3 Ways to Integrate Your Social Media and Email Marketing Strategies
BY: MATT SHEALY ON WEDNESDAY, FEBRUARY 07, 2018
One of the best ways to get more bang out of your online marketing buck is to create an integrated strategy for all your online outreach. This will best leverage social media and email marketing to truly make a positive impact on your bottom line.
Without an integrated plan, you are probably sabotaging your own efforts.
3 Important Methods to Integrate Social Media and Email
Here are three ways that you can integrate social channels with your email marketing which you can readily apply to your own marketing process:
1. Import Your Email List into Your Social Media Accounts
Getting a sale from a warm lead is a lot easier than doing so from a cold one. So give yourself a better shot at success by importing your email list into your social media accounts.
Once you have uploaded your list, you can then use it to target your social media ad campaigns by using the information you’ve already gleaned from your past email efforts.
For example, if you find that your email list really responds to interviews with a certain type of industry expert, you should begin aggressively networking with them on social media. You can “borrow” some of their influence to significantly grow your following.
2. Include Actionable Social Media Buttons in Your Emails
Make it easy for your subscribers to share your links by including bright, easy-to-read buttons that would encourage them to pass your content along to their followers. Just make sure you think about which platform would be most relevant.
For example, if you sell craft supplies, you might include a link in your email to a project on your blog with a “Pin it” button for sharing on Pinterest. If you are announcing big company news, you will probably want it spread on Twitter (include a hashtag in your title).
3. Create a Cohesive Schedule for Social Media and Email
One of the most challenging parts of online marketing can be creating an editorial calendar that works. You often have to experiment with the best times of day and week to send out communications.
Conventional wisdom about which day of the week works best to send email changes over the years. Unfortunately, some of the information out there – even with data – tend to be contradictory. Tuesday is either one of the best or the worst days to send email newsletters, depending on which expert you believe in.
What is more important than a general study is what works for your customers. If you primarily target people who work in the evenings and on weekends, then conventional wisdom about email open rates should be thrown out the window.
The bottom line is that you may have to do your own research to determine which schedule works best. Nevertheless, make sure to coordinate your email newsletters with your social media posts. Ideally, this should also coincide with the blog posting you have lined up on your editorial calendar.
For example, let’s say you post a new blog once a week, specifically on Mondays, yet your best email day is Wednesdays. If you post the blog on Monday, then share it on social media on Tuesday, by the time Wednesday comes around, your email newsletter becomes obsolete.
Instead, consider moving the blog posts to Wednesdays so that the blog announcement can be emailed as well as posted on social media on the same day and at the same time.
You may also find that another timing works best for you, such as emailing first and posting the link to social media later in the day. In this case, just make sure you select your schedule based on your customers’ actual behavior, and not just based on hunches and assumptions.
Integration Is Key to Success
Social media and email marketing are two powerful channels that can help maximize your presence to your customers, if done the right way. Make sure to have a comprehensive plan that integrates both in place.
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