Why Connecting Social Media and Email Marketing is Key to Unlocking Crucial Information on Individuals and Behaviors
Your ability to collect, analyze, and utilize information on individuals in your audiences and their behaviors across email and all social media channels is critical to best communicating with them and achieving your marketing goals. As I discussed in a recent webinar, Integrated Email and Social Marketing: Tips and Trends, connecting your email and social media marketing is the key to unlocking this ability.
10 Minute Video Overview
CRM/Database and Email Integration is a Great Start
You may know quite a bit about an individual’s demographic information, such as their name, physical address, and email address, as well as their purchase history, particularly if your organization is using a CRM system or database. Similarly, you probably know a lot about an individual’s email behaviors – if they open emails, click links, and convert by following a call-to-action such as registering for an event or purchasing a product. For example, you can connect that Mitch Eisen in your CRM system is the same person as email@example.com, put the demographic and email behavior information together and utilize your knowledge to enhance your marketing activities.
The Missing Link: Social Media Channels
But when it comes to social media, even though you may know that Mitchell Eisen on Facebook, @mitcheisen on Twitter, and Mitchell Eisen on LinkedIn exist and are engaging with your content, you are unable to connect that they are all the same person as Mitch Eisen firstname.lastname@example.org in your CRM system.
Gain a 360 Degree View of Individuals and Behaviors
By integrating email and social media marketing, you’re able to tie it all together and get answers to many crucial questions that can be used to improve your marketing, including:
What type of content does Mitch respond to?
Is Mitch more active on one social network than another?
Does Mitch purchase more from email or via a certain social media channel?
Does Mitch click more in one channel but purchase more from another?
Armed with these answers, you can then strategically use marketing tactics to best engage with individuals within your audiences. For example, if an individual consistently clicks links on Twitter and LinkedIn but purchases via email, you could use Twitter and LinkedIn to first educate them about something upcoming, then later use email to close the deal.
How exactly do you integrate email and social marketing? Stay tuned for my next post which discusses the practical steps of associating your customers’ email and social identifiers.
What questions about individuals in your audiences could integrating email and social provide answers to? If your email and social media are integrated, what insights on your customers, prospects, partners or other audiences have your gained? Post a comment and share.