The popular line of thought these days is that social media is “in” while email is definitely “out.” If you want the most effective and cohesive digital marketing campaign, you can choose only one or the other; however, there is a flaw in this thinking. There is nothing about an email that is ‘old,’ as it is the most common form of communication today. You can not only use it in parallel with social media, but you can also integrate both of them to create even more effective campaigns.
This entail putting the right strategies into practice. You are throwing your money away and wasting your time by trying to go without them. Your customers could be overloaded with your brand message instead of being engaged if the wrong strategies are used. Here’s a list of some of the most effective ways of integrating social media and email.
1.Add social icons and a tweetable post to your emails
Let’s start with the basics. The first step is simply to have social icons for all of your social media account added to any email templates you use. There are a few contrasting ideas on where best to place the icon. Placing them high along the top is effective, as they will be visible as soon as the email is opened, but other spots to keep them visible could work as well. Your audience is more likely to click and visit your social media accounts if the icons are highly visible. If possible, try adding a tweetable quote or just tweet this section to a marketing email if it fits in with the content. The emphasis here is that it fits in with the email, not just adding something for no real reason.
Having social media icons makes it easier for you message to be retweeted with just a single click by your audience if they want to. For time-saving, using the ‘Click to Tweet’ tool helps; however, some people create their own URL themselves. Keep in mind the 140-character limit for Twitter, so ensure that your message fits into that range, and include the URL also.
2.Make use of retargeted ads for Facebook and Twitter
Retargeted ads are a fantastic way to be more efficient with your email marketing. This is because the campaign focuses solely on the people who have already shown an interest in your services and products.
This is the basis for a type of marketing called Retargeting Marketing; although, in the digital marketing industry it could also be referred to as Behavioral Targeting. The concept is that by presenting your message to anyone who has already demonstrated an interest, they are more likely to purchase something from you, which should mean that your returns will be larger, which then translates into being more efficient for your budget use.
Here’s how it works: by using a tracking code to your website, you can determine who has clicked on your email marketing campaign. This information will then be passed to your ad platform, which then adds a cookie that lets the system identify the visitors and then show your ads on Twitter or Facebook targeting that specific audience. This is easily managed and can be set up from inside their system.
DriveProfit has some great app recommendations for retargeting – let us know how we can help by emailing us at firstname.lastname@example.org.
3.Create an email campaign for your social media network, or a social media campaign for your email list
Creating an email marketing campaign is another way to increase a social media network. You can simply ask your email subscribers to like a page, follow you, join your social media groups, etc. Just remember that you will also need to provide them with an incentive to do this.
There are a number of different incentives you can give for joining your social media network. Things like promotional codes, competitions or discounts have all been proven highly effective when trying to get your audience to respond to a certain call-to-action; however, this needs to be done the right way. You must ensure that you use a professional approach that has the same standards expected from your audience. If you have a subscriber list of limousine users, it makes no sense to give them a competition where they could win a Burger King voucher. You need to tailor the competition to reflect your customers.
This strategy can also be used in reverse where you use your social media posts to ask your target audience to subscribe to your email list. Like the last time, you will need to give them some incentive. Also keep in mind that if your email list grows large from social media, you need to keep your email content at the high level of quality your audience is used to but also relevant to your audience in social media.
4.Create a social media group just for email subscribers
Your email list is just the start of an instant community, so you can bring them all together into a ‘members only’ group on social media. If you choose to do this, just remember that there are a pitfalls to be aware of.
The first thing that needs to be done is to determine if your subscribers feel it is a worthy idea. This is done simply by asking them directly. If you create a survey and include it with your next group email, it will tell you whether or not they are interested. If they are interested, which social media platform would be their preference (ie Facebook, LinkedIn, Twitter, etc)
Once you find out which platform they would prefer, you can then go ahead and create the group; BUT, it is important that you add ONLY those people that responded positively and wanted to be a part of the group. If you added people that didn’t respond positively, you might be in violation of certain privacy rules, and then a whole new nightmare for you opens up. The group must be allowed to grow at its own rate as people start sharing ideas and experiences, so you will need to take a step back. You will still be needed to moderate the group, but you must strive to not use is as another sales strategy whose sales messages just annoys people.
5.Make the most of the features of your social media network
Most social media platforms offer various tools that can help you grow your marketing email lists, so why not use them. A few of the more common tools that few people are aware of are as follows:
- Twitter’s Lead Generation Card – This collect email addresses when combined with an effective marketing campaign
- Email Opt-in Forms for a Facebook page- There are numerous email programs available that can help you put an email form on your Facebook page
- LinkedIn Group – Automatic emails can be sent to anyone who joins the group
- Call-to-Action on your Facebook cover page – You have many options for buttons, so simply select the most appropriate for your page.
The advantages of these tools are clear: they are easy to use, are free and have been designed to function within a specific social network environment. This means they are much more effective than any generic solutions. Simply put, make full use of these tools!
As you have read, there are some methods that combine email and social media, and then leverage the best parts of both into a single campaign that will give you better results.
Social media networks tend to be much more relaxed than other less-interactive mediums. Even though email is considered more formal, it is still considered to be one of the best available tools for communicating greater amounts of information, yet can still have a more personable, one-to-one feel about it.
You will need to test out which idea gives the best results according to metrics as some of the above ideas may not be the best fit for your audience or personal style. Always be open to modifying things to tailor to your audience, where required.
When you combine email and social media, your digital marketing strategy might experience a huge improvement much quicker than you originally thought.
Also published on Medium.