How to Make Social Media and Email Marketing Work Together (Updated for 2018)

We’ve been saying that all your marketing channels need to
work together to achieve your goals. We say that a lot. Each
marketing channel is, after all, part of a tactic in your greater
strategy. The trick is to leverage each channel at what it does
best. So what are each channel’s strengths?

If you’re going to use any marketing channel effectively, you
need to know how to use it properly. That includes knowing what
works well for each medium. Social media, with some exceptions
(I’m looking at you, Instagram), isn’t a great place for direct
sales, bottom-of-the-funnel conversions, or the end of a customer
journey, or whatever terminology you choose to use.

Luckily, social media platforms – and online marketing
channels in general – aren’t islands you cannot build a bridge
between.

All of them have their own strengths and the *only thing*
marketers need to learn is how to use them to their advantage.

In this post, I’ll show you how to connect two of my favorite
ones  – email marketing and social media.

What is social media good at?

  • Building brand recognition
  • Building brand loyalty
  • Building community
  • Driving traffic back to your website
  • Increasing conversion opportunities

The trickiest part of social media is that you don’t control
who sees your messages. Facebook, Twitter and Instagram – all
have algorithms that restrict your posts’ organic reach.
Remember, all these platforms are publicly-traded companies now and
their main business is advertising. They’re happy to let you pay
to get your message out. But they won’t make it easy for you to
spread your words organically.

Email marketing has a big difference – you control (almost)
everything. For email, the “how to use it” goes beyond
understanding how to use your email provider’s platform. Just
like social media posts are written in a way to generate
engagement, emails (subject lines and body copy) are written to
encourage opens and clicking links.

Why is that?

Because email marketing is good at:

  • Building relationships with customers
  • Delivering targeted and personalized messages
  • Converting subscribers into customers
  • Retaining customers
  • Delivering upsell opportunities

Email is a great medium for the bottom of the funnel activities
and getting customers to the sales page. Remember that email is how
most consumers want to receive transactional and business
communications. Generally speaking, it’s where people expect to
receive offers and sales messages, so make use of that wisely. But
if marketers use email and social media for different purposes, how
can they work together?

Treat them as complements

Social media and email complement each other. One is good where
the other is weak. So use each channel to build the other.
Otherwise known as cross-promotion. You can cross-promote your
channels in several ways:

Use organic social posts and paid social ads to promote your
lead magnets. This will increase your subscriber list as your
exposure grows – if you target well and have a valuable lead
magnet.

And if you haven’t heard, we’ve recently released a new
social media app that can help you with that.

It’s called Beam.

With just a few clicks, you can create engaging animated social
media posts and publish them on Facebook, Twitter, or Instagram to
promote your brand.

Choose from 150+ templates, add your own photos and text, apply
filters, and more. You should really give it a try!

beam app

Ok, we’re done bragging ;).

But, speaking of apps, you should use a few more of them.

Use apps like a Facebook web form integration to allow people to
sign up for your list straight from social media. We do this
ourselves at GetResponse – we offer our list-building course as a
lead magnet.

getresponse facebook webform integration

Leverage user generated content across all your channels to
build community. This can be reviews, posts from visitors to your
social profiles, or even Instagram images. Always ask
before using!

Look at how Paravel leveraged user generated Instagram content
in one of their emails:

paravel user generated content email

Image courtesy of
Really Good Emails

Include your social profiles in your email template

This is a little trick you can use via social icons. Check out
this email we sent to promote Beam this Black Friday, find the
social icons at the bottom right corner of the email. That’s how
you can use the template – subtle, necessary, and effective.

beam promo email black friday

Use both channels to get your subscribers to become your social
fans – and vice versa. The goal is to get them join your list or
follow you on social networks – whichever they have not done
yet. Offering discounts specific to each channel, if they perform
the requested subscription or follow (respectively) is one way to
do that.  Check out what Good American did to encourage their
email subscribers to become their social fans wherever they
were:

good american social media email marketing

Image courtesy of
Really Good Emails

Use social ads targeting your email subscribers to direct them
to specific product pages. This is a common thing you’ll see in
your newsfeed. Here are some examples based on tracking cookies
from website visits:

amazon kindle social ads targeting

zappos social ads targeting

Think of the Rule of Seven in marketing. It’s easy for both
email and social media to be at least two of those contacts before
a customer purchases from you. Which is the ultimate goal, after
all.

Use your community, like a Facebook group, to build your email list

There are several ways you can do this. One is requiring those
who wish to join the group to
provide their email address via group
onboarding questions.

member request settings

Another is that you could also use a lead magnet as the cover
image, with a link to the lead magnet in the image description.

Share your content between channels

This should seem obvious within the context of a larger
marketing campaign. Use the same content, adapted for each medium,
across all your distribution channels. That keeps the messaging
consistent and recognizable. But it’s not necessary to take this
course of action just for campaigns. Use your content wisely
across email and social media. If there’s a great video that will
help your audience, use both social and email to bring it to your
customer’s attention.

Drive traffic to wherever you think is most important for your
goals. Create teasers from long-form content to drive
fans/subscribers to your destination/lead page. Use more than one
channel. Social algorithms mean you never know when a fan will see
a post. So, what if they happen to see it on more than one social
network? That’s an extra “Rule of Seven” contact.

One is not better than the other

Remember that email marketing and social media
are both necessary for a well-rounded digital marketing strategy.
One is not inherently better than the other. Each channel has its
own strengths and weaknesses. Each has its own place in the
marketing ecosystem.

How do you do it?

Have you been successful in integrating both social media and
email marketing in your business? What’s worked for you? What
hasn’t? Share your successes in the comments below.

How to Make Social Media And Email Marketing Work Together

The post
How to Make Social Media and Email Marketing Work Together (Updated
for 2018)
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How to Make Social Media and Email Marketing Work Together (Updated for 2018)