- Focus on quality and not quantity
- Explain what they will get by subscribing or following you
- Take advantage of the need to belong
- Offer additional value
- Stay in touch
- Leverage the channels between them
- Related content
In previous articles we were talking about what it means to have your own audience for your business , we recommend different sources to grow that audience and we analyzed the most important dissemination channels, social networks and emailing.
So, understanding the importance of an audience for your business, where you can get that audience from and through which broadcast channels you can contact them, it's time to talk about what things you have to take into account to capture that much-desired audience.
As in many other things in life, the famous phrase also applies to the topic of your business audience: the important thing is quality (and not quantity) .
It is not just about gathering and gathering people who subscribe to your emailing or follow you on social networks. Today the focus is on the level of interaction that these people have with your brand.
For example, it is important that you evaluate topics such as:
- What percentage of your base opens your emailings?
- What percentage click on your emailings?
- How many visits did your profile have on social networks?
- How many likes, comments, shares?
According to research from email marketing company MailChimp, the average open rate for an email campaign for the ecommerce industry is 16.75% while the average click rate is 2.32%.
And according to HubSpot, in a study they did on the level of interaction on social networks by market, in the consumer goods and e-commerce industry, the result was that the more posts the brand made, the more interactions they had.
There was a direct relationship between quantity and results. So now you know, it's worth getting your act together and planning good posting strategies for your networks. 😉
This is a basic point, but it is often overlooked. It is important to "seduce" the subscriber about what he is going to get by leaving his email or following you on social networks .
It does not have to be something long, a simple sentence that makes it clear what the emails you are going to receive are going to be about: special discounts, news about new seasons, advice on how to use the products (for example, if you sell products for cooking, you can include recipes or if you sell clothing, you can send styling tips).
Who doesn't like to feel special?
The main reason why people subscribe to a mailing list, for example, is because they like to know that they are part of something special (of a group, like members of a private club).
Knowing this need, you can take advantage of that search for belonging by offering things like being among the first to receive brand news (such as launches, sales, promotions, etc.) or access exclusive content that they cannot find in other channels of the brand. the brand (tips on how to use and care for the products, for example).
If the first points help to attract an audience, the idea of offering additional value is to give that final push to those who are still not convinced .
You have to offer them something that they can't resist!
A classic example of this is to promise an exclusive discount when someone subscribes to your email base (don't forget to do it with a limited time of use, so you encourage them to make use of it as soon as possible). 🙂
The above points will be of no use if once you manage to put together your list and your follower base you do not maintain continuous contact.
Every communication with them is an opportunity for your brand, make the most of it!
It is important to find a balance between not having contact and sending email campaigns all the time, neither extreme is good.
Every piece of communication you send has to have a clear objective.
Put together a plan that takes into account all instances of contact: commemorative dates (such as Mother's Day and Christmas), special events (such as World Internet Day and CyberMonday), seasonal launches of your brand, liquidation moments, etc.
If you want to know more about this, I recommend the e-commerce email marketing course .
Take advantage of the strengths of each of your channels to boost the other : lead your followers to subscribe to your emailing, promoting all the benefits they get from registering on your networks (as we saw in the points above). And in the same way, in your emailings, include your network profiles and invite them to follow you.
Remember that social networks achieve better interaction with the public and greatly help brand recognition, while emailing has better results in generating traffic to your store and converting into sales.
The process of building a base of subscribers or followers, of building an audience that is loyal to the brand, takes time (I'm not going to lie to you).
But keeping constant, with time I assure you that you will see the results . It really is something worth investing in for your brand.
I like to think of it in terms of audience “development” (rather than “growth”). Because it is from this public that, after being nurtured by your communications, loyal customers to the brand will come out. We will talk about this topic at our next meeting.
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