Email marketing is a top priority for many businesses, and for good reason. Statistics compiled by HubSpot state 75% of companies find email marketing offers "excellent" to "good" ROI and 86% of consumers like to receive promotional emails from companies they do business with at least monthly, and 15% of consumers like to get them daily. Email marketing is one of the best ways to engage with customers and speak with them on your own terms, so growing your email list should always be a top focus for your business.
While there are many strategies for accomplishing this, have you ever tried using social media to grow your email list? Social media isn't just about growing your follower base and seeing how much engagement you can get. If you haven't tried to convert your followers into email leads, you are missing out on a huge source of traffic for your email list you could be capitalizing on. In this article, we will discuss 5 creative ways to grow your email list using social media so you can convert your fans and followers into leads, and eventually draw them back to your website and profit from them.
Offer Premium Content On Your Social Channels
One of the more effective ways to use social media to grow your email list is by posting premium content on your social channels and requiring your fans and followers to submit their email address in order to access it (or gating the content, in more technical terms). What constitutes premium content? Anything from eBooks to infographics to white papers to guides to case studies to presentations and so on. Whatever content you end up choosing, just make sure it is more valuable than content you typically give away for free, otherwise, there is little incentive for people to give you their contact information in order to access it.
The content needs to be neatly packaged...in other words, well-written, with resources or stats to back up what you are saying, high-quality graphics, etc. And you need to have a top-notch graphic to share on social media when you craft your post promoting the premium content to draw attention to it to ensure this strategy is as effective as possible. Also, consider including a short excerpt from the content in your post to offer a sneak peak of what people can expect when they do give you their email to gain access to it, and do the same on the landing page you create. Take this post from HubSpot as an example:
Run A Contest
The great thing about social media contests is they present many benefits to your business at the same time, including the ability to grow your email list. With a single contest, you could gain more followers, extend the reach of your page, generate engagement, and grow your email list, all while building brand loyalty. How awesome is that? You can't go on social media nowadays, whether it's Facebook, Twitter, Instagram, or Pinterest, whether seeing a contest, and that's because they work!
The key to running a successful social media contest is making sure they're fun, easy to enter, abide by the rules of the network the contest is being run on, and the prize you choose is pertinent to your target audience. If you run contests on a consistent basis, it gives people a reason to continually check your social media page, as they don't want to miss the next contest, which helps build a community around your brand, so overall a win-win situation all around. If you're new to the world of contests, check out this blog we wrote: Tips For Running Successful Social Media Contests.
Here is a great example of a contest that is being used to grow an email list (look at all of the engagement they got!), as to be fully entered into the contest, they have to visit the link in the post and submit their information:
Use The Facebook Call-To-Action Button
Facebook is offering up a prime opportunity to use an element on your own page to grow your email list with the call-to-action button. Not familiar with that button? Click here to learn more. According to Facebook, the purpose of this button is to help pages drive business objectives. There are seven buttons available, including Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, and Watch Video. The button appears in the same row as the Like, Follow, Share, etc. buttons, just below your cover photo. To help you grow your email list, you will want to use the Sign Up button, which you would then direct to a landing page where people could sign up for your newsletter or email list.
In this example, Rebecca Coleman, a social media marketing consultant, is perfectly using the Sign Up button to direct traffic to a landing page where people can sign up for her monthly newsletter:
Promote Your Webinars On All Of Your Social Channels
Hosting a free webinar, but requiring email registration to gain access, is a tested and proven method for growing email lists using social media. This is a strategy that you'll see being used probably on a daily basis, regardless of the network you're on, because of the results it generates. A one-off post will not work: you need to be aggressive, so to speak, and post about your webinar on all of your social channels on a consistent basis leading up to the webinar in order to generate the most email registrations.
Why are webinars so successful? Because of the (free) value they provide. As long as you are discussing a topic that is of interest to your target audience, your efforts will prove to be successful. You may even consider running a promotional ad to extend the reach of your webinar and expose it to an audience beyond your existing follower base to capitalize on the value of the webinar and the number of emails you're able to collect as a result.
In the below example, Gilit Cooper is promoting her webinar on Instagram, but being Instagram does not allow links in posts, she got creative and made sure people knew they had to click on the link in her profile to register, and she is using another smart tactic: asking her followers to tag their business friends who would be interested in the webinar to extend the reach of her post. She is working within the constraints of Instagram, and the post is obviously paying off, with 178 likes and 42 comments!
Add Cards To Your YouTube Videos
If you are big into video marketing (YouTube videos are great because of the ability to share them across all of your social media channels), this is a feature you should begin taking advantage of right now to help you grow your email list. Cards (click here for more info on them) are a pretty nifty feature YouTube released enabling you to make your videos interactive. You are able to point viewers to a specific URL and they can be customized with images, titles, and calls-to-action, depending on which card type you choose.
Several options are available, including Video or Playlist, Channel, Donation, Poll, or Link, but to help you grow your email list, you will want to use the Link card as you can direct traffic back to a landing page on your website where people can sign up for it. You can add a card to your video via the YouTube Creator Studio. Unlike annotations, cards are displayed on both desktop and mobile devices, which is critical being more than half of the views on YouTube come from mobile devices.
Here is an example of a YouTube card being used to grow an email list (you specify the exact moment in the video when the card appears):
Not familiar with how to create YouTube cards? Click here for a great resource that will walk you through it.