Integrated Marketing? Social Media
Successful inbound marketing requires a hand in a number of different marketing channels, from blogging , to social media, to email, SEO, PPC, and even live events. But because there are so many different channels at an inbound marketer's disposal, what often happens is a marketing strategy that doesn't call for any integration or cross-channel promotion. Don't keep your marketing contained in individual silos - integrate it!
Individual marketing channels that work in tandem to promote an offer, promotion, or even a full-blown campaign can give you the oomph you need to generate even better results. Here are 8 ways you can give your marketing more leverage with a more integrated approach to the channels you're likely already working with.
1. Email and Social Media
For many marketers, email is one of the most powerful tools in their inbound marketing toolbox. That's because most lead generation efforts collect a very vital communication staple - email addresses. Therefore, marketers' databases are often the most robust asset at their disposal. But did you know there's a way to reach even more potential customers than just your email list? It's all about social media.
Adding social elements to your emails enables you to expand the reach of your email sends beyond just your direct recipients. Be sure you're adding social media sharing buttons (e.g. 'Share on Facebook!' 'Tweet This!' 'Share on LinkedIn' '+1 This!') to every email you send so recipients are encouraged to share your email content with their personal networks. You'll have access to a whole new audience! In addition, use your email to increase your social media following by adding social media follow/subscription buttons (e.g. 'Follow Us on Twitter/Facebook/LinkedIn/Google+!') so you can touch potential customers through social channels, too!
2. Email and Blogging/Social Media/PPC
Treat the new offers you create like mini campaigns that you're launching. You probably spent a good chunk of time writing, editing, and formatting that awesome new ebook . Make sure you get the most out of it! If you've scheduled a dedicated send to your entire database to promote your new ebook, align that promotion with other channels such as your blog, social media accounts, and PPC campaigns.
On the same day that your dedicated email send goes out, consider doing the following: Pull a particularly blog-appropriate excerpt from the ebook and post it on your blog with a call-to-action to download the full ebook. Make sure you're promoting the new offer through your social channels by posting updates with links to the ebook's landing page to Facebook, Twitter, LinkedIn, and Google+. Support your efforts with a pay-per-click campaign featuring the offer. Eliciting the power of multiple channels will equate to greater success (more downloads, and more leads!) for your offer.
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