Article

10 Tips for Integrating Email and Social Media Marketing

Email and social media are vital to your marketing strategy - so use the following tips to bind them together.

Email and social media are vital to your marketing strategy – so use the following tips to bind them together.

 

 

Offering different channels for your prospects to engage with your brand is vital in this multi-channel era. More importantly, it is essential to offer a unified experience whether the choice of engagement is via social media or email.

Integrating email and social media marketing needs to be one of your top priorities in 2014.

 

Ensure email and social media integrate seamlessly by offering consumers a consistent brand across all your marketing platforms:

  • Ensure visual consistency and excellence across all channels, so each forms a unified, appealing experience for the visitor.
  • Create engaging, original content whatever the channel – without it, customers won’t come back. Why would they?
  • Segment your target audiences and your messages to each channel. For instance, each channel requires its own style of content and “voice” - Facebook is more informal, while LinkedIn is more businesslike. A simple differentiation, yes, but a vital one.
 
 

1. Make sharing a cinch. Give readers the option to share your email content via social media links in the email so they can recommend your content in an instant. You can also give them the option to go directly to your social media main pages from your email. Of course, your prospects can also share via email – give them the option to ‘forward to a friend’.

 

2. Don’t look like an overachiever. Don’t suffocate the reader with social media options in your emails. Create a database of different client types to target in different, but more effective, ways. For example, a LinkedIn button is more appropriate to a B2B client than a Facebook button.

 

3. Add comments made by your social media subscribers to your emails and promote this crossover – it offers them the ideal vehicle to interact with your brand.

 

4. Connected content. Blend content from your social media into your emails. For example, by offering a selection of the latest tweets or Facebook postings with links to take the reader to the relevant social media area, you can encourage them to opt-in to your social media channels. You can also allow users to comment on Facebook postings or Tweets from links inside emails.

 

5. Offer a social media connection option on your email unsubscribe page – the unsubscriber may still want to stay in touch but not via that particular channel.

 

6. Click bait. When running promotions, free guides, competitions or surveys via social media, request that email subscribers verify their entry/download, plus offer an opt-in for receiving regular email newsletters and updates.

 

7. Monitor what’s popular on your social media channels. This can offer insights into what to focus on in your next email.

 

8. Lazy bones. Don’t simply cut and paste headers and content from your emails into your social media feed. This looks lazy and unfocused. Be dynamic and embrace the strengths of each channel.

 

9. “And here is the news… ” Promote your emails/newsletters on your social media platforms – but find innovative ways to do it that are suited to the particular channel. For instance, marketer Chris Brogan uses an effective, personable video-based shoutout on his Google+ page that promotes his highly-subscribed email list.

 

10. Promote your emails and their content across all your social media channels. Encourage people to make the crossover and embrace both channels.

 

Bring your social and email channels together

 

Remember:

  • Be sure to target your messaging, whatever the channel.
  • Offer readers the ability to interact with you and share your content easily.
  • Integrating email and social media marketing is vital to ensuring consistency across the two channels.
  • Each can inform the other in terms of content, information gathering and branding, creating a symbiotic, co-nurturing relationship.
 
 

For more information on how to boost your marketing strategy, download the free eGuide: Anatomy of the successful CMO of the future: characteristics and behaviors

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Three Major Google Algorithm Updates That Changed SEO - Are You Compliant?

Three Major Google Algorithm Updates That Changed SEO - Are You Compliant?

Search Engine Optimisation has become so much more than fitting keywords into the page and fine-tuning your meta data. In recent years, Google has introduced a series of algorithms that take machine learning to new...

Matt Cayless
Matt Cayless 7 August 2018
Read more