Integrate Your Outreach
An inbound marketing strategy is no one-trick pony. In the age of technology, marketers have to use every avenue to gain access to our target market. The two most important channels to synergize are email and social media outreach. In order to align your social media and marketing automation, follow these few tips and tricks.
1. Get staff buy-in
Alignment can only happen from the inside out. What does this mean for your company? All of your marketing staff need to work together, and know what each staff member is working on. Your social media manager and your email campaign expert should be cross promoting each other’s channels. The social media expert can promote a special that the email expert launched through an email blast this week. In conjunction, the email expert can use graphics or call outs to ask recipients to like or follow you in social media land.
As your staff cross promotes the channels, consumers will be better able to become plugged in on their preferred channels. Some people may be email and Twitter followers, while others may be email and Facebook fans. The users will segment themselves, but be sure to pay attention to how they respond best, and use the voice of your company on each of the platforms. The consumers need know that there is a real person, not just a corporation, behind your social media efforts.
In a survey of nearly 700 executives and social strategists in late 2012, we found that only 34% of businesses felt that their social strategy was connected to business outcomes and just 28% felt that they had a holistic approach to social media, where lines of business and business functions work together under a common vision. A mere 12% were confident they had a plan that looked beyond the next year. And, perhaps most astonishing, only half of all companies surveyed said that top executives were “informed, engaged and aligned with their companies’ social strategy. – Altimeter Group
2. Share in successes, but even more in failures
In email marketing, A/B testing is king. We pine over penning the perfect email subject lines, and finding the right call-to-action color schemes to reach that sweet spot of optimal conversion. How can you help your fellow social media specialist? Share!
If the email subject line worked in your email blast, tell the social media experts all about it. They can use the same wording in headlines for social media posts. It is likely that your audience will respond well to it in social media land as well. Conversely, if something does not work in either of the channels, let your whole team know. Perhaps you can start an internal documentation system of successes and failures so that you can actually learn from your mistakes. Measure, measure, measure!
3. Blur the lines between social media and your marketing strategy
Content and inbound marketing are meant to draw attention and leads to your website. Social media marketing is an inbound marketing strategy's backbone for engaging leads and prospects on various channels. As we create valuable content that we want to share with the world, promote it via social media. Get your evangelists to love it and your words will spread like wildfire. Your social media efforts do not have to be so hard. If your team is working together, the content will spread to the right consumers with relative ease.
One of the most important tips to implement today would be to grow social media roots into the strategic marketing plan you have for your client or for your business. When you are strategizing for the future, social media should be ingrained in every step of the process. Set real, measurable goals for your social media channels and map the path to those successes.
You may be able to measure your success in the amount of feedback you get on a new product or service instead of how many likes you get. The more social your company can be, the better your chances are for reaching the broadest targeted audience possible.
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