While business-to-business email marketing is among the most powerful tools for lead retention and nurturing, it's important to ensure you're leveraging it effectively with other elements of your multichannel marketing strategy. While tons of business-to-consumer brands have capitalized on Facebook, Twitter and other social platforms to reach their target audiences, B2Bs are increasingly finding that these sites and others like LinkedIn are crucial gateways to forming stronger relationships with their prospects and clients.
The key benefits of integrating email and social media into B2B Marketing
In addition to increasing brand visibility and awareness, social media allows businesses to spread the word about new products and services, start virtual conversations and position themselves as thought leaders. Additionally, social media has become a great way to respond to customer questions and give their brand a more personal voice. Integrated effectively with B2B email marketing software, social media activity can go a long way in turning prospects into loyal customers.
However, simply having a social presence doesn't make you the digital marketing king of your industry. It requires a lot of strategy, as well as the right tools, like marketing automation software. And while businesses have realized the potential social outlets provide, many are still grappling to find the best ways to use them.
B2Bs tout the power of social media
According to eMarketer, B2Bs are enthusiastically jumping on the social media bandwagon, and many are striving to find the most effective ways to leverage the outlet in ways that lead somewhat directly to increased sales.
Citing findings from BtoB Magazine, eMarketer stated integration of social media marketing among B2B brand marketers has increased in recent years. Between 2012 and 2014, the portion of marketers stating they're very involved in social media is expected to increase from 26 to 37 percent. Additionally, the rate of these professionals saying they've fully integrated social will rise from 6 to 10 percent.
Social media is an essential driver of B2B marketing success
"Social media marketing is no longer a nice to have – it's a must have," Mark Yolton, senior vice president of digital, social and communities at business software provider SAP, told eMarketer. "Our customers expect it. Our competitors are all doing it. And unless we embrace and excel at social media marketing integrated into the full marketing mix, we'll be at a competitive disadvantage."
While email marketing and search engine optimization are crucial to keeping leads interested in a brand, social media can help reel them in.
Reporting on separate findings from Social Media Examiner, eMarketer said a majority of small and midsized businesses surveyed said social media marketing increases brand exposure. Other benefits cited by SMBs included:
- Increased traffic – cited by 75 percent
- Access to marketplace insight – 69 percent
- Ability to develop loyal fans – 65 percent
- Lead generation – 61 percent
- Improved search rankings – 58 percent
- Better business partnerships – 54 percent
- Reduced marketing expenses – 47 percent
- Improved sales – 43 percent
Integration is key
While these findings suggest social media marketing is practically a godsend for businesses, organizations report having difficult tracking leads collected via networking sites. Integrating social media and email marketing can not only help ensure you're effectively turning leads into sales, but also determine who your key influences are, Social Media Examiner explained.
The source noted other benefits of integration include contact list growth and extended email reach. In addition, capitalizing on social media and email together means you're giving your prospects and clients multiple ways to connect with your brand, allowing them to choose the ones they like best.
5 tips on integrating social media and email marketing
If you're serious about aligning your social media and email marketing goals, consider the following tips:
1. Use social icons and encourage sharing
If you aren't already including links to social media pages in your emails, then you're missing out. First off, include social networking icons linked to your profiles throughout your drip marketing campaigns. Social Media Examiner suggests just having these icons isn't enough though – you have to encourage email recipients to visit your brand's Facebook, Twitter and/or LinkedIn pages with enticing copy and graphics.
2. Standardize your brand personality but capitalize on each platform
In all your marketing endeavors, it's crucial that your brand's personality comes off the same. This requires establishing profiles that provide equally complete information about your business and maintaining an identifiable voice. However, remember your content marketing strategy should embrace the unique features of each platform you work on. For example, Facebook is highly interactive, and your posts should encourage comments and sharing. Meanwhile, aim for short, powerful phrases on Twitter and include links to your website.
3. Use drip marketing software to lead users to social media
Running out of original stuff to fill your content marketing calendar? Consider making Twitter or Facebook the theme of your email campaign, Social Media Examiner suggests. This will allow you to introduce your social presence and boast the value of following your brand on the particular network.
4. What's in it for users?
Speaking of value, it's essential that you give email contacts a reason to check out your social media pages. You have to promise something to encourage leads to sign up for your emails, right? Well, the same goes for getting them involved in your social networking activity. Consider running a contest and offering a discount or free add-on to your products or services as possible prize for liking your Facebook page or following you on Twitter.
Meanwhile, the same goes when you're getting social media followers to subscribe for your emails. Hook readers with tweets and posts about your newsletters, research, case studies and other content. Direct leads to your site, where you can ask them to opt in to receive emails in exchange for access to the content they're looking for .
5. Strive for consistently high quality
Social media and email marketing integration isn't a one-time thing. You have to maintain alignment between the two by keeping it a priority in your content marketing calendar and frequently measuring success to determine whether your strategy is providing the results you want.
Conclusion: Harmonizing Your Channels for Maximum ROI
Bridging the gap between email marketing and social media isn’t just a smart strategy anymore, it’s a necessity for B2B brands looking to secure a competitive edge.
While the benefits of a multichannel approach (from explosive list growth to deeper prospect relationships) are clear, executing it flawlessly requires more than just a solid content calendar.
It demands a powerful, intuitive platform that seamlessly automates your messaging, tracks your leads, and takes the heavy lifting out of your drip campaigns.
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