“Why do we need to connect our email and social media marketing?”
It’s a question I often answer while talking with customers, prospects, and partners, and a key topic I discussed in a recent webinar, Integrated Email and Social Marketing: Tips and Trends. Understanding the benefits of connecting email and social media marketing, and the negative consequences not doing so could have on your organization, is your first step to achieving your marketing goals.
10 Minute Video Overview
Your customers/prospects/members are on BOTH email and social media, so these can no longer be independent silos within your organization.
Think of yourself and the various ways in which you receive communications. You use email and are most likely on multiple social networks such as LinkedIn, Twitter, or Facebook. Now think of all of the people you want to communicate with. The vast majority of these people are similar to you, using both email and social media to receive information.
There needs to be a mind shift within organizations to think of email and social media marketing as one entity for disseminating information. In most companies today, email marketing and social media marketing are managed by two (or more) different people that use separate technology tools to send communications and view results. This division of email and social makes coordination between the two very difficult, and results in email marketing efforts not impacting social media marketing efforts and vice versa. For example, someone who is connected to your organization on Facebook may not be receiving your emails.
By integrating email and social media marketing you could potentially:
Expand the reach of your communications
It’s quite possible there are people you want to communicate with that don’t like email and prefer to receive information via social media channels, and vice versa. By integrating email and social marketing you’re able to reach many more people that you weren’t previously able to.
Identify and engage with influencers
Influencers, or evangelists, are the people that consistently engage with your communications, such as liking your Facebook posts, re-tweeting your content, or opening and clicking through your emails. Discovering who your influencers are can help you better engage with those key people that can really help you amplify your message and reach other people that you weren’t able to before.
Find new opportunities
There may very well be sales opportunities with your influencers because they are very in tune with the information you’re promoting. Integrating your email and social media marketing enables you to discover these opportunities and act on them in ways you weren’t able to previously.
Send more targeted communications with better results
Knowing if individual people prefer to receive your communications via email or social by viewing how they interact with them, (for example if someone likes your Facebook posts but doesn’t open or click through your emails), enables you to send highly targeted information via the channel each individual prefers to receive them.
If you don’t integrate your email and social marketing, you could potentially:
Lose touch with customers
If you aren’t communicating with customers via the channel they prefer, either because you don’t have a consistent email and social media strategy or because they aren’t connected, you run the risk of losing contact with customers. If you’re not able to see how or if customers are engaging with you, you may not realize you’ve lost touch with them until it’s too late.
Alienate existing customers
Not delivering targeted content via email and the social channels that customers prefer could result in erosion of the trust your customers have in your brand. Maintaining this trust is crucial to keeping and expanding your relationships with customers.
Reduce the impact of your communications
If someone changes their preference for how they like to receive communications and you don’t offer the means for them to do that, the person will begin to pay less and less attention to your messages.
For example, a prospect who is receiving your emails now wants to use social media instead. If you don’t use social media, or it isn’t integrated with your email, the prospect may pay little, if any, attention to your emails.
What benefits has your organization gained from integrating your email and social media marketing? What negative consequences have you realized from not doing so? Post a comment and share your experiences.