Michal is immersed in developing, implementing, and coordinating all manner of content marketing projects as the Content Marketing Manager at GetResponse. He has 8-plus years of expertise in online marketing with a Master of Science Degree in Strategic Marketing and Consulting from the University of Birmingham (UK). Michal is the author of more than 100 articles, ebooks, and courses for both GetResponse and renowned websites like Crazy Egg and Social Media Today.
As a digital marketer, you need to choose where you invest your resources with care. There are numerous marketing channels, and it is your job to identify the most effective channels for your company. This guide will discuss how you can integrate two of the most powerful digital marketing channels; email and social media.
In the following paragraphs, I’ll discuss the strengths and weaknesses of email and social media marketing. I’ll then share four ways to integrate your email and social media marketing strategy to grow your business. Let’s jump into this guide.
Benefits of Integrating Email and Social Media Marketing
Social media and email are great ways to reach prospects and engage with customers. Each marketing channel has its strengths and weaknesses. When you integrate your email marketing and social media strategies, you can offset one channel’s weaknesses with the strength of the other.
One of the best things about social media is the reach. Regardless of your niche, your customers will be active on social media. Through organic posts or paid advertising, you can connect with potential customers. Other benefits of social media include community building and brand recognition. These are by no means the only benefits, of course.
The biggest weakness of social media is it’s an earned marketing channel. A change to the Facebook algorithm, for example, can kill your organic reach overnight. Social media companies can also increase the cost of paid advertising. Again, a change like this can play havoc with your marketing efforts.
Email marketing, on the other hand, is a form of owned media. Once a person is on your list, you have unlimited access to the individual until they unsubscribe.
Email marketing has many benefits. It is a great way to build a relationship with your subscribers. You can send marketing material to people and funnel visitors to wherever you want to send them, assuming they are happy to click the link in your email.
The problem with email marketing is getting those subscribers. You need a source of traffic that converts. That traffic source could be Google, offline events, or social media. By integrating your email and social media marketing efforts, you can leverage the power of both platforms to achieve your goals.
Ways to Integrate Email Marketing with Social Media Strategy
There are clear benefits to integrating your email marketing and social media strategy. In the remainder of this guide, I’ll share some ways to combine your marketing efforts. Choose the options that work for you, and test to see how these strategies impact your business.
- Invite Social Media Followers to Subscribe to Your Mailing List
Inviting social media followers to subscribe to your mailing list is a logical way to combine email marketing with social media marketing. The most effective method of getting your social media followers to join your email list is to offer something of value that they want.
The motivations of your audience will depend on your niche. Here are some common approaches that work for most businesses:
- Free sample
- Exclusive content
You should create a small funnel to capture these prospects. You’ll need marketing collateral for social media. For example, a suitable social media image, alongside your advertising copy.
Once you’ve done that, create your landing page. The branding for the landing page should be consistent with the fonts and color schemes you regularly use. Many of the best landing page designs follow a standard template.
You need an enticing headline, sub-headline, a suitable hero image, and a high contrast CTA. Here’s a nice landing page example from CoSchedule.
You can see they added a timer to add a sense of urgency to the offer.
Finish off your optin funnel with an email sequence. You should send a series of emails welcoming new subscribers and sharing information about your company. If you used paid ads to generate leads, it makes sense to ask subscribers through the welcome email sequence to follow your social media accounts.
- Urge Subscribers to Follow Your Social Media Accounts
If people are on your email list, it logically follows that you should ask subscribers to follow your social media accounts. The process for asking people to follow you on social media is straightforward.
Send new subscribers a welcome email where you share your social channels.
Make it easy for your subscribers to take action. Here are some best practices to follow when including links in emails:
- Make links stand out. They should be easily identifiable in the email.
- Make sure the links are correct and not broken.
- Share your link more than once within your email copy.
You should provide a reason for subscribers to follow you on social media. Check out how Society 6, an online artwork marketplace, tried to get their subscribers to follow them on Instagram.
You can use tools such as Zapier to include live social media feeds in your marketing emails. When your subscriber clicks on the live feed, they are directed to your Twitter or Instagram account, where they can interact more with your brand.
Here’s a sample marketing email with the live feed sent by Dunkin Donuts:
Sharing relevant content from your social media feeds is a good way to engage your subscribers. Don’t send subscribers too much of the same type of content. You might send this type of email once a quarter, for example.
- Retarget Your Email Subscribers with Social Media Ads
Social media can play a supporting role in any type of email sales or marketing campaign. You can follow up with an email to your subscribers with retargeting ads.
If you plan to use this approach, you should run retargeting ads based on your subscribers’ actions. For example, you can run retargeting ads on Instagram or Facebook to people who clicked on a link in your email, visited the sales page, and didn’t make a purchase.
The retargeting ads can be direct. You might, for example, run ads with favorable testimonials of people who bought the product. These types of ads act as a reminder that you are running a deal. On the other hand, you might choose to create an advertisement where you offer a free book or other content to these people.
You can also create a marketing funnel using retargeting ads. For example, you can run retargeting adverts to people who visited your website but didn’t join your email list.
Facebook and Instagram ads are the most popular platforms for retargeting. You can experiment with retargeting ads across most social media channels.
- Create A Community With Social Media Groups
Email marketing is a great way to develop a relationship with a lead. You can use social media to strengthen that relationship by creating a sense of community. One of the most effective ways of doing this is to create social media group.
Let me give you an example to illustrate my point.
Youzign is a graphic design platform. The company behind Youzign has an email list of 100 thousand plus subscribers. The Youzign Facebook Group was created to build an online community where subscribers can interact with each other and the company.
It took a while for the group to get going. Now, though, it’s an active community where people post designs created with the platform, ask questions, and more. The company also promotes events, like their weekly webinars, through the group.
The Facebook Group has 8k members. That’s a small fraction of the number of people on the email list. However, and this is important, many of those members are super users.
Super users are the type of people who will repeatedly buy the products you promote and refer their friends and colleagues to your company. You only need a few hundred super users to grow a very successful business.
Email and social media are important marketing channels for any business. Email marketing is an owned marketing channel. Once a subscriber is on your list, you can send them messages whenever you want. That access enables you to develop a relationship with your subscribers and sell products.
Social media is a place where you can find customers and create a community. You can use paid ads, organic posts and create social media groups to find people who fit the customer demographic of your target audience and develop a relationship with them. Moreover, you can utilize social media as a marketing channel to create a community of super users who love your brand.
Social media and email marketing are natural partners. You can offset the weaknesses of both channels by using them together. Moreover, by taking a multichannel or omnichannel approach to your marketing efforts, you can develop a relationship with your audience faster than using any channel independently.
In this guide, you learned some of the ways you can successfully combine your social media and email marketing efforts. Get people on your email list to follow you on social media, and get people on social media to subscribe to your email list. Create marketing funnels to gather new subscribers, run retargeting ads, and invest time in building active social media groups.
One of our experts will get back in touch with you soon.