Social media and search engine optimization (SEO) are two vital building blocks for any successful online marketing plan. But have you ever wondered what role an email marketing strategy can play in strengthening your social media and SEO efforts?
With content as the cornerstone of your marketing strategy, email marketing can help you create and distribute content to reach your target audiences and draw them into your social networks.
That said, it is virtually impossible for a marketing channel to exist in isolation today. Email marketing helps to bridge the gap, working in tandem with other channels and providing an effective way to reach and engage customers.
Let’s explore this further by understanding how email marketing can support your social media and SEO efforts.
1. Utilize Automated Sequences to Generate Traffic
Emails come with the added benefit of automation. You can set up automated sequences to send emails at predetermined times, allowing your message to reach the right people most likely interested in your content.
For example, you can use an automated sequence to send emails to new subscribers, showcasing your most recent Instagram posts to increase your reach on the platform.
This also indicates to Google that your content is engaging and essential, and that visitors can find what they are looking for. Thus, it will become easier for your content to appear in Google’s search results.
2. Craft Engaging CTAs
You need to create compelling calls to action (CTAs) to convert customers into leads. Adding CTAs in meaningful spots, such as the footer of your email or within a blog post, can draw attention and encourage readers to click through.
You can also suggest that subscribers forward your content to their circles; this will help expand your reach and bring even more people to your site.
Crafting an effective CTA is easy, but it requires thought and planning. Put yourself in the shoes of a reader and ask what would be most compelling for them.
For example, if it’s a blog post about the best practices for LinkedIn marketing, your CTA could be something along the lines of “Follow us on LinkedIn and stay up-to-date with the latest trends.”
3. Leverage the Power of Email Segmentation
Personalized content is the holy grail of marketing in a world of digital overload. Segmenting your email list based on subscribers’ interests and behaviors helps you craft customized emails that give a tailored experience to each user.
It also helps build relationships and encourages customers to return for more. In fact, segmented campaigns are accompanied by a 760% increase in revenue and a 100.95% boost in overall clicks compared to non-segmented campaigns.
For SEO, this translates to higher click-through rates (CTRs) and lower bounce rates, which are necessary signals to Google that your content is relevant, engaging, and valuable to the audience. In addition, this improves your SEO rankings, as Google wants to ensure that users are presented with content most likely to meet their needs.
4. Boost Local SEO With Reviews
A whopping 98% of online shoppers today read reviews before shopping from local businesses. Reviews are also critical in local SEO, as they influence consumer decisions and help businesses gain visibility in the SERPs.
You can use email marketing to solicit customer reviews and encourage them to leave feedback for your products or services on local Google listings. This will help boost your search engine rankings and build trust and credibility in the eyes of potential customers.
By using targeted CTAs, you can also ask customers to leave reviews on third-party websites in a way that builds you a competitive edge and gets you noticed.
5. Improve On-Site Engagement
One of the key benefits of bringing targeted traffic via emails to your website is that it helps improve the on-page time and decrease exit and bounce rates. Why? Simply because the content is tailored to meet their needs.
And this rakes in a ton of benefits.
For starters, the longer a visitor actually spends on your website, the more likely they are to convert. Additionally, longer on-page time is a strong SEO signal that tells Google that the content presented is engaging and valuable.
To ensure that visitors stay on the page and don’t leave too soon, you should ensure that content is organized to encourage scrolling and reading. Also, adding visuals like images, videos, or infographics can help keep readers engaged for longer.
6. Make Your Content Strategy More Targeted
Email marketing is a great way to determine what content customers like and dislike. Effective email A/B testing can reveal that certain subject lines outperform others. You can use them to craft more effective titles and headlines for blog posts. Understanding the best-performing CTAs in your emails can pave the way for more targeted and compelling social media calls to action.
You can also use email campaigns to gain valuable insights about other key customer metrics such as their geographical locations, age groups, gender, mobile devices used, email platforms engaged, and more. This helps you refine your content strategy and make it more focused on the needs of your readers instead of shooting in the dark and hoping for the best.
7. Repurpose Successful Email Campaigns Into Website Content
Successful email campaigns, especially those that have yielded promising results in terms of open rates, click-throughs, and conversions, can be the source of great insights.
Repurposing such content into website content is a great way to reach more people and boost your SEO. For instance, a successful email newsletter can be broken down into smaller sections and turned into blog posts or web pages that rank organically.
Here are the typical steps to follow to bring this strategy to life:
- Identify high-performing emails. Start by analyzing your email metrics and identifying which emails have been the most successful regarding open/click-through rates or conversions.
- Repurpose and optimize. Take the best-performing elements of those emails (such as the layout, tone, writing style, and visuals) and repurpose them into relevant web pages or blog posts. Be sure to tweak the content and adapt it for your website.
- Measure performance on the website. Once the new web page is live, track its performance via web analytics tools to measure visitor engagement with KPIs such as page views, time on page, and bounce rate.
8. Target Younger Demographics More Efficiently
There is no denying that email still converts better than social media and brings in more ROI. But social media has no comparison when it comes to increasing brand reach and visibility. This is especially true if you’re targeting younger millennial demographics who are more likely to engage with brands on platforms such as Instagram, Snapchat, and TikTok.
The good news is that you can combine the two by using email to reach out to a younger audience and direct them to your social media accounts for more organic engagement.
For instance, you can:
- Send emails that include a call-to-action to follow your brand on major social media platforms.
- Include links or embeds of your social media posts in emails to entice readers with visuals and get them to click through.
- Organize contests and giveaways exclusive to your email list that further direct people to your social media handles.
9. Share a Weekly Email Round-Up of Best Performing Posts & Reviews
If you want to optimize your social media content and email marketing strategies, looking at what people say about your brand online can help. Dive into direct messages, comments, and reviews to choose the most genuine and complimentary ones. These unsponsored posts or recommendations assure customers of trust in your brand and can help set you apart from competitors.
Furthermore, keep your mailing list engaged and inform them of the latest news from your brand by sending out a weekly summary that includes the top three to five posts from your social media.
Consider scheduling bi-monthly digests to recap key aspects of your products, services, and promotions to stand out. Want to boost conversions even more? Offer subscribers an exclusive voucher or code that can be used for discounts on purchases – this will encourage even more engagement with old content when you link back to the post!
This strategy works because it:
- Keeps your brand at the forefront of customers’ minds by consistently updating them with content.
- Encourages more interaction and feedback from customers.
- Maximizes the reach of your best content in terms of visibility and conversions.
Increases customer loyalty (perhaps the best benefit of all!). People receiving your weekly round-ups and exclusive offers will be more likely to stay engaged with your brand and become loyal customers.
10. Turn Best Performing Emails Into Infographics
A characteristic feature of infographics is that they are highly shareable. For example, if you have a high-performing email that contains excellent content such as graphs, statistics, and bite-sized insights, it would be even more potent as an infographic. These can be easily shared across social media handles and embedded on your website.
To create an infographic from an email, start with the following:
- Identify key points and insights from the message that you want to highlight.
- Create a visually appealing graphic with charts, graphs, and colorful illustrations that combine the different elements (using an infographic creation tool like Canva or your own in-house designer).
Infographics help simplify complex information, making it more accessible for viewers.
When promoting your infographic on social media, include the email’s URL in the post so that viewers can refer back to it for more details. In addition, it helps increase website traffic and leads, as viewers are more likely to end up on your website if they’re curious about the content.
11. Deploy a Multi-Channel Remarketing Campaign
This involves targeting people who have already engaged well with your email campaigns by sending out follow-up messages across social media channels such as Twitter, LinkedIn, and Facebook.
To do this effectively, you need to:
- Identify which social media channels your audiences are most active on.
- Create tailor-made content for each channel and ensure it’s aligned with the initial message from your email campaign.
- Use analytics tools to measure the success of your multi-channel remarketing campaigns.
Here’s how it usually works. First, you can add a tracking code to your website to monitor visitor behavior and actions. Then, when an existing email subscriber visits your website, the tracking code attaches a third-party cookie that can recognize their browser and remember it for future visits. This enables you to track which social media channels they visit, regardless of their devices.
When done correctly, this will allow you to pinpoint where your social media ads should be seen when the visitor’s cookie is detected while they’re surfing the web.
12. Understand & Nail Marketing Consistency
Integrating email marketing with social media and SEO makes sense. ROI Revolution’s 2023 State of Digital Marketing Survey revealed that marketers are primed to increase their marketing budgets by 34.7% in paid social media, 33.7% in email marketing, and 32.6% in SEO this year. This is a significant indication that digital marketers are looking to double down on the tried-and-tested strategies that have already proven successful for them in these channels.
And, of course, it only works if all your marketing efforts are aligned across channels so that ROI is maximized. This is where marketing consistency comes in.
Marketing consistency is vital to any successful marketing strategy. It ensures that your message is communicated clearly across all channels and platforms and that your branding remains consistent.
Here’s what you can do to ensure you nail marketing consistency:
- Schedule like a pro. Start by creating a content calendar that outlines the types of content, topics, and messaging to cover each week across channels. This helps you stay organized, plan ahead, and ensure that all your messaging is aligned.
- Keep close track. Make sure to track the performance of each post across channels and adjust your content calendar accordingly.
- Integrate key data sets. Integrate email marketing and social media data to form a more detailed snapshot of your audience. This helps you craft more targeted campaigns tailored to the right audience.
- Overarching objectives. Ensure all marketing efforts align with overall company objectives and goals. This will help ensure that all efforts are aimed towards a common goal and make the most sense in the grand scheme of things.
- Repurpose content. Repurpose content from one channel to another. For example, if you wrote a blog post that gathered a lot of views and resonated well with readers, use it to create social media posts or emails. This ensures you get the most out of marketing assets that are already working well.
By understanding and nailing marketing consistency, you’ll be able to create an integrated online presence that connects with your audience on a deeper level.
13. Create a Sense of Community
A robust and engaged community of fans and followers will keep your customers returning for more.
Creating a sense of community can help you build relationships with your audience and keep them hooked to your content. And contrary to popular belief, it does not have to be restricted to a single channel. In fact, you can use an amalgamation of email marketing, social media, and SEO website content to create a sense of community that spans multiple channels.
Here are some ideas on how to get started:
- Engage with followers. Kickstart conversations on social media. The easiest way to do this is to reply to comments or ask questions. This will help people feel heard and like their concerns are valued.
- Host events and contests. Use your social media channels to host online events or contests. This will help create a sense of excitement and, if done right, can result in significant traffic to your website and email lists.
- Share stories. Leverage the power of storytelling to connect with your audience on an emotional level. Curate and share stories that resonate with them while allowing them to get to know your brand better.
- Show appreciation. Don’t forget to show your audience appreciation for their support. A simple thank you or a shout-out can go a long way in building relationships with them that are way beyond the transactional nature.
- Make the most of cookies. Cookies can help you take your marketing efforts a step further. Invest in tools that enable you to collect and analyze cookie data from multiple channels and use them to craft tailored, targeted campaigns.
- Deploy a rewards program. Create a rewards program that incentivizes people to keep coming back and engaging with your content. This will help create a loyal fan base without depending on external sources.
By creating an engaged community of fans and followers, you will be able to build relationships and foster customer loyalty. This drives more conversions and benefits your bottom line.
Tying It All Together: Email Marketing Strategy to Boost Social Media & SEO
Creating a successful marketing strategy requires careful planning and consistent execution. Only then can you establish an integrated online presence that resonates with your audience and drives more sales.
And it makes perfect sense to invest in the right tools and resources to help you get the most out of your campaigns. This can include everything from audience research and data analysis to automation and A/B testing.
Consistency is essential for achieving long-term success, so keep it in mind and leverage it to your advantage. With the right plan, you can maximize your marketing efforts and achieve success like never before.
Your business deserves a digital marketing strategy that will hit your customers wherever they are, at all stages of the funnel. Email marketing is a crucial piece of that puzzle.
InboxArmy is an email agency that develops and executes targeted email marketing strategies with best-in-class service and high-quality production. As a trusted ROI Revolution partner, InboxArmy and ROI Revolution work together to help brands achieve their goals through full-funnel and multichannel strategies. If your business is interested in partnering with InboxArmy for your email marketing strategy, send a message to the team today.
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- InboxArmy, Email A/B Testing: Must-know Basics!
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- ROI Revolution, 2023 State of Digital Marketing Survey.