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How to Integrate Email, Facebook and Twitter in a Marketing Campaign

April 6th, 2012 ::

Marketing strategy

Integrating your email, Facebook and Twitter strategies into one marketing campaign doesn’t have to be hard. And, with all of the following benefits, smart marketers are syncing their efforts to get big results.

  • Social drives email opt-in:  On Facebook, you can drive visitors to Like you and to opt into your email list with a custom welcome tab. On Twitter, you can send out teasers promoting your next email campaign, with a link to an email sign-up page.
  • Email drives social campaigns:  Including social share buttons in all your email messages can increase traffic, followers and Likes.
  • Increase the reach of your message:  Your entire email list may not be on Facebook and Twitter, and not all your fans and followers may have opted into your email list yet. Cover all your bases with an integrated marketing campaign.
  • Increase the potential of word of mouth:  Using sharing buttons and sending fans and followers to an email list sign-up not only increases your reach, but it also increases the opportunities for word of mouth communications.
  • Integration helps nurture a lead further along: Perhaps one of your leads received an email from you and then clicked over to your Facebook page. There, he or she receives more information and enjoys your Facebook content, helping to lead the prospect further along the conversion funnel.

Socialize Your Email Marketing

To get started integrating your email and social media strategies, embed social media links into your emails. You may want to consider one of the email marketing solutions with features that allow you to easily integrate social functionality into your campaigns. Lyris HQ offers tons of social features such as the ability to add social enhancers to email messages and segment recipients by social activity. You can also ask email recipients to share and retweet content with your own buttons embedded in the emails.

Build a Helpful Toolbox

Use tools to help integrate your strategies. Here are several worth checking out:

  • Vanity URLs:  If you haven’t done so already, create a custom URL for each social media page you set up. Try to use the same name for all your platforms if possible (Facebook = facebook.com/mycompany, Twitter = @mycompany)
  • Embedded Like buttons:  Add a Facebook Like button to all your channels, from your blog to your email messages.
  • Facebook Connect:  Allow your website visitors to log into Facebook as they browse your website content.
  • Twitter Search Widget:  Use this widget to display real-time tweets for a specific term within your Web content.
  • TweetDeck/HootSuite:  Easily manage multiple feeds for consistency with these third-party dashboards.
  • Radian 6, SM2 and Sysomos:  Track social media using these tools.
  • Buddy Media:  Create landing pages for your marketing campaigns across different platforms.

3 Steps to Integrating Your Message

A total digital marketing campaign should focus on a unified message, stretching across different platforms and complementing and leveraging each one’s strengths. Though it may sound complicated, this process can be really simple.

Step 1:  Use your email subject line to define your message. Keep your writing clear and tight, using no more than 50 characters. State what your readers can expect from your email, including what’s in it for them, and what action you want them to take as a result from your email.

Step. 2:  Tweak your message for Twitter. Translate that 50-character email subject line to a 140-character tweet. Use the additional space to add more interest and to clarify your call-to-action.

Step 3:  Modify your message for Facebook. Now you have plenty of space to flesh out your message further. Still keeping brevity and clarity in mind, develop your message into a full Facebook post. Add a compelling image, and you’re all set.

How about you? How do you integrate your marketing efforts on Facebook, Twitter and email into one cohesive campaign?

Image courtesy of creative design agency Arrae

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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