If you have been in the entrepreneurial game for any amount of time, you know that email is not dead. Combine it with social media and you have a strong combination.
Not only is it alive and kicking, but it’s also one of the most powerful marketing tools you have at your disposal. It’s a tool that can help your business pull in new customers, raise brand awareness, and improve your standing, among other benefits.
With that in mind, it’s important to note the sheer power and potential of social media in the entire matter. When you fuse social media marketing and email together, you are effectively tapping into a whole new pool of opportunities. Let’s break it down and discover just how you can use social media to take your email game to the next level. And vice versa.
Integrate social media icons into your emails
Let’s start with a tactic you can implement in a matter of minutes that will have a significant impact on your social media success – SM icons in emails. Including social media icons in your emails is an excellent and efficient way to connect with your subscribers, and incentivize to seek out more of your amazing content on your social media feeds. So efficient and effective, in fact, that more than 76% of emails contain SM icons.
Combine that with the fact that emails with social media icons have a significantly higher click-through-rate than their more traditional counterparts, and you can understand just how powerful this simple change can be. If you want to maximize their potential, however, you will put them at the top of your email instead of the footer – this will ensure the reader sees the icon before closing the email.
Incentivize email recipients to connect with you
Of course, social media icons can only do so much to promote your online presence and help build a loyal brand following. You need to sell your social media presence, you need to inspire and incentivize people to start following you across the social media realm. In a nutshell, people need to know what’s in it for them.
Promotions, discounts, special deals, all of these and other incentives can help you improve your email CTR and attract customers to your social media feeds. Incentivize people to invite their friends to like your SM accounts in order to win prizes and discounts. Small incentives like these will help you improve your email marketing easily and boost your social media following in the process.
Use social media monitoring to your advantage
Maneuvering the social media world is a challenging process few businesses manage to handle and exploit successfully. In order to unlock the true potential of your social media efforts and your email marketing campaigns, you need to be in the know and monitor the chatter surrounding your brand in the social media realm.
Discovering the subtle nuances that drive your audience and how the SM world perceives your brand through comprehensive social media monitoring will allow you to tailor your email marketing to the exact likes and sensibilities of your demographic. Remember, knowledge is power, and obtaining it will give you the competitive advantage as well as the tools you need to improve both social media and email marketing.
Use email to boost social validation and shares
Before your content, and your brand for that matter, can become popular and catch the eye of other prominent figures in your industry, it will first need to pass the arduous process of social validation. Social proof is a big deal nowadays, as potential customers and industry professionals will only take your content into consideration if it gains enough traction and recognition.
If you want to expedite the process of social validation, you want to use email automation to spread the word of your content, get it into people’s inboxes, and kick-start social sharing in an efficient and effective way. While email automation has its drawbacks, it’s a viable tool for getting content out quickly and incentivizing readers to share it on social media. That said, you need to be careful, as you shouldn’t just “set it and forget it” when it comes to email automation.
In essence, you need to keep constant tabs on your email campaign and monitor its impact on your existing and potential customer base. If you fail to define a marketing goal you will not only have no way of measuring progress, but you will also fail to get your point across.
Another problem with unsupervised automation is that you might be inadvertently sending out too many emails – this will land your emails straight into people’s spam folders and thus out of sight. In order to make automation work for you, be sure to avoid these common pitfalls and don’t forget to add a note of personalization into the mix to keep the message in line with the individual’s tastes and preferences.
Inspire people to sign up for your email list
Much like you would use your emails to promote your social media accounts, you can use social media to promote your email newsletters. This one should be a no-brainer, as it’s a unique chance for you to further connect with your audience, and more importantly, establish personal communication with the individual. You can inspire and incentivize your followers to sign up for your newsletter by offering exclusive industry insights, special deals for email subscribers, and of course, discounts. Make it easy for them to sign up by using the built-in lead generation tools on social media platforms such as Facebook and Twitter.
Email and social media go hand in hand as two of the most lucrative marketing tools in the modern business world. The power of email to connect with the individual combined with data obtained from social media creates a killer combo that can help your business reach new heights of success.
Onward & Upward,
Contributed by Elaine Bennett who is a digital marketing specialist focused on helping startups and small businesses grow. Besides that, she’s a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more people and help them on their business journey.