Today we're giving you a specific example of how you should use Twitter Share and Facebook Like buttons on your website newsletter pages.
We assume you send your newsletters via email. From within the newsletter, you should allow your readers to share it to their favorite social network. You might only have 300 people on your email newsletter list, but allowing sharing gives you the chance to reach thousands of new customers.
Many email newsletter companies (like Constant Contact, iContact and Aweber) allow short term archival of your newsletters on their website. Mostly, this allows user to read the newsletter through a website instead of their email program.
However, for several years we've tracked the impact of jewelry store email newsletters and how to archive those newsletters directly on your website instead of what the bulk email companies provide. We've discovered that jewelry websites gain hundreds of additional visitors every month when the newsletters are permanently archived on their site.
If you write your newsletters to be informative and keyword phrase rich, you will also provide the search engines with a stream of new content every month.
Take this one step further and include Twitter and Facebook shares on the archived newsletters and now you can gain even more new visitors monthly.
Create a newsletter section of your website and archive all your emails there. From within the email give the users a link to "view this newsletter on our website" which will bring them to the archived page. On that archived page you should include the Facebook, Twitter and the Google +1 buttons.
According to our tracking (which dates back to September 2009) we see between 13 to 16 consistent new visitors to every archived jewelry newsletter page each month.
Doing a little math, this means you could have 156 new monthly organic visitors every month after the first year and 312 new monthly organic visitors after the second year.
Now imagine that 1 of those 13 visitors clicks the Facebook button each month; suddenly you are in the news feed to all their friends. According to facebook.com/press/info.php?statistics the average user has 130 friends.
If you throw out the idea of online targeted marketing and go back to the general marketing concept that advertising is a "numbers game," then you might like these numbers:
After 1 year:
12 newsletters
156 new monthly organic visitors
12 clicks of the Facebook Like button monthly
Exposure to 1560 new Facebook users monthly
Social awareness builds in the search engines
After 2 years:
24 newsletters
312 new monthly organic visitors
24 clicks of the Facebook Like button monthly
Exposure to 3120 new Facebook users monthly
Social awareness builds in the search engines
After 3 years:
36 newsletters
468 new monthly organic visitors
36 clicks of the Facebook Like button monthly
Exposure to 4680 new Facebook users monthly
Now throw in the exposure from Google +1, Twitter, Digg, Reddit and Delicious and your number will skyrocket.
Hopefully, you clearly see the 2 Golden Nuggets in today's email:
1. Archive your newsletters on your website
2. Add social sharing buttons to the archived newsletters
