Organizations of any size can build silos between departments, management & front line staff and even within teams that have a common goal. This is especially true within modern marketing teams, as marketers now sit at the intersection between IT, sales, and innovation/product management in many organizations.
To truly integrate an organization’s email and social media efforts these silos must be torn down. All team members must be working towards an overall common directive. This mission will influence their day-to-day activities in order to achieve that overarching goal.
Want to know if your team has silos? Ask team members individually what the marketing team’s mission is… if you get wildly diverging answers, then you have a problem. If you want tips on breaking down silos, this Fast Company article is a great place to start.
Sync Content Calendars
“There are no uninteresting things, only uninterested people.” ― G.K. Chesterton
This is a simple tip but it’s one that a great number of organizations avoid due to the sheer dullness of entering everything into a calendaring system. Once content, promotions, events, and other marketing activities can be visually seen together, a marketing team can make decisions to better coordinate their disparate programs. For instance, if the social media manager can see when email promotions are scheduled, they can better coordinate their tweets and other social outreach for maximum impact.
Use Each Channel for Its Strength
You wouldn’t email your entire contact list with an image of the amazing pizza you had last night – thats what Instagram is for! Each channel has specific strengths and weaknesses for marketing efforts. Email is the king of obtaining conversions, but social rules for brand awareness. Don’t waste effort trying to turn your social channels into promos for your product or event – use it to build your community, entertain your customers/prospects and build your brand identity.
This is Nina Cat!
She looks cuter than Michael so she’ll be filling in for his photo.