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Social Media & Email: Two essential building blocks in your digital marketing foundation

Digital marketing is one of the most cost-effective & far-reaching tools to meet new customers, because that’s where they look for you first.

By thinking about the various tools and tactics that play a role in your digital strategy as building blocks it’s easy to see how they can come together to form a larger foundation. With this in mind, we’ll be introducing you to the building blocks of social media and email marketing, with a brief overview on how they come together to set your business’s marketing strategy up for success.


Social Media

The ‘new kid’ is all grown up

In 2020, 90.4% of millennials, 77.5% of Generation X, and 48.2% of baby boomers are active on social media (Emarketer). Over the years, ‘social’ has progressively gotten stronger and more robust. Not only does it allow you to organically build a following from your loyal audience of customers, but it also provides easy access to paid advertising tools that let you target the customers you’re looking for. With this in mind, it’s important to understand how social media can work for your business and where to get started.

Social media increases your brand recognition

Just as there are plenty of fish in the social media sea, there are also a TON of boats looking to land a big catch. With that in mind, if your ‘hook’ isn’t in the water – the opportunity for customers and potential customers to find, follow, and get to know you can’t exist. For your small business, social media is another hook in the water. But a hook is just a hook. The energy you put into it is your irresistible bait.

Half of consumers follow brands to indicate their loyalty, so a business’s current customer base will also increase awareness and visibility. To put it simply: the more followers you have, the more likely you are to be seen.  Better yet, if you treat your followers as a true community (and not just a source of leads), it will do wonders for the way customers feel about you and your unique brand of customer service.

Social media improves your customer service

Today, followers expect to be able to interact with you through social media – and it’s one of the very best ways to make them customers feel noticed. There’s real power there. Consider, for example, a local restaurant using Facebook to share menu updates. On the most basic level: they’re encouraging customers to follow along for up to date information. But when they then use their page to go a step further to engage customers with contests, polls, or opportunities to come together as a community – loyalty skyrockets. 

By providing engaging content, exclusive offers and genuine responses to feedback like reviews or questions, small businesses in any industry can build loyalty and lasting customer relationships (and don’t forget: it all comes at a very low cost).

Social media is inexpensive

While paid advertising like direct mail, tv spots, and flyers can be very effective. They can also be very expensive. The same can’t be said for social media, which is why 3 of every 4 small businesses polled in 2019 planned on investing more in social media. With social media – establishing a place for your audience to get information, insight, and updates  just takes a little time and creativity. But that’s just the tip of the iceberg.

Where should your business start with social?

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Email Marketing

The original king of of digital marketing

For many years, email marketing has long been considered the ‘king’ of the digital marketing kingdom,  with one of the highest ROI’s available. Considering it’s all but free to send an email, it’s no surprise why. But email marketing today is much different than it was even 5 years ago. The landscape is different, the technology is different, and our entire relationship with our inboxes has evolved. That’s why it can help to have a Marketing Expert in your corner. But first, consider some of the most compelling reasons to double down on email marketing:

Email builds stronger customer relationships

Just like with social media, email is another vehicle to quickly and effectively keep your customers in-the-know. Remember: these days, most people even check their email before getting out of bed. Talk about “top of mind”. 

Email is cheap, fast, and effective

From a cost and time perspective, email marketing is a big winner. Even your cheapest direct mail campaign could be more expensive than your email marketing strategy for the whole year, and the ability to track your results ensures you can improve your approach with every message.

Generate calls, quickly

An email’s ability to successfully reach the right person at the right time, with the right message is pretty amazing. With just a few best practices, your email marketing can quickly open the door to new business.

It starts with your list…

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Social Media  + Email Marketing

Bringing them together

While social media and email marketing can stand entirely on their own, they are still simply two different ways to reach your customers and build a connection.  By putting these two building blocks of your digital marketing strategy together, your marketing foundation grows even stronger. 

For example, how do you grow a list of interested customers to email? That can very easily start with social media. If you think of every email on your list as a potential sale, growing your list is a perfect goal for a social media post (or even a paid promotion). And when those prospective customers see active, personable social media activity as a bit of a preview of what to expect from your business  – they’ll be far more likely to offer you their email.

No matter what your goals are or where you start, bringing the right solutions together could be easier than you think.

Don’t make your digital marketing strategy a house of cards.

The strongest digital marketing foundations are built block by block. And like any strong foundation – each block supports the next.
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