A new study out shows that email, not Facebook or Twitter, is still crushing it in terms of converting readers to customers.
Can I hear a “DUH??”
But let’s step back for a second.
How do you get people to sign up for your emails?
Well, having a good opt-in offer is a good start—a free ebook, report, checklist, coupon, or other goodie that people can download in exchange for giving out their email address. And that’s great; that gets your foot through the proverbial door and your messages into their email inbox.
But how do you get them to keep opening and reading your emails after they’ve downloaded that goodie? Because they have to be engaged with your business enough to be actually reading your emails if you’re going to convert them to a customer.
That’s where blogging comes in: Blogging provides amazing content for new readers to find when they come to your website, and it becomes compelling content for your newsletter that shows up in potential customers’ inboxes.
In other words, if you thought you were doing your social media duty by putting up photos of your employees on wacky hat day and tweeting out what everyone was having for lunch, you’re missing the big picture.
Your blog should be the nexus of your social media strategy. Without strong content (ie: your blog), your social media efforts will fizzle and die. You link to great content on Facebook and Twitter, you send it out in your emails, you pin it on Pinterest: it all starts with content.
I’ll have an infographic tomorrow that will explain this process even more, so stay tuned!