4 ways to tie email and social marketing together
By now you know the benefits of social media and email marketing, but these two marketing tactics don’t have to work completely separate of each other.
It’s easy to combine your email and social marketing campaigns to make both channels more successful through more engagement and clicks. Both channels have great strengths, such as email tends to have better conversion rates and ROI, but social is better for user-generated content and immediate customer interaction.
So, why aren’t we running campaigns in tandem on these channels to maximize reach and engagement rates?
Learn four ways to get the most of complementing your email marketing with social media, and vice versa.
1. Cross-promote
Tap into both audiences to encourage them to follow your content everywhere! Share occasional email campaigns on social media to show off the cool content you send out in your newsletter or promotional emails to encourage social media followers to subscribe.
Tease exclusive content or discounts that are going to be shared soon for a quick influx of subscribers. Be sure to get them assigned to a welcome drip campaign while you’re at it.
Similarly, highlight top-performing social media content or images in your emails to show subscribers what they’re missing out on by not following you on social media channels.
You can also tease upcoming social media contests to email subscribers to get them following your pages.
2. Include share icons
Always, always include links to your social media channels and give the option for email subscribers to easily share your email content with their social media following or have the chance to check out your brand’s profiles.
A fun way to encourage social shares is to include incentives, such as a give-one, get-one. They have a unique code to share with friends for a discount, and then they’ll get a discount code sent to them. It’s a fun take on pay it forward for sharing content.
3. Target email users on social
Create a social media ad that specifically targets accounts associated with the email addresses from your subscriber list. Again, you’ll probably want to give them an incentive or offer they can’t deny for choosing to follow you, maybe a discount or link to a free guide or download.
4. Test content
I love testing content on social media first to see how subscribers react and engage with it before including it as top-performing content in email newsletter.
You can use either email or social media as your testing environment, but it’s a prime spot to test new topics, new content types or layouts, as well as new marketing initiatives before rolling it out across the board.
Both are also great places to survey your customers – to even see if they’d like your new content idea before you spend time creating and publishing it. You can also get an idea if you’re hitting the mark with what you’re sharing and sending and hear directly from your followers what type of content they’d like to get in the future. Win-win in my book.
How else do you make sure to tie all of your marketing efforts together for a cohesive buyer’s journey? Tell me in the comments below or on Twitter at @sjdonelson303!
