I am a firm believer in putting a large focus of your marketing strategy into social media. However, I also think that you should not put all of your eggs into one basket. Social media has become too important for businesses to not integrate it with other marketing efforts. Social media and e-mail marketing go hand-in-hand. Remember—“The whole is greater than the sum of its parts.” With that being said, here are some easy tips on how you can begin integrating the two and amplifying your results.
Focus on Top-of-Mind Awareness
Research shows that 84% of company Facebook page followers are current customers. Yes, there is the potential to reach new customers as well, but the best way to take advantage of Facebook is to keep your business top of-mind among your current customers. This is also true when it comes to e-mail marketing—the people who sign up to receive your e-mails are your current customers.
Integrate Your Audiences
You don’t want a customer to only join your e-mail list or to only “like” you on Facebook—you want to ask your customers to do both. Be sure to include links to your social profiles in your welcome e-mails, and post about your e-mail list on your Facebook page.
Use Contests and Sweepstakes to Your Advantage
Let’s say you are just starting to use e-mail marketing for your business, but have 600 Facebook fans. Sweepstakes and giveaways are an excellent way to motivate your current Facebook fans to join your e-mail list. Various Facebook contest platforms give you the option of requiring fans to supply their name and e-mail address in order to enter. After the contest is over, you now have a large list of customer e-mails to start working with. Go to www.woobox.com to learn more about running sweepstakes through your Facebook page.
Integrate Your Content
Incorporate fan expressions of advocacy into your email content. Incorporate most popular e-mail content into status updates and vice-versa. You can even tease upcoming e-mails through status updates. Maybe you spent some time making a fun YouTube video with your chef that you shared on your Facebook page… why not include that in an e-mail as well?
Use Facebook to Source E-mail Content
Ask your fans for their opinions. What are they interested in, and what do they want to know? Not only will they feel appreciated that you are asking for their opinion, but your open and click-through rates should increase as well because you are giving your customers exactly what they are asking for.
Include Your Social Icons on Everything
Every e-mail that you send out should have social icons and links to all of your social media platforms. Your emails, website, and social media platforms should always drive traffic among themselves.
Integrating social media and e-mail marketing together will increase your ROI and add to your bottom line. Try implementing one of these suggestions at a time, and before you know it, you will be running a cohesive marketing campaign with amplified results