can announce that you just’re providing free transport on that merchandise for the subsequent 30 days. Otherwise you may say that you just’re going to analysis new variations of the product so to proceed to ship an distinctive expertise.
If the ballot revealed areas for enchancment, reminiscent of lengthy customer support wait instances, you can share the steps you’re taking to enhance the scenario. This sort of vulnerability and eagerness to enhance can go a great distance in constructing belief and loyalty.
The most effective content material will at all times be cross-channel
There are many good companies on the market that also function inside silos. They may have a devoted electronic mail staff on one facet of the constructing, a digital staff engaged on the opposite facet, and a video staff that’s completely distant.
You don’t at all times have complete management over the place your individuals are bodily situated, however you positively want to ensure they’re collaborating. Repurposing content material builds goodwill between groups as a result of it saves time, exhibits belief, and results in higher outcomes. By flattening the silos and inspiring your groups to share their top-performing content material, you’ll set the stage for sustained success. And your followers will recognize the efforts as properly, because it offers a extra cohesive expertise and helps them have interaction along with your model when and the place they most desire.
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