Integrate Email Marketing with your Social Media Strategy
Social media and email are two of the most popular marketing methods utilised by businesses, but all too often they’re treated as competitors. Learn how to integrate email marketing and social media.
Rather than pitting them against each other, businesses should be using both of these channels to complement each other as part of an integrated marketing mix.
Whether you’re already using social media and have been underwhelmed by the results, or you’re using email marketing and want a new way to grow your audience — you’ll get the best return from your investment when you use these tools together.
Some leading digital marketing experts say that social media and email marketing are like cheese and apple: you may think that they don’t go together but actually they are a perfect match.
On the one hand, social media helps to extend the reach of your email campaigns and build your mailing list. On the other hand, email campaigns can deepen the relationship with your audience that you’ve started to build using social media platforms. Therefore, create campaigns that run across both channels and feedback into each other.
In a recent study from Aberdeen Research, 65% of the top 20% of B2B marketers who use social media for lead generation choose to integrate email with social media. Here are some tactics to get you started.
1. Make it easy for people to sign up
If people can’t easily share their information with you, it’s unlikely that they’ll take the extra effort to find your email list. The first thing you’ll need to do is setup your online signup form.
Once your form is setup, make sure to:
- Add a link to your sign-up form to your social profiles
Update your “About” section on each of your top social networks with a link to your sign-up form. You can also install a sign-up form directly on your Facebook Page.
- Ask people to sign up
This should be an easy one, but make sure you’re asking people to sign up for your email list and regularly sharing a link to your email sign-up form.
- Simplify the sign-up process
Eliminate any potential roadblocks by keeping your signup form short and sweet. Only ask for information that you plan to use.
2. Upload your subscriber list to social networks.
There are a few key reasons you might want to do this:
- Relationships. It puts a face and a name to your email subscribers.
- Listening. Following them on social networks will give you a better idea of their needs and wants.
- Community. If you are publishing interesting content on social networks, you might earn some new followers.
Uploading your subscribers to social networks differs by platform. Please review our article dedicated to this topic.
3. Make Your Emails More Social than Ever
Getting your fans and followers to join your email list is important. In fact, it’s likely going to be one of the most important parts of your online marketing strategy.
- Send a dedicated email
Send a message to tell your subscribers why they should connect with you on social media in addition to email. For example, they’ll get additional tips or advice, learn about special offers, or whatever else you plan to share. This is a great way to let readers know how they can communicate with your business on social media.
- Add social buttons to your emails
Make your social media presence a regular part of your normal mailings. Add links to your social media profiles within the emails you already send.
- Encourage discussion
Make readers share their thoughts or questions about a specific topic from your email on social media. These kinds of strong social calls-to-action will provide a link between the two channels. Just be sure you monitor the discussion so you can reply and keep it going.
- Enable social sharing
Incorporating sharing features into your email marketing gets your email out onto social networks where it will be seen by people beyond your mailing list.
4. Run retargeting ads on Facebook and Twitter for people who click your emails.
Blindly running ads is an easy way to spend a lot of money with low ROAS. But matching intent and interest with targeted ads is a good way to make a lot of money.
Here’s how retargeting works:
– you install a tracking code on your website. This allows your ad platform to cookie visitors,
– then show them ads on other platforms (like Facebook).
If you create a targeted email campaign for your subscribers, then retarget only the ones that clicked through, you eliminate guesswork. Social networks are perfect platforms to run your ads because:
1. They are affordable.
2. These sites are heavily trafficked.
5. Let social networks send emails for you.
This strategy is a kind of “indirect email marketing”. Here’s how it works:
When you subscribe to a LinkedIn group, unless you consciously decide to unsubscribe from email notifications, you will start regularly getting emails from LinkedIn triggered by activity inside the group.
Since LinkedIn is most likely tied to your primary email account, not some junk account set up to catch all those emails you subscribed to but didn’t really want to read.
The key to making this work is to run a great community. It’s not about self-promotion — rather it’s about helping people in your niche.
As an added bonus, the emails are really good. The “from” name is the same as the group name. They tease new content and use a nice blue button to call readers to action.
You can even send email announcements to your group members via LinkedIn.
6. Automate email outreach to drive more social shares.
What’s the secret to getting influential people and blogs to share your content?
When you publish new content, you have to seed it with shares before you can ask influential people to share it too.
That’s where email comes in.
For example, as soon as a post has a few hundred shares, start reaching out to bigger sites and more influential people who can see that people love the content. Here’s an example of a successful initial touch template:
7. Create an exclusive social group for your email subscribers.
This is a hugely underrated tactic, that was used to create a 5,000+ member Facebook group. Here’s how this was done.
First, an email course called Email1k was created. The content was free to anyone who signed up. What is more, when people signed up for the course, they were asked to email two friends about it. If they do, they get access to the private Facebook group with some special content
So there you have it, you are now armed with quite a few tactics to help integrate your social media presence with your email marketing strategy! If you like this, please subscribe to our newsletter!
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