Streaming music services are hot, and getting hotter. They also represent a new avenue of engagement for email marketers who want to use curated content to make their messages even more relevant and memorable – a move that can bring better results from your email marketing.
The numbers tell the story:
Adding music streams into your email marketing expands your connections with your readers beyond the static appeal of the email message itself. You’re adding extra value in your emails, and you’re engaging with them through a new sensory experience.
That helps build your brand within and even beyond your email channel. Even if your customers aren’t ready to convert, you’re giving them something to click on that keeps your brand in their line of vision. It gives an opportunity to connect your brand with the powerful emotional experience music and spoken words can convey.
If you incorporate music streaming elements into emails the right way, you give your subscribers a seamless advanced email experience. Mobile users who tap on your playlist in your email message should be able to start it up right away in the appropriate app. On a desktop, a playlist click should open either the web version of the streaming player or the desktop app, depending on user settings.
Bonus: Customizing the way a playlist appears in email (for instance, with your brand logo and colors) makes your brand visible every time your customers click on it and whenever the playlist comes up when noncustomers are searching for content on the service. It’s a win-win!
When we talk about audio in email, we’re not suggesting you embed songs or podcasts right in your email. It’s technically possible with some HTML5 wizardry, but it might not give a good experience to a wide portion of your mailing list. Many email clients still don’t support the technology. So, it could set off spam filters. (Read more in this Campaign Monitor blog post.)
One reliable option is to use Liveclicker’s new LiveSocial feature, which embeds a real-time copy of your playlist in your email messages and links to the playlist to your openers’ Spotify app.
The tool makes compiling and customizing your playlist feed fast and easy, too. Simple drop-down menu allows you to show off your carefully-made mixtape in brand colors, custom fonts and more. And it always pull the latest version of your playlist at the moment of open, so if you make any additions or adjustments, it’ll get reflected in your emails (yep, even after they’ve already been sent!).
You can use playlists for any occasion to deliver or enhance content. Just think of the possibilities:
Innovative brands are already incorporating links to streaming songs and playlists in their marketing. Check out these examples for inspiration.
K2 Snowboarding teams up with influencers among its users and invites them to put together representative playlists. In the email below, K2 presents a playlist from the Dust Box group of snowboarders in one of its regular marketing emails. Clicking on the link opens the Spotify app (mobile or desktop depending on which device the reader is using). Check it out for yourself (fair warning; some of the songs contain profanity).
Mattress manufacturer Casper uses its Spotify channel to deliver podcasts and other content to help restless sleepers settle in for the night. You can fall asleep to a crackling campfire, sounds of the solar system or guided breathing methods. (Also handy for relieving anxiety!). Though Spotify podcast listings aren’t supported in the Liveclicker platform (yet), you can still use email to feature brand podcasts, or podcasts your brand sponsors.
All you need to get started is a subscription to a streaming service and a solid plan for the kind of content you want to include and what you want to achieve with your playlist marketing strategy. And, check out Liveclicker’s LiveSocial Spotify integration for quickly adding your content to your marketing emails. Want to see how it works? Just request a demo!
Much of digital marketing is about trying to break through the noise and stand out in the crowd. Content marketing – creating content that consumers want to engage with – is a significant focus in B2C industries, but it doesn’t stop there. Offering valuable content is just as important for B2B marketers, and finding effective ways to grab the attention of potential and current clients can have a big impact on your bottom line.
But just because we know it’s important doesn’t mean we do it effectively. The struggle to connect – really connect – with our audiences is a pain point for many organizations, and customizing the ways we communicate to best fit our brands and the people we’re trying to reach isn’t an easy task.
Liveclicker’s LiveSocial experience – now featuring the ability to add real-time LinkedIn posts, as well as Twitter, Facebook and Instragram, right into your emails – makes sharing the excellent content you’re producing simple, and enables you to amplify your social messages while engaging your audience and connecting with their networks. Now, drawing attention to your brand, spreading your message, and generating quality leads can be as easy as one, two three. Let’s review.
Step One: Create Valuable Content
By now, most companies have realized that content marketing is one of the most effective ways of grabbing prospective clients’ attention. Where marketers fall short, however, is creating content that’s actually valuable to consumers. If we’re all “content marketing,” it takes something special to stand out from the crowd. Many pieces of content are just thinly veiled product marketing campaigns. Taking the selling points of your product and formatting them like a blog isn’t engaging or helpful to the consumer, and it won’t be an effective tool for lead generation.
Consider this: The average customer makes it more than halfway through the buying process – about 70% of the way – without ever contacting a sales representative. Imagine that. Potential customers are doing their due diligence before ever contacting a member of your team. What kinds of information are they going to find? Will it be valuable, engaging, and relevant? Will it have actionable steps they can take to grow their business or skills? Will it position your brand as the expert they need to consult, or your product as the solution to one of their pain points? Showing your company’s value through blogging, social media, or other forms of storytelling is incredibly effective – if there’s also something in it for the consumer.
Step Two: Spread your Message
Producing stellar content is just the first step. Once you create it, how are people going to find it? Research by Google and Millward Brown Digital found that 71% of B2B researchers start their search with generic terms. Therefore, focusing on keywords, SEO, and being the answer to people’s questions is key, along with making your content accessible in more places. Enter social media.
LinkedIn is, without a doubt, the most valuable social network for professionals. According to research from HubSpot, LinkedIn is 277% more effective at lead generation than Facebook and Twitter. LinkedIn users are often high-level decision-makers, with 91% of executives ranking LinkedIn as their go-to for professionally relevant content. Nearly half of all B2B consumers research vendors by looking at their LinkedIn profile. There’s a huge opportunity for companies to leverage the power of LinkedIn to spread their message and generate quality leads.
Step Three: Keep Credibility at the Forefront
For consumers, it’s not just about finding the content. It’s also about trusting the source. That’s where the true power of social media comes in. A study by LinkedIn revealed that 44% of B2B consumers found potential vendors by looking at shared connections on LinkedIn. People are more likely to engage with content shared by someone they trust than with a brand they aren’t familiar with, and more likely to trust the opinions or reviews of a friend than they are the curated message of a brand. Crafting your message and putting it in a place where your biggest fans can easily access and share it allows you to control what’s being said about your brand while taking advantage of the trust those people have gained within their networks.
Step Four: Bring it all Together with RealTime Email
At Liveclicker, this is on the forefront of our minds, and that’s why we’re excited that RealTime Email empowers you to embed a live feed from your LinkedIn profile right in your email marketing messages, making it easier than ever for your recipients to access and share the quality content you’re producing. For prospect newsletters, for example, you’re giving potential clients direct access to your best content, making it easier for you to control the message of your brand and the information they may find about your solutions.
By giving your clients easy access to your up-to-date LinkedIn feed and its social sharing options you’re able to not only strengthen engagement with them, but also leverage their networks. It’s a win-win for everyone involved, and that’s the purpose of content marketing.
If you’d like to learn more about Liveclicker’s LiveSocial experience in email, please let us know!