Trending: Shifting Strategic Focus from Social Media to Email in 2024

Maximising Your Marketing Budget in 2024: The Power Couple - Social Media + Email Marketing

Competition for visibility on social media is at an all-time high. In 2024, DTC brands are finding it increasingly difficult to gain organic traction across social media giants. Influencers dominate the landscape, and platforms prioritise paid content making a full-bodied social advertising strategy expensive for SMEs.

Several factors contribute to this struggle:

1. Inconsistent Posting: Brands often fail to maintain momentum with regular posting across major platforms.
2. Lack of Strategy: Insufficient thought and strategy behind content creation.
3. In-House Limitations: Attempting to manage everything internally can lead to difficulties in keeping up with channel demands.
4. High Costs: The expense of running high volumes of paid content and campaigns to reach the target audience.

In this challenging economic climate, many businesses are feeling the strain on their marketing budgets. However, there are strategies you can employ to optimise your marketing spend.

Optimise Social Media Spend for Awareness and Engagement Campaign with a Lead Generation Objective

Instead of focusing solely on direct conversion campaigns, which are the most expensive, shift your strategy to awareness and engagement campaigns. These campaigns drive interested audiences to your email database, creating a more sustainable and cost-effective marketing channel.

Leverage Lead Generation Forms

Use lead generation forms to capture new subscribers and engage them via email. This not only facilitates their first purchase but also allows for regular engagement, encouraging repeat purchases at a significantly lower cost.

Harness the Power of Email Marketing Platforms

Platforms like Klaviyo offer intuitive segmentation, personalisation, and automation, enabling you to reach your subscribers with the right message at the right time. This approach maintains engagement and drives repeat purchases, allowing you to be reactive to subscriber behaviours.

The Impact of a Healthy Email Database

A well-maintained email database can drive 25% - 35% of your overall revenue annually. By focusing on building and nurturing your email list, you can create a reliable revenue stream independent of the fluctuating costs and algorithms of social media platforms.

You will also be able to map your database in terms of subscriber interests and behaviours on social media.  This allows you to find more like-minded consumers to expand campaign targeting, increasing opportunities to convert more subscribers to your database.

Partner with Evolare Digital

If you need assistance crafting and implementing a robust social media ad and email marketing strategy to elevate your brand's revenue in 2024, Evolare Digital is here to help. Our expertise can guide you in maximising your marketing budget and achieving sustainable growth.

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