Cross-promotion is about expanding the marketing reach of your product or service. It’s like a train line extending to various train networks. And every business on the globe should be investing in it.
But you need to know how to do it right. Our guide will show you how to effectively cross-promote your social media profiles and email marketing so your content and brand engage as many people as possible.
A Quick Note on Social Media and Email Marketing
In the digital age, social media and email marketing are vital to your business. Both are necessary forms of marketing for gaining new prospects and even retaining them.
Content marketing experts have tested these two forms of marketing, and time and time again, they have borne impressive results for businesses (when done right, of course). To do them right:
- Identify your target audience (demographics and psychographics)
- Understand what your audience’s pain points are
- Address your audience’s needs, not yours
- Follow up on their comments/questions/concerns
- Actively engage with them
- Create content consistently that adds value to them
- Win their trust and loyalty with your brand’s values and content production
The ABCs of Cross Promoting
Below we give you some highly strategic ways to successfully cross-promote your social media with your email marketing. You’ll see that when done right, you will get a high ROI.
1. Don’t Cross-Post
Please keep in mind that cross-promotion doesn’t mean cross-posting. The latter is publishing content on all your social media platforms simultaneously. Many businesses do this with their social media management systems like Hootsuite and Buffer to publish content simultaneously. But putting out the same post across multiple channels isn’t an effective strategy. It doesn’t take into account the specifics of each social media platform.
Remember, each social media platform caters to a different audience. When you put out the same post across all of your social media platforms, you can come across as lazy and even insincere as a brand. So, practice posting that:
- Takes extra time to tailor your message, so it’s relevant to each particular audience on the different social platforms
- Ensures your brand’s message and personality is consistent across all platforms
- Repurposes content from either your social media channels or other mediums—for instance, turning a blog post into a social media post
- Stays on top of changes happening on social media platforms, informing your audience, if necessary, of these changes
- Keeps a content schedule to be consistent across all your social media channels; consistency is the key to success on social media
2. Invest in User-Generated Content
This is one of the best—if not best—ways to bring your social media marketing and email marketing strategies together. When it comes to getting new prospects, having user-generated content on your social media and your email marketing will do wonders for your brand.
Consumers crave social proof, and they will choose a product or service based on the reviews and testimonials of fellow consumers. Some best practices are:
- Get customer reviews and testimonials on your social media channels.
- Ensure these reviews and testimonials actually show the value you give and are not just about what a nice person you are or how great your brand is.
- Share these with your email subscriber’s list to help promote your brand.
- People don’t like being sold to, so don’t sound “salesy” in your messaging. Brands need to be subtle and creative when getting their message across.
3. Sync Your Social Channels and Email Calendars
To cross-promote your social channels with your email marketing in a way that saves time and resources, you should sync your email marketing calendar with your social media calendar. Often these are separate, and so much time is wasted going back and forth.
Sometimes teams end up doing the same work twice simply because they aren’t aware of what the other team is doing. Avoid this at all costs. Best practices are:
- Integrate both your social media and email marketing calendars, so they work side by side.
- For large companies, ensure that all teams are on the same page and are aware of each other’s campaigns.
- Use a calendar tool to help with planning—like Trello, Asana, or Monday.com
4. Promote Your Social Channels in Emails
Your email marketing can help increase consumer engagement on social media by reminding your subscribers that your brand is active on social media. It not only helps increase engagement on social media but also gives subscribers value and can help keep them even more connected to your brand.
Best practices are:
- Encourage your subscribers to sign up in a fun and interactive way.
- Remember to get your message across without sounding “salesy.”
- Consider running a contest or promotion for your audience when they follow your brand on social media.
- Focus on one social network at a time to make it easier for subscribers to decide what action to take, such as following your brand on Facebook.
5. Promote Your Emails on Social Channels
Just like you can promote your social channels in emails, you can promote your email marketing on your social media. A great way to do this is to encourage your social media followers to sign up for your mailing list.
One of the most effective ways to do this is through Twitter Cards, which allow subscribers to sign up for an email list without leaving the social media platform. Other best practices are:
- Add a subscribe form to your Facebook page.
- Encourage subscribers to join your email list by offering them incentives.
- Set up exclusive offers and giveaways for joining.
- Create engaging content on your social channels—video, written, infographics, etc.
6. Upload Your Subscriber Lists to Social Networks
Upload your subscriber lists to Facebook, LinkedIn, Twitter, and other social media channels. It’s a fantastic way of integrating your email and social media marketing strategies. Through uploading your subscriber lists, you get better insights into your customers.
You’ll know what they are listening to, what interests them, what they are sharing, and even what trends they are following. Having this information helps you understand your subscribers better, so you craft better emails and make more targeted social media posts.
Best practices are:
- Use these uploaded subscriber lists to follow subscribers on social media.
- Run promoted social media campaigns to customers who are already interested in your brand.
- Create a customer list. Facebook’s custom audience feature is particularly good for this and is used as a tool to increase brand success using paid reach.
7. Retarget Ads on Relevant Platforms to Interested Email Subscribers
Let’s be honest: ads are expensive. So you want to be targeted about where you spend your money. For instance, cost per click is much cheaper on Facebook and Twitter compared to LinkedIn. But LinkedIn is generally the better platform for B2B.
The main thing is knowing exactly where your target audience is. When you know this, you can retarget people who are already interested (your email subscribers) in what you have to offer. This leads to better conversion rates and brand loyalty. It eliminates having to send out irrelevant ads that waste your money and time.
Best practices are:
- Set up a retargeting campaign for interested email subscribers. You’ll need to install a tracking code on your website.
- If you send an email to subscribers that leads to your site, you can then target ads to just the people who clicked to that page.
- Build a specific segment of your audience even faster by using Rebrandly URL shortener.
- Retarget people interested in your social media content but haven’t yet visited your website with URL shorteners.
So, there you have it—the how-to for cross-promoting your social channels and your email marketing effectively. To learn more about digital content marketing, book time with us today so that we can take your marketing strategy to the next level.