As digital marketing and analytics tracking have advanced, online marketers are under increasing pressure to provide customers with the most value while achieving the highest ROI possible. You need campaigns which can funnel your prospects through the sales lifecycle, to the purchase and beyond. Ultimately, you need to find a multichannel strategy that helps generate positive connections with customers and reach the desired conversion.
Reaching the right person at the right time with the right message, while interacting with customers in their preferred channels, is the key to success. One possible solution, readily available to you, is integrating your email and social media marketing efforts.
Integrating your email and social media marketing can increase your outreach, and spark a conversation around your brand that drives the conversions you need.
1. Include sharing buttons in your emails.
Your messaging should travel beyond the confines of your audience’s inboxes. Including social sharing buttons as part of your emails encourages readers to share your content with their friends, family, and coworkers. The more people who share your email, the more potential you have for opens, clicks, and conversions.
You can include share buttons in your emails that, when clicked, will provide prewritten social media posts. This enables your audience to easily share your status updates or tweets with minimal effort on their part.
For your social sharing calls-to-action, use bold phrasing to inform your audience the action you want them to take. Try phrases like “Your friends would love to know about this. Share it!” or “Let your colleagues know you found out about this first. Share this!” Also, remember to A/B test your emails. Testing the design, placement, wording, or any other change you may make, big or small, can have a positive effect on your conversion rates.
By including social sharing calls-to-action in your emails, you can easily redirect engaged audiences to your social media pages.
2. Send a social media designated email campaign.
Sending a short and sweet email to your lists announcing your new Twitter account or LinkedIn page has the potential to land you new followers. You could even send an email to simply bring attention to your social media presence.
Either way, most email service providers have ready-made templates for these kinds of announcements. For example, a Twitter email template should feature a blue-and-white color scheme with the platform’s signature bird.
Be sure to add a sentence or two about how your audience can benefit from following you on social media. Inform them of any promotions you might be running or exclusive content they can receive. You might even run a contest for new followers or likes you receive within a specified time frame. Providing your audience something of value will ensure they convert.
Your emails, as always, should include the company logo and a call-to-action button (“Follow Me!”) that links to the social media page you are wanting to direct them to.
Directing your email recipients to your company’s profile is an easy way to increase your audience engagement on social media.
3. Add email opt-in forms to your Facebook page.
Your company social media pages have a wealth of people who are already engaging your brand. Because they have followed you on social media, they are likely interested in what you are doing or what services you can provide. Your Facebook page, in particular, can result in fresh subscribers by adding an email opt-in box.
On your Facebook page you can add a box that will allow your followers to sign up for your newsletter. These forms are simple and straightforward, though you should utilize a color that draws attention to the box. Also, a simple, non-pushy call-to-action, such as “Sign Up For Our Weekly Newsletter”, will direct your followers to sign up.
By leveraging your engaged audience on Facebook, you can increase the number of people receiving regular communication from you.
Your newsletter subscribers and social media followers are audiences who are already engaged. Even your email lists are comprised of people whith an interest in your products and services. Integrating your social media and email marketing efforts will increase your outreach and start the right conversation around your brand.