In fact, there are 3.48 billion social media users in the world now. Surely, you can reach out to all the potential customers you want for your business, right? You don’t need email marketing, do you?
It turns out, you do.
That’s not all. Its ROI is astronomical.
Clearly, social media and email marketing are potent tools when you want to reach out to customers. But choosing one over the other doesn’t work well for business, and they are best used together in a team.
In the long-term, it pays to integrate social media with your email marketing strategies.
But how do you do that?
Here are some tips to help you:
Upload your list
You must have an email address list database. It often becomes difficult to keep track of who’s who. It’s hard even to understand the people behind the addresses and figure out what they want.
As a first step, you can import your entire email list onto social media and integrate it. Once the addresses and their social accounts are in sync, it becomes relatively easy to understand the customer’s choices, preferences, wants, and needs feasibly. It eventually helps in improving sending targeted emails.
Send out invites
A study says that 22% of all social media accounts have fallen prey to cyber-crime at one time or the other. If that happens with one of your social media customers, their profiles are gone. You lose contact forever. And it’s tough to get them on board again unless you have some secondary means of communication. For example?
Their email addresses, of course. You should keep provisions for all eventualities, and ask your social media contacts for their email addresses. That way, you don’t lose them, no matter what.
The benefits aren’t passive. Getting email addresses from social media contacts allows you to account for much more personalization while sending emails. Customer Lifetime Value (CLV) is positively impacted.
Incentivize your customers
Humans love incentives. Referral marketing generates 3 to 5 times more conversions than any other channel.
And more than 50% of people are likely to provide a referral for you when they get an incentive. The combination of referral marketing and incentives makes for a fruitful one.
39% of people refer to a brand in anticipation of receiving an incentive. Take advantage of that to build your own database.
Providing incentives to people who can influence their friends, family, and relatives to like and follow your social media page on any platform can work wonders in your favor. You can get new leads and targets simply through incentives, without having to spend heavily on marketing.
Add a touch of social media
40% of Twitter users purchased something they saw on Twitter. This is a good example of the great power and influence of Twitter and exemplifies the effect the platform can have on the choice of consumers.
Leveraging the power of Twitter, you can attach a live twitter feed link to every email you send in your email marketing campaign.
Every time an interested customer clicks on the link, they will be directed to your Twitter account and will visualize the most recent Twitter feed.
That will drive up customer engagement on your Twitter account, and the positive influence of Twitter can help organically grow your prospective lead database over a period of time.
Add sign-up form
The trick is to try and link the email addresses of your social media followers with their accounts. And when it comes to running and growing a business, Facebook is by far the best platform.
70% of all B2C marketers have acquired customers through Facebook.
More than 81% of the US population has at least one Facebook account. That’s nearly 265 million people. Clearly, the reach of Facebook is humongous.
Adding an ‘email sign-up form’ on your Facebook page can really get your social media fans onboard your email marketing campaign, without you having to work extra.
Social media giveaways
Who doesn’t like giveaways? Take advantage of human nature to link your social media and email marketing accounts.
Many brands use both Facebook and Instagram to host giveaways.
Engage your prospective leads with fun and frolic, make it a competition, and most will turn up in droves.
You could make it effective in different ways. For example, when you hosting giveaways on Facebook, you could ensure that people who participate must log in with their email addresses.
You could also use multiple channels, like sending the question into the inbox of the participants, inviting them to answer on your social media page. Not only is it engaging, but it also serves your purpose quite well!
Re-target your potential customers
When you send emails to everyone in your email list, few of them open the emails and go through them. Based on the CTR, you can segment the ones who are really interested, and target them concertedly.
You can create social media advertisements specifically for the accounts that click through your emails but aren’t on your social media list as of yet.
By providing relevant content to the leads, you can demonstrate value.
The CTR of a re-targeted advertisement on social media is 10 times that of an ordinary advertisement.
Customers seeing retargeted ads are 70% more likely to convert as well.
And you can achieve this easily since social media retargeting is very low-cost.
Humans love attention, and they crave exclusivity. It’s a way of standing out from the crowd.
Many businesses take advantage of this. You can create an exclusive, closed social media group on Facebook or Twitter, allowing access to a select few.
Keep the criteria of joining the group as referring at least 3 friends, family, or acquaintances to sign up for your newsletter.
It works even better if they need to sign-up from your social media page. That way, you add a social media follower and get their email address.
Use the tips mentioned above to integrate email marketing into your social media strategy.
It is better to utilize both email marketing and social media together, to unlock their full potential.
Used individually, they are great channels for building contacts, but when merged, they become a significant force to be reckoned with.
**About the Author: Kate Lynch is a digital marketing blogger who spends her entire day writing quality blogs. She is a passionate reader and loves to share quality content prevalent on the web with her friends and followers, keeping a keen eye on the latest trends and news in those industries. Follow her on twitter @IamKateLynch for more updates.