The following is a guest post by Kerry Creaswood. Kerry Creaswood is a young and ambitious writer from Savannah, GA. She is interested in self-development, design and marketing. To find more about Kerry – check her Twitter.
Email is old school. Social media is new school. And you have to choose one of them to give consistency to your digital marketing campaign. Right? Wrong. For starters, email isn’t old school at all, and it is as alive as it can be – stats are there to prove it. And social media and email can not only be part of the same campaign but also be integrated and complement each other.
To get it done, you will have to put your hands on the right strategies, so you don’t waste time or money. Plus, you don’t want to annoy your customers with an overdose of online presence. So let’s see the best ways to create a successful marketing campaign by integrating email and social media.
1. Add social icons and a tweetable post to your emails
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Starting with the basics, you should always have your social icons added to your email marketing template.
They can go either high on the top or somewhere else where they will be visible enough. It will increase the chances that your audience will click on it and become your follower. And when possible, add a tweetable quote or a “tweet this” to your emails, considering that it makes sense to the content.
It will make easier for your audience to retweet your words if they want to do so, as they will get everything ready for them just to click on it. You can do it the hard way, by creating the URL yourself, or the easy way, using the tool “Click to Tweet”. Just remember that your quote should be short enough so to follow Twitter guidelines of 140 characters only and to include the URL itself.
2. Run retargeting ads on Facebook and Twitter
Retargeting ads is a much more efficient way to run your campaigns, as it makes sure that only people who have demonstrated some kind of interest for your product or service will see your ad.
This tactic is part of what is being called as Retargeting Marketing, or Behavioural Targeting, which is a new trend of Digital Marketing. The idea here is only to present something to someone who is more likely to buy it so to optimise the way that you use your budget.
It works like this: you will find out who has clicked on your email marketing campaign by adding a tracking code to your website. It will send data to your ad platform, which will cookie your visitors so then it can show your ads on Facebook or Twitter just for that specific audience. And talking about Twitter, you will be happy to know that you can configure it directly on their system.
But if your choice is for Facebook, you can try a great app called Perfect Audience to help you out on this task.
3 – Create an email marketing campaign to your social media network (or the other way around)
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If you need to boost your social media network, you should try and create an email marketing campaign for it. You can directly ask your subscribers to join your group, to like your page, or to follow your profile, but be aware that they will need some kind of incentive to do so.
You can create a competition, offer a promo code, or a discount to those who answer positively to your call-to-action, for example. Just make sure that you do it professionally and with the quality expected by your target audience. Otherwise, it will just put them off.
Same way around, you can publish posts on your social media networks asking people to subscribe to your email list. Here again, you will need to give them a good reason to let you have their electronic address. And ensure that you only send relevant content to them, or it will just backfire on you.
4 – Create a social group only for your email subscribers
If you feel like your email subscribers would be happy to get to know each other and to share experiences, you should consider creating a social group for them. You just need to be careful here and follow a few steps so it won’t give you more trouble than anything else.
Remember that first you should create a survey and ask your email subscribers if they are interested in joining a social group. If the answer is yes, you will also need to know which network they prefer: Facebook, LinkedIn, Google+, etc.
After it, you will be able to create the social group and to add ONLY people who replied saying that they want to be there so that you won’t break any privacy rules. Plus, be prepared to act as a moderator and only, so the group will be run and grow at its own pace. And avoid using it as a sales channel, or you will get your clients irritated.
5 – Make the best of social media network’s features
Most of the social media networks offer some kind of feature that you can use to grow your email list. Here are some of them:
- LinkedIn Group: it will send automatic emails to those who join it;
- Lead Generation Card on Twitter: it will collect emails for you (considering that it is backed up by an effective marketing campaign, of course);
- Call-to-Action on your Facebook cover page: there are several types of buttons for you to choose there;
- E-mail Opt-in form on your Facebook Page: MailChimp has a great app for you to get it done.
That is to say that it is expected that they will bring better results in the end, so you shouldn’t ignore them.
Social media and email can walk hand in hand when it comes to digital marketing campaigns. They can feed each other and boost your results as a consequence.
While social media networks appeal for a more relaxed and interactive connection, emails still are a great way to communicate larger pieces of information, and to keep a one-to-one conversation.
So start testing some of the ideas above and check which will be the favorites of your target audience. Not everything will work or suit everybody so keep one eye on your metrics and adjust whatever becomes necessary.
This way your digital marketing strategy can become successful very soon by integrating these two tools together.