To stand out in today's competitive market, adopting an omnichannel strategy is not just an option; it's a necessity. In an era of social media, email marketing yields an impressive $38 ROI for every $1 spent. Surprisingly, it's not an either-or scenario; 38.5% of consumers look to social media for updates, standing second only to email.

This blog post explores the need for a holistic view of brand outreach, dissecting the integration of social media and email marketing to scale your business. 

The blog will help you sync your brand's language across platforms, ensuring consistency that builds trust. It also guides you in creating an integrated marketing calendar that aligns social media and email outreach efforts, avoiding duplication, leveraging existing resources, and enhancing coordination for seamless execution.

Read more: Multi-Channel vs. Omni-Channel Email Outreach: Understanding the Difference

Why Do Brands Need to Adopt a Holistic View to be Successful?

Email marketing, even in the time of social media outreach, boasts an impressive $38 ROI for every $1 spent. Even more surprising, 38.5% of customers prefer social media as their go-to platform for product and service updates, second only to email.

This proves that omnichannel outreach, including social media and email marketing, are need of the hour. Successful brands have already recognised this integration and created their outreach strategies around them. They understand that consistency is key. Whether a customer reaches out on social media, contacts support, or steps into a physical store, the experience should encompass all these aspects.

The holistic approach towards incorporating social media into email outreach ensures a unified customer journey, a strong brand voice, and seamless communication between the brand and the customers.

To stand out in today's competitive market, embracing the omni-channel strategy is essential. By blending social media and email marketing, businesses can create a unified outreach to boost engagement and drive revenue. 

How Effective is Email Marketing and Social Media Integration? 

While social media is a powerful tool for prospecting, email marketing remains the most profitable lead-generation channel. Studies show that 72% of consumers prefer receiving promotional content through email, compared to only 17% who favor social media. Moreover, the conversion rate for email promotions is 4.24%, while social media is 2.49%. 

Leveraging Social Media for Lead Generation and Retention

Social media's contribution to lead generation and customer retention is undeniable. Social media platforms like Facebook, Instagram, Twitter, and LinkedIn offer vast audiences. However, remember that effective outreach requires finesse. Avoid the pitfall of spamming by engaging with your audience authentically.

The Synergy of Email and Social Media

Combining email marketing with social media outreach creates a powerful multi-channel outreach medium. While email marketing allows you to target a specific audience, social media diversifies and broadens your reach. By integrating both, you can maximise your chances of reaching potential customers who genuinely want to engage with your content. This boosts brand awareness and maintains strong relationships with your audience. 

Strategies to Incorporate Social Media into Your Email Outreach 

No matter your business size, if you fail to create a seamless communication ecosystem for your brand, consider integrating your email marketing and social media efforts. Here’s how you can do it: 

1. Access Your Ground and Create a Unified Language

Before integrating social media into your email outreach strategy, ensuring your brand speaks a unified language across platforms is essential. Here's how to go about it:

• Sync Your Marketing Language: According to a survey, 77% of consumers are likelier to buy from a brand they follow on social media. So, you must ensure that the tone, style, and messaging on social media align seamlessly with your email content. Consistency builds trust. 
• Conduct a Brand Identity Survey: A study by Nielsen Norman Group shows that aligning your brand identity with your audience's perception can lead to a 23% increase in revenue. Conduct a brand identity survey to understand how your audience perceives your brand. This will reveal if your brand's image matches your vision. You can ask your long-standing customers questions or send out survey emails. 
• Collaborate with Your Social Media Team: If you have a separate social media team, meet them to discuss integration. Ask critical questions like: “How are we currently integrating email and social media?” “What goals can be achieved by combining both channels?” and “Are there ideas to leverage social media for email marketing objectives?” “Identify what performs well on social media but not in emails, and vice versa.

Establishing a unified brand voice and aligning your teams' efforts set the stage for a successful social media and email outreach integration. This will enhance customer trust and boost your overall marketing effectiveness.

2. Sync Your Social and Email Marketing Calendar

An integrated marketing calendar that aligns your social media and email outreach efforts can be a game-changer for your business. Here's how it can benefit you:

• Avoid Duplication of Efforts: Teams often end up duplicating tasks without synced calendars. Imagine your social media and email teams planning a campaign for the same date without knowing it. Integrating calendars eliminates this overlap. 
• Leverage Existing Resources: Your social media team might have a holiday calendar full of valuable insights, and similarly, your email marketing team could possess customer data. Both teams can leverage this information when calendars are in sync, making your campaigns more effective.
• Enhance Coordination: Integrated calendars ensure everyone is on the same page. It's like a roadmap that guides both teams, letting them know when campaigns kick off and wind down. This coordination is vital for seamless execution.

Now, let's see how your teams can leverage this synchronization:

Social Team: They can utilise the email calendar to align their social posts with upcoming email campaigns. This creates a consistent message across channels, maximizing impact. 

Email Marketing Team: They can tap into the social media calendar to plan campaigns that sync with trending topics or events. This real-time relevance can boost engagement significantly. To facilitate this integration, consider using popular calendar tools like:

• Project Management Tools: Trello and Asana
• Editorial Calendars: CoSchedule, Percolate, and Kapost
• Digital Platforms: Google Sheets, Google Calendar, Microsoft Excel, or Microsoft Outlook.

3. Add Your Social Buttons in Your Emails

Incorporating social media icons into your email outreach can be a game-changer for your marketing strategy. Here's how to do it effectively:

• Boost Engagement and Connection: Placing social buttons in your emails can significantly increase engagement on platforms like Facebook, Twitter, and Instagram. Emails with social buttons have shown a 158% higher click-through rate than those without.
• Offer Exclusive Perks: Encourage subscribers to follow your social profiles by offering enticing perks. Offer them a chance to win a product of their choice, grant them access to exclusive content, or send them a useful resource (e.g., eBook, case study, etc.). This not only amplifies your social presence but also rewards your loyal subscribers.
• Create Unified Branding: Ensure your social buttons align with your brand's aesthetic. Consistent branding across platforms reinforces brand recognition and trust. Studies reveal that 60% of consumers feel more connected to brands with a cohesive visual identity.
• Streamline Choices: Don't overwhelm your subscribers with a list of social icons. Focus on promoting one or two key platforms where your audience is most active. For example, you can leverage LinkedIn to target B2B prospects. This simplifies the decision-making process and increases the likelihood of them taking action.
• Track Performance: Leverage analytics to monitor the impact of social buttons in your emails. Tools like UTM parameters can provide valuable insights into which channels drive the most traffic and conversions.

4. Upload Your Email List to Social Media Channels

By integrating your email list with social media, you expand your reach and deepen your understanding of your audience, leading to more effective outreach strategies. Thai helps in highly targeted social media outreach. Here’s how you can do it: 

• Multi-Platform Integration: Leverage the power of Facebook, Twitter, LinkedIn, and other platforms by uploading your email subscriber lists.
• Facebook’s Custom Audience: Utilize Facebook’s Custom Audience feature to target your subscribers precisely, enhancing the effectiveness of your paid reach campaigns.
• Enhanced Personalization: This integration humanizes your subscribers, giving you a clearer understanding of their interests and preferences.
• Listen and Engage: Gain insights into what your subscribers discuss, share, and engage with on social media. This valuable information aids in tailoring both your email and social media content.
• Targeted Campaigns: Create hyper-targeted campaigns for subscribers already engaged with your brand, increasing the likelihood of conversion.
• Customer Segmentation: Develop specific customer lists for personalized interactions and content delivery.
• Improved Communication: Placing a face with your email subscribers develops a stronger sense of connection, leading to more meaningful interactions across email and social media.

5. Retarget Ads on Facebook and Twitter to Interested Email Subscribers

Maximizing your advertising budget is key for small businesses. While social media campaigns can be costly, they effectively reach potential customers. To optimize your spending, experiment with different calls to action and subject line techniques through email campaigns to identify high-performing content.

Once you've pinpointed your top-performing content, repurpose it for your social media ads. This not only ensures you're investing in content with a proven track record but also helps maintain a consistent message across platforms.

For even greater precision, consider retargeting interested email subscribers on platforms like Facebook and Twitter. Install a tracking code on your website to identify visitors who've interacted with your emails. By doing this, you can tailor ads specifically to this engaged segment. This strategy not only boosts conversion rates but also reduces the likelihood of bombarding your audience with irrelevant content.

To expedite audience segmentation, use a tool like Rebrandly URL Shortener. It seamlessly integrates retargeting pixels into the links you share on social media, allowing you to reach those interested in your content who still need to visit your site. This approach maximizes the impact of your social media efforts while minimizing unnecessary expenses.

Other Tactics to Unite Your Marketing Efforts

While social media engagement contests, scheduling posts, and leveraging social media email digests are powerful strategies, there are more ways to blend your social media and email outreach efforts seamlessly.

1. Leverage User-Generated Content (UGC)

Encourage your followers to create content related to your brand. User-generated content boosts engagement and provides a valuable source for email campaigns. According to a survey by Stackla, 79% of consumers say UGC highly impacts their purchasing decisions.

Consider running a UGC campaign where participants tag your brand and share their experiences. Then, compile the best submissions into a captivating email showcasing real testimonials and experiences.

2. Employ Retargeting Campaigns

Make use of social media retargeting ads to re-engage users who have visited your website but didn't convert. Platforms like Facebook and Instagram allow you to create custom audiences based on website behavior. A study by AdRoll found that retargeted ads can boost ad response rates by up to 400%.

Sync your email list with your retargeting campaign, ensuring that subscribers receive your emails and encounter your brand on their social media feeds.

3. Conduct Joint Webinars or Live Sessions

Partner with influencers, complementary brands, or industry experts for webinars or live sessions. Promote these events through both email and social media channels.

This cross-channel promotion not only widens your reach but also adds credibility to your brand. According to a report by Content Marketing Institute, 60% of marketers consider webinars an effective content marketing tactic.

4. Utilize Interactive Content

Engage your audience with interactive content like quizzes, polls, and surveys. These elements not only foster engagement on social media but also provide valuable insights about your audience.

Include links in your social media posts directing participants to your email sign-up page. Offer an incentive, such as a discount or exclusive content, to encourage sign-ups.

By adopting these additional strategies, you'll create a powerful synergy between your social media and email outreach efforts, ultimately driving higher engagement and conversion rates. Remember, the key lies in consistent and strategic integration across all channels.

Conclusion 

Successful brands understand the pivotal role of consistency in customer experience across all touchpoints. The integration of social media and email marketing is not just a trend; it creates a multi-faceted approach that not only boosts engagement but also elevates brand loyalty and drives revenue.

The artful blend of social media and email marketing is the key to standing out in the competitive market. It's not just about reaching the audience; it's about engaging them meaningfully, fostering connections, and driving conversions. In a world where consumer preferences evolve rapidly, the holistic view is essential for brands to stay relevant and yield the most out of outbound lead generation.