Effective marketing isn’t just about sending promotions; it’s about building relationships with your audience. It requires consistency to keep your audience engaged and your brand top-of-mind.
We're taking the most popular questions from our latest webinar and expanding upon them so you can learn how to find the right balance for sending and posting marketing content that resonates with your audience, build a content plan that provides value to your audience when you don’t have something specific to promote, and get inspired by real-life success stories from businesses and nonprofits that have mastered the art of consistent marketing.
My customers/followers don’t always want to see emails that are selling or promoting my product/service. What can I do in between those emails to keep them engaged?
It’s true. For most of us, seeing constant asks for you to buy something from a company can make you feel like you’re only there to be sold to. This doesn’t create a good relationship, so a balance is needed.
As we talked about in the webinar, it’s important to share content that is entertaining and valuable. Valuable content builds trust, is informative, shares your expertise, or solves a problem. Do you see any common questions from your followers or topics of interest that tend to get a lot of attention?
Can I reshare content I’ve already created?
Evergreen content is a great thing to keep in your back pocket. It provides value to your audience and isn’t confined to a date or time period.
If you want to change it up, try formatting it in a different way. Can you turn it into a video or a guide?
Now that I have an idea of what to send, I’m struggling with writer’s block. Help!
It happens to all of us! That’s where the AI Content Generator comes in to give you a helping hand. Type in a few keywords or sentences, and we’ll create a short paragraph based on what you’ve provided. This will give you a starting point to take the next step and make it your own by personalizing the content and using your own brand voice. See our AI best practice guide.
What are some good calls to action? Is one like “Book Now” effective since it’s short?
We recommend having some kind of call to action in your email or social post. In this example, “Book Now” feels hard, as if your customer needs to commit to something they may not be ready to do. In the webinar, we discussed how to soften the call by using this text: “See how easy it is to automate your email marketing—schedule a quick demo and we’ll walk you through it.” and the button text “Schedule my demo” was used instead.
How often should I be sending emails?
There isn’t a hard rule for everyone, as this depends greatly on the industry and how active your business or organization is. The goal is to send at least once a month. If you have events or upcoming events, send more frequently in the weeks/days leading up to the program.
The best way to judge how often to send is to review your reporting. If you suddenly increase the amount of emails you send and there’s an increase in unsubscribes or fewer opens, you may want to take this as a sign to cut back.
How often should I post on social media?
Each platform has its own best practices, so there isn’t one straightforward answer. This is an instance when you’ll want to review your metrics or reporting to compare posting times and how your followers react, similar to sending emails.
In the end, go for quality over quantity. You may not need to post every campaign sent. What is going to be most valuable to your followers? See our Blog post where we further explain how often to post on social media and what to take into consideration when posting. Also, consider how much time you have and your resources. Don’t feel you need to be everywhere.
Are there examples you can share from customers of what they include in their emails or how often they’re sending/posting?
Near the end of the webinar, we shared three examples from B2B, B2B, and nonprofits of what they’re including in their emails and posts. Check out our Customer Spotlight for the Woodford Cedar Run Wildlife Refuge to see how they use Constant Contact for their marketing and see an email example!
