There is no question that email marketing is an inexpensive and effective method to generate leads. While effective, it is extremely limited by the actual size of your email list. Social media, however, is not limited by the same boundaries.
With your email marketing efforts you can only reach the number of people on your list. Social media allows you to reach your subscribers, fans, followers, as well as all of their connections. This is because the nature of social media is being social. This means that content is constantly consumed and then shared with others …
… if it offers something of value, of course.
Essentially, social media gives your content the ability to expand your content’s reach much further than the existing database that you have. While you should already have superior content creation, using social media will ensure that this quality content reaches as many potential customers as possible.
Now the question surfaces of how do you do this right? How do you actually leverage your social media for the email marketing efforts that you make? The following tips might be of some help…
Step 1: Determine what social media sites you should use
Whether you know it or not, your business, products or services are being talked about within social media channels – right now. You need to determine where your biggest audience is. It is a good idea to start with sites such as LinkedIn, Facebook and Twitter.
You can also explore smaller social media sites; however, do not stretch yourself too thin. You need to focus most of your attention on the sites that have the biggest potential audience.
Once you have determined which sites have the biggest audience you need to create your profile. The best part is that creating these profiles is free.
Keep in mind – an empty or unused social media presence is actually worse than not having one at all. By establishing a social media account, only to abandon it or let it grow stagnant, you’re giving off the impression you don’t want customer engagement, and may not follow through on your commitments.
Step 2: Provide social action links in your emails
Those that have already signed up to receive your email are the perfect candidates to also follow you on social media – they simply need to know you are there.
When you put sharing links in your email, it will be easy for readers to post the content to the specific social media sites for all of their connections to view. You have to make it easy to share the content that you provide. No user is going to make any extra effort on your behalf, no matter how much they love your brand(s).
But, getting users to your social sites is only the first part of the equation. Now, you need to maintain the relationship …
Step 3: Ensure that social media is integrated at each stage of communication
You need to ensure that the user can easily post what they are doing when interacting with you. This includes from initial contact, to reaching your landing page and ultimately making a purchase.
Remember, social media is a platform for ongoing conversation. When you open the conversation in your email, those that click through to your social sites expect you to be there on the other side.
If you’re not maintaining contact with these valued prospects, you’ve just blown a golden opportunity to keep customers engaged, build new customer loyalty, and most importantly, garner crucial data about their needs and wants.
Step 4: Enjoy huge results
When you successfully integrate social media into your email campaigns you will receive near immediate results, most notably when the number of brand mentions in social media increases. Also, the number of subscribers you have for your email content will likely increase, as well.
The last significant result that you will see is that the amount of leads and traffic you have from your social media sites will increase due to the buzz you receive from your social media efforts.
It’s not a perfect science, of course. This, like all integrated marketing efforts, takes significantly more work. You need to maintain consistent messaging, and a congruent look and feel across media. In short, these tactics can’t work in siloes – integration means just that, integrate – only then will your customers engage more readily, and more often.
However, despite the extra efforts involved, the successful merger of email with the ever-expanding slate of social media outlets gives you an unparalleled opportunity to grow your brand presence and expand your reach well beyond the inbox.