by Deb Coman | Content Repurposing, Email Marketing, Social Media
Why stumble along using only email or social media when you can stand firmly in a coordinated strategy of both?
Email marketing
Email is the first line of communication with people who’ve chosen to hear from you. Not only are your subscribers more likely to pay attention, but they’re more likely to buy from you, too.
You can make this happen faster and more often by regularly emailing information that helps them with the challenge they came to you for.
Send weekly emails to build trust by illustrating:
- That you understand the challenge in detail
- Know how it’s interfering with their success
- Why you’re the person who can help
- Your approach, style, and success delivering solutions
- And what they’ll achieve when they work with you.
Building trust
Building trust takes time and can also happen instantly. When you energetically align with what your ideal client needs, you create better emails and better content, in general. Better align the energy in your content here.
Social media
Your email community may get stagnant if you’re not consistently bringing new people in.
This is why social media is a necessary leg in a solid two-part strategy.
On social media, every post and comment is an opportunity to connect with new people.
What starts as a simple conversation can be the seedling to a flourishing client or colleague connection. And while you can’t expect that every time, you can set an intention for it each time you’re on social media.
Passively scrolling won’t get you clients.
Ever.
Active engagement will.
Especially when you focus on the conversations already happening.
As you build trust and nurture relationships, you create opportunities to invite people to connect further:
- Join your email community
- Schedule a connection call
- Or hire you directly from social media.
Remember, many people become clients without ever joining your email list.
Repurposing, not regurgitating
When you create content for your emails or social media, repurpose it to the other channel. This often overlooked, or misunderstood, strategy sets you apart and expands the impact of your content.
Repurposing doesn’t mean copying and pasting from one place to another. Copy and paste screams that you can’t be bothered to customize your message for the audience or platform.
And while a reinforced message is a home run, a redundant message becomes annoying or, worse yet, invisible. People move on quickly feeling, “I already saw / read this.”
You can attract clients and generate sales with a strong social media or email marketing strategy. However, a strategy that incorporates both email and social media accelerates the client acquision process, revenue generation, and saves you time.
Use social media in combination with email marketing and content repurposing for top tier results you can count on.
When’s the last time you reviewed your own content strategy and repurposing?
Have you explored what’s possible when you do that here?
by Deb Coman | Content Cycle, Content Marketing Strategy, Email Marketing, Social Media
If you don’t know where your next client is coming from, your content cycle needs some tweaking.
What is your current practice for creating and sharing your content? Are there certain steps you follow? Are you consistent?
Without a clear plan and regular action, results suffer … or are non-existent. But no need to despair, there is a way out.
The Content Cycle
An effective content cycle includes creating a new piece of content and following these next steps:
- Post new content to your website blog.
- Email your subscriber list.
- And share the new blog on social media.
Three fairly simple and straightforward steps. And yet, many business owners only do this part of the way, or occasionally, or even not at all.
Why All 3?
When you fall short of creating valuable new content and sharing it on your blog, in email marketing, and on social media, you are leaving money on the table. A comprehensive content marketing strategy checks all three boxes. That’s what makes it thorough, aligned, and well, … comprehensive!
The Blog
The blog on your website is truly your real estate online. You design the layout and the messaging and the customer journey once people are there. As I’ve done here in this blog, you can direct people to a related topic in another blog like this one on Content Strategy and the Customer Journey. You decide the pathway and create the steps.
Another strategy is to position your opt-in in the sidebar, at the end of the blog, or as a call to action. For example, as we talk about the content cycle, here’s some help for you to avoid these 3 Common Content Mistakes.
This way when new people find you and come to your blog they have even more opportunity to learn about you, explore more of the website, assess your expertise and credibility, and to stay more connected by becoming a subscriber.
Your Email List
Your email list of subscribers … so often neglected or bombarded with promotion. And these are the people most likely to buy from us.
The sweet spot in email marketing is regular, engaging conversational emails to share valuable content that sparks discussion and a desire to learn more. When you create new content on the blog this is a prime piece of content to share with your audience of subscribers.
And rather than just plop it into the email, give people an introduction and some context to build an interest in reading what you have to share on the blog and then drive them to the blog post with a link.
Social Media
Social media posting is not just for cat videos and your latest vacation spots. It’s an ideal way to connect with potential clients, referral sources, collaborators, and other online business owners who can enrich your online business journey.
And yet many business owners view this as a nicety, an after-thought. Social media is an integral part of a comprehensive content cycle. That newly created piece of valuable content on your blog needs to be shared on social media … and not just once. Circulate and repurpose your content over time.
Encourage and prompt conversation on the topic. Listen to what people are saying. Continue the conversation and when appropriate, offer to take it further into a private message or a call. This is how we move from social media to potential sales conversations that lead to enrollment.
And it all starts with your content.
Here’s a quick video about making the content cycle work for you in your business.
Click the image below to watch it now.
Your Turn
I hope this gives you some ideas about how to improve your own content cycle. I’d love to hear your thoughts and questions.
