The ultimate goal of all marketing is to move people from ‘know’, to ‘like’, to ‘trust’ in their relationship with you. But how?
Messages that reasonate, that recognise their pain points, that provide solutions. The more layers of your messages the better. So, if you can connect with people in various ways, reassuring them of the same themes, the higher the chance of getting to the trust part of your relationship and it’s this layering of messaging and content that makes email and social a great match; each can do a slightly different job for your strategy.
Here’s how:
1) Use social and email to talk about your content pillars in a manner that suits the channel; the different angles will all add depth and legitimacy to your overall message
2) Use Social channels to publicise or advertise your email list – grow your database by providing content that people want more of and won’t want to miss; or develop a lead magnet that can be advertised to new audiences to grow your list
3) Use your newsletter to summarise some of your top-performing posts; the engagement rate shows that this is valuable content, so exploit it – make sure anyone who may have missed it sees it, and use it as a method of getting more people to follow you on your social media platforms
4) Lastly, a hygiene factor – but make sure your emails contain your social icons. Where possible all your communications should link together in one harmonious loop.
