If you’re already doing email marketing, then you’re onto a good thing. With a high return on investment and personal touch, email is one of the most powerful marketing channels around.
But that doesn’t mean you should focus on email and forget about all the other fantastic digital marketing channels! Social media platforms have an enormous reach and some unique tools, so you need to include them in your strategy too.
Although email marketing has been around a lot longer than social media, it has evolved right along with the newer digital marketing channels.
This means it’s easy for you to integrate the various marketing platforms into one big, beautiful, holistic bundle to help you grow your business.
Let’s look at some of the best ways to integrate email with your other digital marketing channels.
Share Your Social Profiles In Your Emails
This is a simple tactic, but one that is often overlooked. If you’re sending out emails to your list, make sure to include links to your social media platforms.
These can be simple text-based links at the bottom of your emails, or you can get a bit fancy by adding social media buttons similar to those you would embed on your website.
Encouraging people to follow you on social media as well as subscribe to your lists ensures you can reach them where they spend time. Some may prefer to see your updates on their Facebook feeds, while others will appreciate the personal aspect provided by email.
If you really feel like your other digital marketing channels need a boost, you can even create an email campaign specifically aimed at encouraging your audience to follow you on social media (and vice versa).
Use Social Media To Grow Your Email List
And step two of the simple tactic is to use your social media platforms to grow your email list! There should be a symbiotic relationship between each channel that promotes the growth of both.
For example, Twitter offers Twitter cards that make it a piece of cake for people to sign up for your email list with a simple click.
Facebook Pages offer a call to action button that you can modify to send people to your email list, or you can set up a subscription form or specific tab.
You should have a pop-up opt-in or form on your website doing the same. And with any digital marketing platform, you can incentivise your audience to sign up by offering a promo or lead magnet.
Add Your Email List To Your Digital Marketing Channels
One of the most effective ways of integrating your email and social media marketing is to upload your email list to your social networks.
The method is different for each platform, but most of them make it possible (including Facebook, LinkedIn and even Twitter, for example.)
There are many benefits to merging your email list with your social media pages.
Firstly, it helps you connect faces with names, enabling you to build deeper relationships with your subscribers by engaging with them on social media.
Secondly, you’ll be able to see their feeds and gain more information about your target customers.
Thirdly, you can utilise these uploaded lists to run personalised ad campaigns; more on that below.
Target And Retarget
Retargeting is a fantastic way to spend your marketing budget wisely.
According to a blog by Neil Patel, this method “targets those customers that have already shown some interest in you and your products. It can get really cheap and drive great business results (when done right)”.
There are many ways to approach retargeting, but here’s one example to give you an idea:
If your brand is on Facebook, you can add the Facebook pixel to your website to track visitors.
Within the platform, you can create retargeting advertisements. Then, when scrolling their newsfeed, people who have visited your website will see the paid ad you’ve created, reminding them of your business.
You can achieve similar results on other platforms using their retargeting options.
Make It Easy To Share Your Emails
Sharing is the aim of the game when it comes to growing your business. We encourage our audience to share our social media posts. We also add share buttons to blogs on our website in the hopes they’ll also wind up on Facebook – but what about your emails?
Don’t you want that content to be shared too?
Make it easy for people to share that newsletter update you’ve worked so hard on to social media. You can do this by embedding social share buttons inside your emails.
Combining Forces For Powerful Results
While email is a solid standalone marketing option, the most successful brands are able to blend their various digital marketing channels, creating a seamless experience for their audience across all platforms.
Your email campaigns can drive conversion on your digital marketing channels. In turn, these can push more people through to your email list, creating a positive marketing loop that helps grow your business.
If you need support to develop a strategy or untangle some of the more technical aspects of marketing that I've talked about today, get touch for a chat to find out how I can help.
Email Marketing Packages:
Debbie Mills Robertson
Online Course Creation & Email Marketing
027 345 7000