You may have just decided that email is the best marketing tool for your business, and now you are at a loss on what to do with your influencers, ads, and chatbots. Don’t leave them hanging just yet—social media can be very effective when fully integrated with your email marketing campaign.
In fact, social media and email are the two most popular places to build brand awareness online. Campaign Monitor discusses how successful brands are those that have a holistic approach to marketing. They leverage every platform based on what it does best but still ensures that customers have a consistent experience regardless of the platform they choose.
The trick is to know your general strategy, which is a basic guiding principle in marketing. Whether you are thinking of your next newsletter, the best artist to invite to your upcoming event, or which social media platform you will use most often, people will remember your brand if you have a creative and unified campaign across all platforms.
Make your presence felt.
Let’s assume that your mailing list is well engaged, but your Twitter and Instagram pages have less than a hundred followers each. How do you attract your subscribers to visit you on social media?
One common trick is to upload your lists to Twitter and Instagram and follow your subscribers. But before you follow them, make sure that your latest tweet was not made a year ago. Your subscribers will follow you back if they see that you are constantly sharing relevant information complete with catchy and trendy hashtags.
On the other hand, social media can be used to attract new email subscribers. You can hook your followers with a short post about the latest trends in your business and provide them a link to a subscription form if they want to know more. Your newsletters should be as engaging as your social media posts. Otherwise, you get new subscribers but not long-term readers.
In addition to a gallery of beautiful photos, travel agency GoEuGo_EU used a discount to attract travel-savvy followers to subscribe to their newsletter. The company also used several hashtags to make it easier for non-followers to view their offer.
Let them know where to find you.
Use your next email to promote your social media accounts and generate leads. Chances are, your subscribers spend most of their time on at least one platform, and they would be happy to see you there.
Don’t just insert a link or an icon at the bottom of your newsletter, as most businesses already do. Perhaps you can dedicate an entire email to showing them what’s on your Twitter page, like this:
Source: Really Good Emails
Many of your subscribers who are into social media may have fears of missing out (FOMO). Just like the email from Urban Outfitters below, be the first to bring them the news of what’s trending, in full and inviting colors:
Source: Really Good Emails
Urban Outfitters came up with a couple of photos from influencers and niche brands. However, if you are a small business, you don’t need to look for a paid Instagram user to promote your product. Referrals from average customers are still pretty effective, especially when they’re from a trusted friend or family member.
Give incentives on social media.
Brands that invest a lot into customer service reap plenty of benefits, as customers are likely to become advocates of their product or service. You can capitalize on customer loyalty and widen your reach through social media referrals and engagements. Here’s an example from Uber, which offered free rides to users who referred their friends:
Tap into customer intelligence.
The difference between your mailing list and social media audience is the amount of control you have over each of them. While you have all the freedom with your mailing list, you don’t really have the final say in who sees your ads on Facebook. It’s a jungle out there.
With social media, you have to make it a habit to refine your targets so you reach the right people. Platforms such as Facebook and Twitter have their own data analytics dashboards to give you more information about customer activity. Leverage what Facebook or Instagram knows about your brand to influence your email marketing campaigns.
Social media analytics can also help you see which age brackets, locations, and communities are not reachable through Facebook or Twitter. In these cases, you can focus on your mailing lists and check whether some segments are better engaged through email.
Perhaps the thought of juggling several marketing platforms and campaigns feels daunting. It could be tempting to go all out on just one of them, but that definitely minimizes where your brand can go.
If you can stick to two platforms, an integrated email and social media marketing strategy can help your business get a boost in attention. Once you get the hang of things, your marketing strategy will come full circle, and then you can freely explore other platforms like SEO and website ad campaigns.
Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.