How to Make Social Media And Email Marketing Work Together
We’ve been saying that all your marketing channels need to work together to achieve your goals. We say that a lot. Each marketing channel is, after all, part of a tactic in your greater strategy. The trick is to leverage each channel at what it does best. So what are each channel’s strengths?
If you’re going to use any marketing channel effectively, you need to know how to use it properly. That includes knowing what works well for each medium. Social media, with some exceptions (I’m looking at you, Instagram), isn’t a great place for direct sales, bottom-of-the-funnel conversions, or the end of a customer journey, or whatever terminology you choose to use.
What is social media good at?
- Building brand recognition
- Building brand loyalty
- Building community
- Driving traffic back to your website
- Increasing conversion opportunities
The trickiest part of social media is that you don’t control who sees your messages. Facebook, Twitter and Instagram – all have algorithms that restrict your posts’ organic reach. Remember, all these platforms are publicly-traded companies now and their main business is advertising. They’re happy to let you pay to get your message out. But they won’t make it easy for you to spread your words organically.
Email marketing has a big difference – you control (almost) everything. For email the “how to use it” goes beyond understanding how to use your email provider’s platform. Just like social media posts are written in a way to generate engagement, emails (subject lines and body copy) are written to encourage opens and clicking links. Why is that? Because email marketing is good at:
- Building relationships with customers
- Delivering targeted and personalized messages
- Converting subscribers into customers
- Retaining customers
- Delivering upsell opportunities
Email is a great medium for the bottom of the funnel activities and getting customers to the sales page. Remember that email is how most consumers want to receive transactional and business communications. Generally speaking, it’s where people expect to receive offers and sales messages, so make use of that wisely. But if marketers use email and social media for different purposes, how can they work together?
Treat them as complements
Social media and email complement each other. One is good where the other is weak. So use each channel to build the other. Otherwise known as cross-promotion. You can cross-promote your channels in several ways:
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