So your business has a lot of great content—from informative blog posts to eye-catching photos—but the traffic to your website is pretty stagnant. The problem is most likely due to an ineffective marketing campaign. Don’t feel bad; this is normal for any new website or company. If your website is in a bit of a funk, then it’s time to harness the power of digital marketing.
The next question that arises is: should I use social media or email marketing? There has been an ongoing debate about which marketing strategy is more effective for businesses.
The short answer is that email marketing, statistically, is more effective than social media—so far.
For instance, the Direct Marketing Association reported that email marketing has a return on investment (ROI) of 4300%, beating social media marketing by a significant margin. But this doesn’t mean social media should be discounted. After all, social media is a new social and technological phenomenon, and will continue to evolve over the decades.
To help you decide which marketing path is right for your law practice, I’ve outlined the features and benefits of both email and social media marketing.
- One of the most well-known benefits of email marketing is that it is more direct. Your customers have the option to subscribe to your newsletter, so that you’ll actually have an audience who chose to receive news, links to blog articles, and other web content.
- You have better customization of your content. Twitter is limited to 140 characters, Facebook is still pretty basic in its template style, and Instagram is photo-based that is dependent on smartphones for publishing. With a well-crafted newsletter, you can deliver your message in a more effective manner.
- Email marketing is still a more frequent communication tool than social media. Not everyone has social media accounts, or care much for it. But I guarantee that almost everyone who has access to a computer has a personal email account. Likewise, people check their email more than their social media sites—even Twitter-obsessive millennials.
- You have an easier and more effective way of tracking user engagement metrics with email marketing. In social media, you can have likes and shares, but it’s still relatively hard to gather metric data.
- It’s just as easy to spread marketing content with email as it is with social media. You can send your newsletters in bulk automatically through you list of subscribers and, in turn, they can easily forward it to family, friends and colleagues.
Social Media Marketing
- Social media is becoming more and more ubiquitous in our society, changing everything from journalism to how businesses operate. All sectors of business are catching on to the use of social media as a way to advertise their services, as well as communicate with potential clients.
- Social media marketing is great for quick, short news updates and for posting links to your website. Think of social media as the appetizer for your audience that will lead them to the main course (your website).
- Social media is the present and the future. The technology will continue to evolve rapidly over time.
- You can integrate web and mobile apps that will help you expand your marketing distribution channels.
- You can use social media accounts to feed your email marketing campaigns and newsletters. For instance, you can simply post a newsletter subscription link on your social media pages.
Use both! Why limit yourself to just email or social media marketing? They can compliment each other in marketing strategies, and will give you the opportunity to reach more audience.