Use email to build your brand presence on social media sites

Email is an excellent way to introduce your brand presence on social networking sites like Facebook, Linked-in and Twitter. However, inviting subscribers to your newsletter should be thought through carefully. Like every other piece of business copy you write answer the question...

What will this do for me? Will they get insider info, exclusive offers, benefits of connecting with a larger community?

So how do you get started? Do you:

Blast out an announcement to all your subscribers
Add a subtle link to your email creative or signature and hope they catch on

Hmmm…

Promoting your social network profile with email

When using an announcement email to promote your social network profile you may find you get better response by including a special offer for subscribers available only on your profile page.

The content of your social marketing offer could pick up ideas from your existing promotions. Such as, free product trial for new fans, buy one get one free, 50% off, coupons for in-store purchases… ah the list goes on!

Using links in email headers and footers

Many brands prefer to more quietly promote their social messages by adding links, badges to their regular content. Usually, these links are at the top or bottom of the email in the header or footer info.

You may also want to add a sub-message to you email (like adding a P.S.) that allows you to spell out the value proposition for your readers. When preparing your sub-message think again of the question your readers are asking: what’s in this for me?

You should test variations of these approaches throughout your subscribers lifecyles and as you grow and develop your social media presence. A great way to start might be to send an announcement email to your subscribers promoting the benefits of becoming a friend or follower and then add a prominent banner to your later emails.

Give consideration to your subscribers when extending your invitation to participate in your social networks. Put yourself in their shoes and remember to answer the question What’s in it for me? Answer this question in the way you promote your social network presence and in the content you include on your social network pages themselves.