Original blog post by Rachael Seda | October 12, 2020
Summary by Scott Ball, TBW Editor
ACI’s esteemed treasurer, Judy Stokes Weber, recently shared with me a link to an interesting article that is worth passing along to anyone whose job includes communicating with the public, i.e. ACI members.
“How to Convert Social Media Followers into Email Subscribers” was written by Rachael Seda and published by Spin Sucks, a website for public relations professionals. Although written for the business world, it readily applies to what we do as government-employed conservation communicators.
The article is a little lengthy for our newsletter format. But here are a few excerpts:
“Today, it goes without saying that social media runs the show when it comes to digital marketing. If you’re not scrolling on Instagram or Facebook throughout the day, what exactly are you doing?
“You get it. Social media has to play a major role in your brand’s online presence. But I’m throwing you a plot twist: the real, lasting value lies in your email subscribers. And by value, I’m not just talking profits. I also mean forging a meaningful connection with your ideal customers and providing them consistent value. Email is the key to creating a repeat customer.
“In fact, according to Hubspot, 99% of consumers check their email every day and it is by far the preferred way to receive updates from brands.”
“Here’s where email saves the day: email protects your business from the ebb and flow of social platform popularity. If you consistently convert your followers to your email list over time, you won’t have to panic or stick your head in the sand when the inevitable change comes.”
“First and foremost, your social media post calendar needs to be updated so your content drives people to your email list. Every time you have a call to action in an Instagram post or throughout your IG Stories, make sure your prompt is driving to your lead magnet.”
Please take a few minutes to read the entire article. We think you’ll find it worthwhile.