How to Combine Social Media Strategy With Email Marketing

By Ginger Abbot

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Nearly 92% of U.S. marketers use social media to advertise their products. This strategy is incredibly effective at creating authentic connections and boosting engagement. However, email still reigns supreme when it comes to digital marketing. For every dollar brands spend on email marketing, brands earn $36. 

 

Even so, both social media and email marketing are more effective strategies when you combine their powers. That’s why marketers and business professionals everywhere are taking a more holistic, cohesive approach to online advertising. If you want to know how to combine social media strategy with email marketing, these tips are for you. 

1. Build a Cohesive Brand

Step number one: build a cohesive brand. In an ideal world, people who are interested in your goods or services will follow your social media pages and subscribe to your email list. While not everyone will interact with your band on both fronts, many will engage if you integrate the two mediums well. 

 

Those who do receive newsletters and social media updates must be able to immediately recognize that the two incoming messages are from the same brand. Accomplish a more cohesive look and tone by adopting a persona and using the same unique voice in each correspondence and public announcement. Remember, consistency is key to building brand trust. 

2. Share Newsletters with Followers 

Another brilliant way to successfully facilitate social media and marketing integration is to share your newsletters with your followers. Instead of simply using your social media page to promote your website or brick-and-mortar business, redirect them to your email newsletters. 

 

Use calls to action, posts to your feed, stories, comments, reels, live videos and other engagement strategies to promote your newsletter, too. Include a hyperlink in your biographies for quick and easy access — and more subscribers!

3. Include Social Sharing Links in Emails

Perhaps you already include social links at the head and footer of your emails. These have likely proven effective in generating interest in sister accounts across social media platforms. Perhaps your emails — and your impressively curated profile — even won you a few followers. If you want more publicity, though, you’ll also target social sharing in every newsletter and email update. 

 

Include a link to a recent and interesting post on a particular social media page. Then, create one-click share options for Instagram, Facebook, Pinterest and other social networks. This makes it easier for subscribers to share your content on their own pages and boost audience engagement. 

4. Offer Incentives and Gated Content 

Incentives often hold the key to effective social media strategy and email marketing integration. If you’ve struggled to boost engagement or follower count thus far, your audience might need a nudge in the right direction.

 

Try offering incentives that promote immediate gratification, like limited-time discounts and deals. Subscribers must also follow some or all of your social media accounts to qualify. You can achieve similar results by telling followers to sign up for newsletters to receive early access and special early bird pricing. However you spin it, make sure your audience has reason to follow both accounts. 

Facilitating Integration with Customer Relationship Management

The more data you can collect on your audience the better. That’s why you must utilize information from both social media and email marketing to consistently generate leads. Of course, juggling data between the two is much easier said than done. Luckily, customer relationship management can help. 

 

CRM software tracks audience and customer behavior through your website, social media and marketing campaigns. Then, it processes the information before using it to guide each one through the buying funnel. Facilitate seamless integration with detailed analytics and feedback. Get to know your audience better and build better connections. Only then will you achieve organization, efficiency and superior customer service. Now that’s a recipe for success. 




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