How to Utilize Email Marketing Strategy to Optimize Your Facebook Posts
Facebook has been called as an “email killer” (it’s not), but there are a lot of functional and psychological similarities in the way email and Facebook posts operate. By taking a page out of email marketing strategy you can develop better insight into how people are interacting with your Facebook posts and begin to develop content that will better accomplish your business goals.
To start with Facebook posts and email share the more obvious similarities of being opt-in, ideally, and push communication. Digging in deeper, there are connections between how people interact with emails that are highly relevant for how they will deal with you Facebook page posts.
Time sensitive: Email and Facebook posts both have a very short-life span (although one could argue that the lifespan for a post is extended by being permanently indexed on a page wall). You need to select the best times to send an email or write a post to maximize response.
Subject line (engagement): The email subject line is tantamount to getting the user to taking the next step (opening in the email). You can consider an entire Facebook post like an email subject line in the sense of “does it get my attention.” That’s the first goal of a Facebook post. The majority of interaction with a post will take place in the News Feed and is competing against the constant stream of other posts. Having a good lead and including images with your post are ways to attract more attention within the News Feed.
Forwarding (sharing): The same psychology that get’s someone to forward an email operates with a Facebook post, only you have the decided advantage that sharing is much more built-in to the functionality and mindset within Facebook. So why doesn’t more content have interaction (likes or comments)? The truth is, the content is probably not requesting action. Ask a question or tell people to like your post right within the post. In addition to that look at what content within your email garners forwards, it’s likely to be time-sensitive, special events, humor and sales.
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