Social Media is a great way to increase traffic to your web site. Of
course beyond increasing traffic the ideas is to increase profit or
revenue in one way or the other. However, email marketing is also a very,
VERY important way to do so as well. We’ve been learning quite a bit
about this from Wendy Lowe and Melanie Attia of email marketing company
Campaigner in our webinars.
However, as I look at how businesses, especially smaller businesses
are using social media and email marketing, these are separate and not
integrated functions. Thanks to tools like TweetDeck and Dlvr.it (also check out Guy Kawasaki’s tools) many social media posts are integrated using one platform.
Unfortunately email marketing has not seamlessly connected to social
media. When you send an email newsletter, there’s no automated way to
integrate that email newsletter to your social media networks.
As you consider doing MORE to market online, it is absolutely
critical that you strategically consider how you can integrate all of
your online marketing components – email, social media and blogs.
One way, as many of you are already doing is to ensure that you
point to your social media networks within your email newsletter.
Another way is to ensure that you point to your email newsletter sign up page in your social media posts.
Social media will never replace email marketing but you must combine the two, in some ways at least, to maximize the value of these powerful mediums.
Constant Contact recently bought social media company NutShell
and I expect that other email marketing companies, such as Vertical
Response and Campaigner will do more (such as adding more services
through acquisition and internally developed) to help their customers
do more with social media.