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At this point there’s a good chance you’ve heard all about inbound marketing. It might still sound like some fancy newfangled scheme that hasn’t proven itself, but the truth is that it’s an incredibly powerful tool.
One of the most incredible things about inbound marketing is the way it complements current well-established web marketing strategies. The king of marketing online is still email marketing, and today we’ll examine a few of the more advanced ways that you can use email and social media together to build and nurture leads and eventually convert those leads into sales.
1. Always be Building Leads: The primary aim of many marketing campaigns is lead generation and both email and social media are excellent platforms for collecting new leads. Social media alone can be relatively ineffectual when it comes to lead generation, as a simple name or Twitter handle will not be very useful to a business. By combining information gathered through social networks with information gathered through email campaigns you can compile a more complete picture of your new leads.
2. Repurpose Popular Social Content in Emails: If you’ve managed to craft an especially popular post on one of your social networks, don’t be afraid to repurpose that content for your email newsletter. Not everyone is on social media (even though sometimes that’s hard to believe) and there’s a good chance if your content was popular on one platform it will also be successful on another.
3. Rehook them: Despite your best efforts eventually some people will want to unsubscribe from your email list. Take advantage of this process by adding social media icons to your unsubscribe landing page. Craft a simple message, such as: Inbox overflowing? Why not follow us on Facebook instead? This is the perfect chance to add another follower where you otherwise may have lost touch entirely.
4. Test You Subject Lines: We’ve talked about this before, but it bears repeating. Subject lines are the single most important component of your email message. Many experts recommend spending just as much time crafting your subject line as you do on the body of an email. It’s a good idea to test your subjects to determine the best ones, and Facebook status updates and ads make for a great venue to try new content.
5. Use Social Media to Build Your List: You may already have a static sign-up form for your email lists on your social media pages, and that’s a great start. But there’s no reason to stop there! Add a quick video encouraging people to sign up, explain why your email list is valuable, even show them an example of your newsletter. This is a great chance to get them hooked before they ever even receive an email.
Social media and email are excellent complements to each other, and using them in conjunction can make your marketing more potent than ever.
If you have any questions about using email or social media marketing be sure to drop us a line in the comments. If you’ve come up with some innovative new ways to pair email marketing and social media, we’d love to hear from you!