The days when marketers could reach customers through a single channel are over. Multi-channel marketing has become the norm in almost every industry. Merging social media and email marketing is one of the best ways to grow your brand.
However, marketers are having difficulty integrating their social media and email marketing campaigns. Polls have found that 95 percent of marketers recognize the importance of multi-channel marketing, but 51 percent admit they lack the tools and expertise to set up these campaigns.
If you need direction on combining social media and email marketing, you should follow these tips.
Use influencer marketing to earn trust
Email subscriber rates have collapsed in recent years. The biggest reason is that unscrupulous marketers have abused email to spam potential customers. They are very cautious about subscribing to email lists of brands that they do not trust.
Many black hat marketers use spam tactics to try building their email lists with social media. This has hurt the credibility of legitimate marketers trying to earn email subscribers. You need to earn their trust before driving them to your opt-in page.
One of the best ways to gain the trust of potential subscribers is by using social media influencers. Find social media users in your niche that people trust. People will be far more likely to join your email list if you have the endorsement of one of these experts.
Intertwine all channels
The primary focus of many marketers is to use their social media traffic to promote their email lists. Don’t limit yourself this way. Social media doesn’t lose its value as soon as your followers subscribe to your mailing list.
You should also try promoting your social media platforms with your email campaigns. Fruit of the Loom incorporates their major social media profiles into most of their emails, which has helped them expand their reach on social media.
Test both similar and custom opt in pages with your social media traffic
Facebook and other social media platforms offer a wide range of targeting options to reach new audiences. Many marketers have trouble figuring out how do you build their campaign funnels around different audiences.
Should you target eight different types of customers and reach them with the same ads and landing pages? Or should you build custom funnels for each of them? Both approaches have their merits, so you may need to improvise for each campaign.
In some verticals, different demographics respond very differently to certain marketing messages. Marketers in other industries find that there is a little distinction with the demographics that actually convert. Testing different ads and landing pages to optimize your results.
For example, you can create multiple landing pages for each demographic group you are advertising to and A/B test them to find what works best. Landing page software, like Wishpond, makes creating and testing landing pages simple while also integrating with third party email platforms.
Once a social media visitor is converted into a subscriber, use email marketing platforms like Campaign Monitor to create personalized email content based on the landing page message that got them to convert. If the landing page offered an ebook about a specific topic then your email copy should offer additional value on the same topic.
Use multimedia content and pinned posts to reach potential subscribers on Twitter
For many marketers, the term “social media marketing” is synonymous with “Facebook marketing.” Too many marketers overlook the potential of other social media platforms, such as Twitter.
Twitter can be an excellent site to build your email list. However, you need to work hard to make sure that your tweets stand out from all of the noise.
Kajabi has a lot of experience promoting campaigns on Twitter. They have found that using multimedia content and pinned tweet is a great way to build an email list.
Use social data to estimate demand for various lead magnets
Using a lead magnet is one of the most effective ways to build your email list. However, it is easy to invest a lot of time and resources building a lead magnet that appeals to a very small group of people. You must measure interest before investing in it.
You can use social media to identify lead magnet angles that appeal to a large base of potential subscribers. Try tweaking the targeting options with Facebook ads to see the size of different audiences. You probably don’t want to create a product that will resonate with 5000 people on the network.
Twitter doesn’t have the same audience estimates that Facebook does, but there are ways to test engagement for different ideas. Try running sponsored tweets for blog post that will be similar to your lead magnet page. You can use the number of retreats, likes and clicks to gauge interest in a particular topic.