According to a recent report by ExactTarget for 2014, digital marketers are spending more on email marketing and social media; the survey of over 2,500 global marketers found that acquiring new subscribers and building social media is among the top priorities for 2014.
The easiest way to integrate email, mobile and social marketing is viewing it as a business strategy; by planning their assimilation from a higher level you have a clear perspective of your needs from both channels.
Put all the ways to incorporate social media, email and mobile for your business into three buckets:
- What’s your strategy for reaching customers?
- What’s your strategy for keeping them?
- What’s your strategy for getting them to spend more with you?
Step 1: Building from the Ground Up
Once you’re clear on your target audience, tackle the first two integration pieces.
1. Collaboration between your email and social media teams. In order to convey company strategy effectively, plan an open meeting between your email and social media staff. Once your team sees and hears the vision set by the company it will be easier to set tasks in motion.
2. Build a segmented customer database. Set up your customer database so you know which social platforms each customer uses. There are several ways you can do this:
- Click Tracking individual Posts: You have the ability to track every click-per-post you send out on a social media post by putting in a unique link. A bitly link enables us to know exactly how many clicks came from a specific short link. When you are ready to view the click results place the bitly link into a URL and adding a + will tell you how many total clicks that post has received.
- Google Analytics: This will tell you how many visits came to your site from Twitter, Facebook, or other social media sources.
By using a combination of both tools listed above you will garner valuable insight on your consumers’ habits.
Step 2: Create Paths Between Email and Social Media
Next, integrate your channels. Create clear paths from your social media outposts to your email messages and your website.
1. Add social media sharing buttons to your emails: Emails can be viral. Give your readers the tools they need to spread the word. You can also send them to your social platform’s main page to learn more about you. Here’s how:
To do even more to promote your business on social media try the following:
- Extend Your Reach – Add a Social Share Bar to let your contacts share your email on their social networks.
- Spread the Word – Send your email or event invitation to Facebook, LinkedIn or Twitter when you send it to your contacts.
- Grow Your List – Invite your current social media contacts to join your mailing list.
2. Add social media engagement buttons to your “thanks for signing up” page.
TWITTER SHARE BUTTON: The easiest way to create a twitter share button that links to your opt-in page is by using the free Click To Tweet service.
PINTEREST SHARE BUTTON: Pinterest has a similar service, built-in directly to their business interface. Simply navigate to this link on Pinterest, to use their Widget Builder.
FACEBOOK SHARE BUTTON: Here’s a link for how to set up the sharing functionality for a custom link on Facebook.
GOOGLE+ SHARE BUTTON: Google has this on this how-to page here and steps are easy to follow.
3. Add email opt-in prompts to all your social media channels. Having a strong social media presence is becoming more and more reliable in driving traffic and building brand awareness. People can quickly share content across social media networks, putting content people are willing to share, can get more eyes on your company and brand.
- How to leverage: Facebook, Twitter, LinkedIn, Pinterest and Google+
Facebook: With over 1 billion active users on Facebook, and more people accessing via mobile more times per day your business needs a Facebook Page. Learn how to create an opt in button for your page here.
Twitter: Company marketers can use their Twitter bio to describe themselves and embed a call to action, such as a link to a sign-up form for a newsletter using http://twitterbiogenerator.com
LinkedIn: Optimize Your Company Description and Specialties: You have about 1,487 characters with spaces to create your company description. You can use this opportunity to provide important information about your company and optimize it with keywords.
LinkedIn has also recommended you order the keywords that describe your company starting with the most important in the “specialties” list. The keywords here that you want to be found for in LinkedIn and add your company URL.
Pinterest: Create an archive of past emails, information and saved screenshots, in your Pinterest account as a board. This can be utilized as reference for both you and your subscribers.
Google+: Offers capabilities that make connecting and engaging online globally easier than in the past. Hangouts allow you to have a live video chat with up to 10 people. Another highly valued feature is the Google+ ability to add long articles. The Circles feature allows you to easily drag and drop users into custom created circles that can be private or public.
3. Use promotion and/or contests to turn fans into subscribers.
Keeping your business goals concise, while creating remarkable content promotes engagement, the key to a successful campaign.
Utilizing social media to build email lists helps deliver a far greater return than a website alone. It is a great way to make solid impressions with customers using a small amount of effort. When used in conjunction with traditional email marketing techniques, social media becomes a ‘must have’ tool rather than a ‘might have.’