October 4, 2011:
Jon Stodola, Business Development Representative
I’m always looking to learn more from our subject matter experts here at Priority so that I can help the marketers I speak with develop the right strategies and programs to support their organizational goals. I recently spoke with a marketer about her email marketing and social media efforts. She was dabbling in both, but not really driving either to success. So, I sat down with Grant Evans, our email marketing manager to talk to him about how she could maximize her success from both efforts by making them work better together.
Grant and I discussed a few ways marketers can benefit by incorporating these two powerful tools.
Recently, a post from eMarketer declared “social media usage is hardly taking away from email.” The study mentioned in the article showed that42% of survey respondents claiming to be social media users said that they checked their personal email 4+ times per day! Hubspot covered this very topic with a great post (How to Leverage Social Media to Grow Your Email List) where they cited a Silverpop study revealing that only 10% of brands currently have an opt-in form for their e-newsletter on their Facebook page. So, add that opt-in form and start talking about the benefits of subscribing to your free newsletter. Consider taking it a step further by dripping some of your great email content (perhaps just a brief part that gets them hungry for more) and possibly offering something special for new subscribers.
If you want to read more about how social media is actually strengthening email efforts, read my previous post: Does the Emergence of Social Media Mean the End of Email?
Grant mentioned this blog post from one expert covering 5 top tips on how email should integrate with social. His very first tip was to socialize your email audience. Good advice. If your email doesn’t currently highlight your social media efforts and encourage subscribers to join you there, then that is an easy first place to start. Next, Grant encourages our clients to add share-to-social tools to their email. Your email subscribers are highly engaged with your brand. Put that enthusiasm to use by encouraging them to share content they like from your e-newsletter on their social networks. If you can, you’ll also want to add “Like,” “Recommend,” “+1,” “Tweet” and other social buttons that make it even easier for subscribers to share content.
Now, for the hard part: creating engagement! For more about creating Facebook page content, read Facebook Page Content: Why Is It So Hard to Produce?
I love this statement from a recent AdAge article about mobile marketing strategies for Superbowl 2012: “A Super Bowl ad without a mobile extension is like shaking Peyton Manning’s hand without asking for an autograph.” Now, most of us don’t have SuperBowl-sized budgets for 2012, but Grant and I spent a lot of time talking about the fact that “more than 200 million Facebook users access Facebook from mobile devices every month” and “in November 2010, 70.1 million mobile users (30 percent of all mobile subscribers) accessed email on their mobile” (a number that is sure to increase with continued smartphone adoption). Make sure you take the first steps by incorporating mobile into your email marketing plan by reading Grant’s post Is 2011 the Year You’ll Add Mobile to Your Email Marketing? Then, make sure you followed his tips above in growing your followers and viola, hopefully you’ve done what you can to make your social to email & email to social efforts mobile-friendly.
Ready to integrate another marketing effort? Read Is Your Content Ready for Mobile Search? Just be sure that when they find you, they find links to your social media efforts and an invitation to opt-in for your e-newsletter!
Have you had success leveraging social for email or email for social? I’d love to hear from you below.
This blog post was originally published on the Priority Blog at priorityresults.com/blog. Priority Integrated Marketing is now BlueSpire Strategic Marketing.
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