Social media and email are two of the most important digital marketing channels in 2021, but they can only do so much on their own. Both platforms are most effective when combined with each other as well as other channels such as SMS, search engines, push notifications and more you can read at Roofing Marketing Pro blog.
In this article, we’ll cover some of the most effective ways to combine social media and email in your digital marketing campaigns. These tactics will help you get more out of each channel’s strengths while leaning on the other to balance out their respective weaknesses. If you would like to find out more about network security for your business check it out here.
1. Reuse content
While there may be some overlap between your social media and email audiences, that doesn’t mean you can’t reuse and repurpose content across channels. Always creating separate content for every platform is unnecessarily expensive. It’s often better to distribute the same content in multiple ways. Of course, that doesn’t mean that your social media and email feeds need to be identical. There’s still plenty of room for channel-specific ads alongside reused and repurposed content.
If you run a social media contest, for example, you can put some of the best entries in your next email newsletter. Similarly, content that’s created for email marketing can often be repurposed as micro-content for Facebook ads and other social media channels. Using the same content twice saves money and helps you build a more cohesive online presence that users will recognize across every platform.
One easy way to reuse content involves sharing user-generated social media posts through your email newsletter. Ask your social media followers to tag you or post with a particular hashtag, then sift through the results to look for the best content. User-generated posts don’t cost anything to produce, and they tend to give your brand more credibility than other forms of content.
2. Generate email subscriptions through social media
Building an email list takes time, and it’s critical to get as many sources of new subscriptions as possible. If you don’t already have a “subscribe” button on your social media profiles, you could be missing out on countless potential subscribers who simply don’t know how to sign up for your newsletter.
Contemporary consumers look for a seamless customer experience, so don’t expect them to comb through your site and search for the subscribe option. Instead, make your newsletter as conspicuous as possible and make it easy for them to join in just a few seconds. Facebook and Twitter make this nearly effortless through their dedicated call to action functions.
Once a user joins your email list, you can target them by sending automated emails to keep them engaged and move them through the sales cycle. Right after they subscribe, for example, you should provide a welcome message with some details about your brand and opportunities for them to visit your site or make their first purchase. This is a perfect example of how a seamless progression from social media to email can help you extend each interaction and keep more users engaged with your content.
Social media contests can also build your email list along with improving your outreach on social media. Marketers often provide contest entries for a variety of actions such as following a social media profile or sharing the contest with their friends and followers. Offering an additional entry for email subscriptions is a simple way to leverage a social media contest for email marketing.
3. Promote your social media profiles via email
Unsurprisingly, the same tactic works just as well in the opposite direction, and it’s also equally convenient to set up. Simply adding social media buttons to the bottom of each email will make it simple for your email subscribers to click through and check out your social media profiles. This requires no ongoing effort or even any marketing knowledge, so it’s one of the easiest ways to optimize your social media funnel.
With that being said, you may be able to generate even more interest by actively pushing your email subscribers toward your social media profiles. In the same way that offering contest entries for email subscriptions will build your email list, letting your email list know about the contest will push them onto social media. This is a particularly effective method of encouraging cross-channel engagement since contests and other time-sensitive events create a sense of urgency and tend to generate more audience interest than regular content.
4. Upload your email list to social media
Data is crucial for success in contemporary digital marketing, and most social media platforms make it easy to leverage your email data for retargeting and other marketing purposes. Exporting LinkedIn contacts, also using Facebook, Twitter, and other channels allow marketers to plug in their email list as a CSV file and target matching profiles based on that information.
Engaging with the same lead across multiple channels is a surefire way to increase their odds of making a purchase, and users who have already engaged with your brand via email are more likely to be ready to move through the sales funnel. Narrowly targeting specific ads to your existing email audience could have a significant effect on your social media marketing ROI.
5. Bring unsubscribed users back on social media
Minimizing unsubscribes is a key aspect of email marketing optimization, but it’s inevitable that some users will leave your email list. With that being said, an unsubscribe doesn’t necessarily mean that they don’t care about your brand—in fact, leads unsubscribe from email newsletters for a number of reasons.
While some of these users may be done with your brand entirely, others may be more receptive to staying engaged in a way that’s more convenient for them. In your unsubscribe confirmation email, make sure to include a quick note inviting users to follow you on social media if they’re still interested in your content.
Combining social media and email marketing might sound complicated, but there are a number of simple ways to encourage cross-channel interaction. These strategies will help you get more users engaged with your brand on multiple channels and move leads through the customer journey even more quickly.
Alex is a digital nomad and a writer for Omnisend. When he’s not writing content, you can find him reading, learning a language, or exploring the natural beauty of every location he visits.