Unite Social and Email to Give Your Marketing a Leg Up
Is your business active on social media? Do you also email a newsletter or something similar? Then you should be making the most of both by integrating them together!
The most basic way to get the two working together is to be sure to include social media icons in your email with links to your accounts while posting a sign-up button to your emailed newsletter on your social media pages. But there’s so much more you can do!
One big reason for integration is that the two audiences tend to be different. People who check you out on social media are usually in the early part of the customer journey, just casually browsing. People who agree to receive your newsletter are farther along the path, either seriously considering a purchase or being a past customer. You can use that information to get more out of your marketing.
For instance, you can upload your email list when setting up a social media ad campaign and use that to create a similar audience for your ads. After all, these people cared enough about your product or service to give you their email addresses, so looking for more like them makes perfect sense.
Check out what kind of posts on social are appealing most to your audience to analyze the kind of content and the voice in which you shared it. Now, look at your emails. Are you sharing the most engaging kind of content there, too? Is your voice the same in your email as in your social posts? It’s important for branding and trust that you are consistent.
Share the best tidbits from your email as social posts and always follow up with a call to action such as “Get even more when you subscribe!” with a button so they can sign up immediately. Some social platforms provide options for subscribing right on the page so people don’t even have to do a lot of clicking. Make it even easier for them by not asking for a lot of info.
In your regular emails, consider offering a brief feed from your social media pages so people see what they’re missing. Again, follow up with a strong CTA to get them to follow you.
Try some A/B testing of subject lines when you’re sending out email to see which one gets the most opens. This is a great way to test out headlines that you could use in social media advertising later.
Finally, don’t forget that all of this sharing should lead back to your own website, the one place where you are in total control. Your URL should be on all of your social platforms and your website should feature links to your social pages. The consistency of content and voice needs to overlap here, too, for one uniform and trustworthy appearance.
Integrating your social platforms with your email campaigns (and, of course, your website!) makes you easily accessible to your clients and customers while helping boost your reach everywhere. This isn’t difficult, but it does take a little effort. If you already have your hands full, let the Sprocket team audit what you have now and enhance your integrations. Just give us a call to talk it over!
Finished dovetail CC BY-SA 3.0
This article is an update to “Integrating Your Social Media Marketing and Email Marketing Together” dated 3/12/2015.