Inbox Insider: Education is key to understanding social media marketing

Share this content:

Brands are welcoming e-mail marketing firms' efforts to expand their services to include social media. However, it can also cause headaches for those who don't know how to use these bells and whistles properly.

I thought about this after a lengthy conversation with Eric Groves, SVP of global market development at Constant Contact.  

He told me that his firm has invested heavily in educating clients on how to use the tools it has added. “We don't just give you the tool and say ‘good luck,'” Groves said.

Clients, particularly small businesses, understand the great potential of social media, but they don't have a full grasp on where to begin to tap into it, he told me.

Constant Contact has about 20 regional development directors across North America who conduct free training on topics including Twitter best practices and e-mail newsletters. Globally, it has about 500 representatives for what it refers to as its “experts program.” The company also conducts an e-mail marketing live tour every business day, explaining updates and enhancements to its e-mail marketing products.

Other e-mail marketing firms are also offering educational services. For instance, StrongMail conducts webinars on social CRM, while eDialog provides education on integrating e-mail and social media through its annual client summit and regular webinars. ExactTarget, which has free tutorials and how-to guides on its website, has also created 3sixtyLive, a user group where members can convene to share ideas and solve problems.

It's nice that companies are offering these additional services, but clients' understanding of how to use them to drive business is the key. In this rapidly expanding environment, that's definitely easier said than done.

close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above