Over the past decade or so, we have seen the birth and exponential growth of social media as a primary marketing venue. At the same time, we have seen email slip somewhat as a communication channel among certain groups of individuals such as the Generation Y’ers or Millenials. The one exception to the diminishing use of email is in the online business world where it is still a very popular form of marketing for many internet marketers and online entrepreneurs.
However, rather than allowing email just to fall into the annals of obscurity, we have seen how smart business people have integrated their B2B email marketing endeavors with several social media platforms. We have also seen how the integration of email with social media has made this marketing venue extremely powerful by encouraging consumers to be more engaged with their inboxes. Plus, individuals who use social media are more likely to share the content delivered to their inboxes with their social media groups and networks.
This alone provides you with some extra ammo for your overall marketing campaigns. In order to successfully integrate your B2B email marketing strategy with social media, the following four elements are encouraged:
- Determine who your social media audience is and come up with inventive ways to engage them via email; many social media sites will allow you to view their email addresses
- Develop the right approach where each channel’s content is concerned
- Employ your email to expand your reach and attract more social media followers by adding your social media buttons in your signature
- Always measure your results and monitor the metrics that are used
Additionally, we have taught our current and past clients how developing complementary marketing strategies by integrating email and social media can improve their return on investment or ROI.
Imagine the benefits that you could enjoy by inviting and engaging your different email subscribers through the social media networks that you operate. So why do we feel so strongly about integrating B2B email marketing with social media? First, it helps you to extend your email’s reach into a larger, targeted audience. It enables you to identify your primary supporters so that you can target specific marketing campaigns to them. Finally, this provides you with an opportunity to expand and grow your business.