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Comment mixer email marketing et réseaux sociaux
Comment mixer email marketing et réseaux sociaux Gerald - https://pixabay.com/fr/users/geralt-9301/

On entend trop souvent que le marketing sur les réseaux sociaux va remplacer l’email marketing. La réalité est que vous pouvez tirer parti des réseaux sociaux pour développer et améliorer votre marketing par email.

Choisir un réseau ou plusieurs ?

La première question à se poser avant de s’investir sur les réseaux sociaux est quelle est ma cible ?

  • Si votre activité s’adresse à des entreprises (B to B), il est plus judicieux de se concentrer sur Viadeo et LinkedIn, les deux réseaux professionnels les plus populaires.
  • Pour une activité à destination des particuliers (B to C), Facebook s’impose.
  • Twitter, quant à lui, peut être utilisé pour tout type d’activité.
  • Google+ est encore peu présent en France et devrait à l’avenir prendre de l’ampleur.

Il faut distinguer deux actions liées aux réseaux sociaux :

  • L’incitation à vous suivre, vous aimer, vous ajouter
  • L’incitation à partager des contenus que vous produisez

Incitez vos destinataires email à vous suivre sur les réseaux sociaux

Pour cela, votre action va consister à communiquer votre présence sur tel ou tel réseau social.

Lors de l’inscription à votre newsletter : il s’agit du moment idéal car votre destinataire vous a donné la permission de lui envoyer des emails. C’est le bon moment pour lui suggérer de vous suivre sur Twitter par exemple.

Dans vos communications email : il est pertinent d’insérer systématiquement des liens vers vos profils sociaux. Vous pouvez aussi inciter vos destinataires à partager sur les réseaux sociaux des articles ou des offres présentés dans votre newsletter. C’est ce qu’on appelle du marketing viral. Vous communiquez auprès d’une personne qui décide de partager avec tout son réseau, et ainsi de suite. Votre contenu passe de réseau en réseau s’il est intéressant. Cela peut également vous permettre de collecter de nouveaux inscrits qui auraient vu un de vos contenus sur un réseau social.

Incitez ceux qui vous suivent sur les réseaux sociaux à s’inscrire à votre newsletter

Parlez de votre newsletter dans vos profils, Insérez le lien vers le formulaire d’inscription et relayez régulièrement dans vos actualités la possibilité de s’inscrire.

Ajoutez un onglet d’inscription à la newsletter sur votre page Facebook. Vous trouverez de l’information sur internet à ce sujet, et la marche à suivre.

Utilisez la technique du bonus : offrez un avantage (cadeau virtuel, bon de réduction...) à ceux qui vous suivent s’ils s’inscrivent à votre newsletter.

Le développement fulgurant des réseaux sociaux tels que Facebook et Twitter a littéralement bouleversé la façon de partager l’information avec ses proches. Aujourd’hui, vous pouvez profiter de l’utilisation massive de ces plateformes par les internautes pour compléter votre communication. L’une des principales fonctionnalités de Facebook est le partage d’humeur, d’informations, de bons plans et de sites via les statuts. Proposez un bouton vers Facebook dans vos emailings qui incitent à partager votre offre ou votre information.

L’idéal est de faire pointer le lien vers une copie de votre emailing hébergée sur votre site. Sur cette version, vous pouvez même inciter à l’inscription pour collecter de nouvelles adresses email.

Lu 12227 fois Dernière modification le mardi, 11 décembre 2018 16:10
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