Customers need to encounter a brand up to 12 times before making a purchasing decision. Tip #2: Use your email list to make informed decisions on social media ads Ads on social media can be a powerful way to convert potential customers. You have the content for your next email and you will tell subscribers about your social media pages. Tip #4: Add links to your social media pages in your email updates This one’s pretty obvious. Featuring links to social media updates isn’t the only reason why TunnelBear’s Twitter page has 191K followers (compared to the 14K followers of Airtable). Tip #7: Take advantage of social media email digests Here’s a pretty clever idea on how to find a way into a customer’s email inbox without making them sign up (which comes from DFWSEM). Many people subscribe to email updates for groups they follow. Tip #8: Use social media to make ideal customers subscribe If you want to get specific people to sign up for your email list, social media (LinkedIn in particular) can help. Tip #9: Upload your email list to social media You can also import people who already subscribe to your email list to social media. Think about making your email and social media marketing work together.
Social media marketing is great for reaching new people. Email marketing is awesome at making them convert.
If you see an opportunity here, you’re correct.
Customers need to encounter a brand up to 12 times before making a purchasing decision. Companies that integrate email with social media marketing can achieve that milestone sooner.
In the process, they build customer loyalty, drive engagement and generate brand recognition. Pretty cool, huh?
What’s best, it’s simple to make them work in tandem in a cost-effective way. Here are some tips to get you started.
Tip #1: Combine email and social media to build a stronger brand
Potential customers seek brand integrity. It implies that the company is trustworthy and pays attention to detail.
So what happens when two marketing teams don’t talk to each other? Email and social media start speaking very different languages.
Your brand consistency suffers. The emails you send are fun and informal. But the Facebook page is all serious business.
The whole branding becomes a bit weaker – and you lose potential customers as a result.
But syncing up the language of your emails and social media marketing isn’t hard. It comes down to communication between teams. And if you do it right, this approach helps you build more effective branding.
Product Hunt is a great example of this tactic. Their email newsletter and tweets share the same language. The brand is informal and enthusiastic, it features tons of emojis and can’t help but post another cat GIF.
Fans of Product Hunt will understand what the brand stands for no matter if they use Twitter, email or both. The brand is consistent.
Tip #2: Use your email list to make informed decisions on social media ads
Ads on social media can be a powerful way to convert potential customers. But they don’t come cheap. Wouldn’t it be nice to know which call-to-action will achieve more conversions?
Use your email marketing to test ideas for ads before you buy them. For example, write several emails based on effective subject lines techniques. See which one performs best – and use it in ads for social media.
You can go even further and A/B test various subject lines and images based on the customer group you want to target.
Tip #3: Recycle content
It’s pretty easy to recycle content between email and social media marketing channels. Once again, it all comes down to having a system in place, i.e. teams communicating with each other.
The obvious advantage here is the opportunity to share assets between teams. It’s a great and cheap strategy.
For example, look at the productivity app Notion. As a rule, they use a lot of GIFs on their Twitter page to showcase new features before they release.
But when the update is out, the team repackages the same GIFs in an email update:
For example, ask your Twitter/Facebook followers to share their success stories. Pick the most impressive posts and use them in the next email update.
This tactic kills two birds with one stone. You have the content for your next email and you will tell subscribers about your social media pages.
Here’s another idea. Use a Twitter thread (or a Facebook post) to explain something to users. When it’s time to write another email, link to that explanation instead of writing a new one. Once again, this will also nudge subscribers to your email list to follow you on social media.
A good example of this tactic also comes from Notion. In an email update, they announce a new feature with a quick description. But on Twitter, they publish a longer thread with the in-depth explanation – and link to it in the email.
The tweetstorm consists of a dozen tweets with custom images. By design, it also features replies of your customers. Manage to gain positive feedback and email subscribers will immediately see social proof:
The tactic works in the other direction, too. Tell an in-depth story in an email update and recycle it for…
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