According to a recent report done by Gigaom Research, digital marketers say email is the most effective tactic across the sales funnel. The study even revealed which digital tactics marketers are using most often. If you examine the chart below you will see that email marketing is used by 86% of the respondents regularly, and social media marketing is used by 72%.
As sophisticated marketers, we know that we can’t depend on a single medium to reach our marketing goals. With this research, we suggest combining email and social to efficiently execute your campaigns.
To get your wheels turning in how you can do this for your own campaigns; here are a few tried and true ways for email and social to collaborate:
1. Display Social Icons in Email Messages
This is a quick and simple way to integrate your messages. If customers are intrigued by your email message, but just need a little more information about you before deciding to act on the call-to-action – your links to Facebook, Twitter, Instagram, etc. are right there for easy access. Most Email Service Providers (ESPs) include these icons into their templates. So it should be simple to place your icons into your current email template and link to their corresponding social profile!
Check out the example below.
2. Reflect Messages Across Platforms
As a small business or agency it is important to reinforce your message whenever possible. If running a promotion (or content topic) through email, you should provide consistent messaging across platforms. The same goes for contests you might be holding through Facebook or other platforms.
Luckily, Post Designer and Cover Photo Designer are great tools to make this process painless. Both tools allow you to download whatever image you are working on to use across the collateral used to promote your campaign. Back in April, we utilized these tools when we were promoting Cover Photo Designer through a Facebook contest. To give a consistent brand image we announced the winners across marketing platforms. See examples of each below.
Facebook Cover Photo
Since our campaign was targeted for Facebook users, we kept most of our messaging between Facebook and email. However, don’t forget that if your users are loyal, they are most likely following you on multiple platforms – so don’t forget Twitter, Pinterest, Instagram, and other platforms you may be using!
3. Incentivize Engagement
To boost engagement through both email and social (because we don’t like to play favorites), you can take a risk in hosting a particular type of promotion. This campaign is typically referred to as “share more, save more.” This campaign involves a little bit more effort than the previous two we have discussed. This is because it will require a bit of development work on your website to make it successful. More or less, you create an email similar to the one showcased below, and promise a higher discount to your audience if they share the sale on their social platforms. By sharing on more platforms, the more they will save on what you are selling. The development work revolves around being able to track this information.
Executing this type of sale will spread your brand name and your sale on multiple platforms at once. The incentive will provoke more people to participate and share! Many daily deal sites utilize this method, like LivingSocial. These companies will even provide the item for free if three of your friends purchase the item from the link you have shared. Talk about incentivizing engagement!
While combining these digital marketing tactics may involve a bit more planning, it will be well worth it. You will display that you have a cohesive image for your brand, and demonstrate your marketing intelligence.
For extra organization, try keeping a campaign calendar to enhance your efficiency of this collaboration.
And of course, feel free to ask any extra questions in the comments!
About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Google+.