So you have a B2B social media strategy and you also have a working email account. But have you fully integrated email into your social media strategy? If you do this right, they should complement each other and thus increase the number of your email subscribers and social media followers. Engaging with your audience in more than one way generates leads for your company, which is one of your main goals.

There are several ways to integrate email into your social media strategy. The most obvious way to do this is by adding sharing options to emails sent to your subscribers. These links should allow your subscribers to share content by clicking on the Facebook and Twitter icons in the emails (using multiple social networks is recommended). This works well for emails announcing product launches, events, and contests or competitions. Keep in mind that when subscribers choose to share content, their followers are more likely to trust it and click for more information. According to GetResponse, click-through rates increase 55% when adding three or more social sharing options in your email messages.

However, it’s also important to add links so people can ‘follow’ you on social networks: this should be a basic element of every email. This method optimizes your social media presence. The tactic works both ways: you could promote the email newsletters on Facebook, for example. In my opinion, you can complete this approach by rewarding your audience for sharing your content. Add a “Share This and Win a Prize!” and watch the number of shares grow.

The information provided on your social networks doesn’t always have to be the same as the information in your email messages. Research by MarketingSherpa and Wilton (a bakery specialist) has found that subscribers to your email list are more interested in “how-to” content because they are already familiar with the brand and generally have used your product or service before. Wilton’s followers on Facebook seemed to be more interested in new product announcements, because they don’t know the brand as well as the email subscribers. Depending on your brand and products, you can apply this knowledge to developing your social media strategy.

Although you can provide different types of information to both audiences, when you’re starting a campaign, you should stick to one theme that is consistently visible during the campaign period. Don’t overdo it by only mentioning the campaign, add related content as well (such as news updates). I believe that subscribers and followers will feel less overloaded with the campaign promotion when you add related content, which can also include asking for opinions. You can provide links to surveys or polls on your social networks and make decisions based on the results.

I think you should really take advantage of all the possibilities that this integrated strategy offers you to get the best of both options.

If you have any questions or comments, feel free to let me know.