On their own, both email and social media are powerful marketing channels. But use them in combination, and you can dramatically increase their impact.
In this blog, we look at how the two channels can work together to improve the ROI of your marketing activity.
Why email marketing?
Email is recognised as a hugely effective way of taking your content to a targeted audience.
Cost-effective and highly measurable, email enables you to deliver your messages to exactly the market you are trying to reach.
It allows you to refine your approach based on open rates, click throughs and interactions, meaning you can continually improve your results.
With a report last year suggesting that professional services marketers aren’t making the most of digital, it’s worth re-examining your own email strategy.
Some pointers to bear in mind for increased success:
- Make sure your content is hitting the mark. Emails that don’t resonate are easily consigned to the recycle bin. Read our tips on the types of content you need to improve your conversion rate and find out how you can use storytelling to create compelling content.
- Understand your audience and segment your approach. Getting the right message to the right people will see your open and click-through rates soar. Get a feel for the personas you are talking to, and your writing will mirror the way they speak and think.
- Make it topical. Email is the perfect channel for hot-off-the-press topics – enabling you to get your thoughts on new legislation, your latest products and recent news out ASAP.
- But getting content out quickly – particularly in a regulated environment – can be a challenge. Read our advice on producing quality content in less time to make sure you stay ahead of your competitors.
- Of course, if you’re regulated you also need to think about compliance with FCA regulations. You need to write content that Compliance can approve to minimise the time it takes to get sign off. And then make sure that you have an efficient sign-off process that meets FCA standards and creates a compliant audit trail. Putting in place some form of automation can help here by making marketing and compliance processes simple, fast and non-negotiable.
- And whether you are regulated or not, the upcoming General Data Protection Regulation applies to all organisations. It’s set to have a huge impact on email marketing when it comes in later this month. Read more about how GDPR will impact your marketing and discover tips specifically for regulated firms.
For more advice on how you can get the most from email, you can read our 6 success strategies for effective email marketing.
The benefits of using social media
Social media was recently identified as one of the four essential marketing tools you should be using.
Like email, it’s gained popularity via its measurability. It’s easy to track your followers, interactions and clicks on platforms like Linkedin and Twitter, making it easy to see the impact of your activity, and to refine and improve it.
It’s also another good way to get content out quickly and – like email – it’s highly cost-effective. No wonder that social media has been embraced by B2B marketers and recognised as crucial to the success of your strategy.
Take these steps if you want to make the most of the opportunities it offers.
Get your content right
Getting a share of voice on social media enables you to broadcast your thinking – use your posts to share links to whitepapers, articles, surveys, newsletters; anything that showcases your capabilities.
Delivering relevant content is central to getting clicks, shares and likes and driving traffic to your website. You can read more tips on how to do this in our blogs on how to maximise engagement with your content marketing and how to make your content more shareable.
Structure your approach
If you want to maximise the advantages of social media, you need to create an effective strategy. Producing a social media style guide can also be invaluable in ensuring that your posts are consistent with your brand and values.
Make it compliant
As with email and other digital channels, social media is covered by the FCA’s financial promotion rules. Posts and tweets need to be compliant, and to follow a compliant sign-off process. Read our 10 tips for social media success in regulated firms for advice specific to FCA-regulated marketers.
How to use email and social media together for maximum impact
While both channels offer huge potential for marketers, using them in combination can enhance their impact even further.
Using social media to improve your email marketing
Encourage people to sign up to your emails via Twitter and Linkedin. Some of your email contacts will not follow you on social media, and vice versa. Use posts and tweets to drive people to a contact page where they can sign up for emails – whether it’s a weekly blog or ad hoc thought leadership.
This is particularly pertinent in the post-GDPR world, where people need to proactively opt in so you can email them. Don’t be afraid to use your social reach to grow your email contact list.
Share content usually promoted on email via social platforms. As well as posts that directly ask people to sign up to emails, you can create posts that implicitly do the same thing.
By sharing content on Twitter and Linkedin that you send to your email contacts, you are showcasing the breadth of your thinking and encouraging people to seek it out. Once they’re on your website, make it easy for them to sign up to receive similar content by email.
Prove yourself as a trusted source of content. People only want to be emailed with things they find relevant and useful. Your social media accounts are your shop window – if your followers can see that the content you produce is high-quality and aimed at people like them, they’re more likely to want to receive it by email.
Using email to drive social media success
Promote your social channels. Sounds obvious, but many companies don’t do it. Turn your subscribers into followers by including links to your corporate accounts in your email footers; make it easy for people to sign up.
Raise awareness of your social content. Link directly to tweets or Linkedin posts in your lead nurturing emails. If you are running events, create hashtags for them and use them in your promotional emails. If people can see that the content you’re creating is valuable, they’ll be more likely to follow you.
Include tweetable links in emails. If you’re sharing content on email, include the ability to tweet a link to the content online. Readers who’ve found it useful have an instant way to share – and implicitly endorse – your messages.
Combine email and social media for maximum impact
Separately, both email and social media are powerful tools. Use them in tandem and maximise their potential for cross-pollination, and they can have a significant impact on the success of your marketing activity.
To read more about how automation can help you to get the most from email, social media and other digital channels, you can download a copy of our guide to automated workflows for Marketing teams. It’s free, and available to download here.