Why email marketing beats social media in lead generation, and what you can do about it

When it comes to lead gen, email marketing will always beat social media

Social media has many legitimate marketing uses. When used right, social lets you build a genuine relationship with your customers. It helps you find out what people are saying about your brand and it enables you to share interesting content with your audience. Regardless of whether they’re in B2B or B2C, most businesses today can’t afford not to have a social media presence.

But there’s one thing that social media isn’t great for: lead generation. Social media works effectively for many marketing activities, but generating new leads isn’t one of them. In fact, when it comes to generating leads, the good ol’ email will always beat social media. One 2014 study from management consulting firm McKinsey & Company suggests that email conversion rates are 40 times higher compared to Facebook and Twitter combined. “The rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher,” according to the report.

An understanding of its drawbacks as a lead gen tool is critical to getting the most out of social media marketing. So why is email, a relatively old channel, better suited for generating leads? Here are a few reasons why.

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LinkedIn Publishing: 6 Content Marketing Lessons Learned After One Year

Content marketing lessons from LinkedIn Publishing

It was about a year ago—March 12, to be exact—when I first received an email inviting me to blog on LinkedIn.

“Be the first one to publish on LinkedIn,” the invitation read. “Strengthen your reputation by sharing your perspectives with your network.”

I was already a big fan of LinkedIn, so I decided to take the plunge. I like experimenting with anything social anyway, so I couldn’t pass up on the offer.

Since then, I’ve published 35 LinkedIn blog posts, amassed over 2,000 followers, and gone “viral” once. In January 2015, LinkedIn opened up its publishing platform to all English-speaking countries, while continuing to add new features.

If you’re thinking of blogging on LinkedIn, here are six lessons I’d like to offer—all learned from my year of using the professional social network’s publishing platform.

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8 Ways To Avoid Burn Out As A Social Media Marketer

8 ways to avoid burnout as a social media marketer

Late last year, I briefly entertained the idea of quitting my job and looking for a new gig. A job that had nothing to do with social media. Something that didn’t involve any type of tweeting, pinning or liking.

That feeling didn’t last long at all. Less than a day, to be precise.

In retrospect, the reason I felt like I needed to quit social media marketing was because of a mild (but significant enough) burn out.

I am not alone: burnout among social media marketers is quite common. PR pro Arik Hanson recently shared his thoughts on this phenomenon, predicting that “burnout for early adopter social media marketers” will happen more for 2015. Some reasons for this, according to Hanson, include the lack of senior roles and the fear of being pigeonholed into a social media position.

Contrary to what some may belief, being a social media marketer isn’t just all about tweeting and lurking on Facebook the whole day. The role is becoming more strategic than ever. It’s also incredibly stressful. Getting burnt out is a real possibility.

If you’re part of the growing number of social media marketers who’s thinking of calling it quits, here are eight ways to reignite your passion for what you do.

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5 effective (but underused) Facebook marketing tactics

5 underutilized Facebook marketing tactics

Many content marketers have a love-hate relationship with Facebook. With Facebook reach sliding, brands are wondering if Facebook marketing is still worth the effort.

I believe it is. In terms of potential reach and ubiquity, Facebook remains the social network to be.

The good news: Facebook is actively introducing new tools and features to help marketers succeed. If you’re looking to step up your game on Facebook, here are 5 fresh (and mostly under-utilized) tactics that can increase your reach and engagement:

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How to optimize your content for Facebook sharing

Optimize your content for Facebook

Picture this: You worked really hard to write something amazing. Perhaps it’s an in-depth blog post about something your customers will find useful. Or perhaps it’s a landing page that compellingly outlines your content’s value. You click “publish” and give your teammates a high five. “This will surely bring us many leads,” you tell them.

But when you check Google Analytics a few days after, you find that your content isn’t pulling great traffic. You dig deeper and find that while people find the content useful, they’re not sharing it. In fact, it practically has zero Facebook shares.

For a content marketer, this scenario is pretty much a nightmare. As modern marketers, one of the most crucial things we need to worry about is creating shareable content. A part of that depends on the quality of your content; another part depends on how well you distribute it. But one crucial ingredient that marketers often miss is optimizing their content for social networks. That’s a huge missed opportunity.

This post outlines what you need to know to make your content highly shareable on Facebook. Read on!

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