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Work Smarter: Email and Social Media

Email is dead. Long live social media! WRONG.

According to Forbes, email still is the most effective, best bang-for-your-buck marketing channel for entrepreneurs. But ignoring social channels and concentrating on email means you are ignoring customers who either haven’t found you (yet) or simply don’t like or don’t use email.

It’s easy to think of social media and email as being separate buckets of leads and customers. They all run on different platforms and have different relationships with you and your business.

But that “separate bucket” thinking is probably costing you sales.

Here are six work-smarter ways you can create a “single bucket” marketing plan.

1. Cross promote everywhere


Your emails should include not only links to your social accounts, but incentives for being part of your social ecosystem.

The best way to do this?

Have something special that is ONLY available on that social channel. For example, your Pinterest page may have patterns or recipes or business building content that is only posted there. Your Facebook page may be the only place where you do live chats. Maybe you steer your customer service to Twitter. Give your users a compelling reason to visit your social platform – and tell them why don’t make them figure it out.


Your social accounts should take advantage of any tools that are specialized to the platform. Live chats on Facebook and Snap. Deep business info on LinkedIn. Visuals on Pinterest. Immediacy of Twitter. Incentivize your social members to sign up for your email.

The best way to do this?

Have something special that is only available via email. Email-only coupons or discounts. Access to exclusive content. A deep-dive newsletter.


Enable Share With Your Network wherever you can. Incentivize this with a shared discount or coupon or some freebie that is only available when shared.

2. Export/Import

You can import/export from email to social and from social to email – but there are often limits. the information is not always consistent from one platform to the next and what you can do with it once you import it (especially from email to social) is often limited.

The one thing you definitely want to take advantage of is email to Facebook and Pinterest if you do any FB or Pinterest advertising.


Social platforms don’t make it easy to export their users to add to your email list. There are a few paid apps that will let you export some – but not all – platforms.

Facebook used to make it fairly easy to export, but they shut down that API a couple of years ago. While there are work arounds, it is neither fast nor simple.

LinkedIn‘s export is straightforward. You might get a little weirdness with special characters and character-based languages, but for most of us, the process is pretty simple.

Pinterest. At this time, it appears that you can only export your Pins and not your users.

Twitter export requires a third-party app – many of them are freemium. Here are instructions and here is a work around using Google Sheets and an app

Instagram export requires a third-party app or a work around.


This is where things get interesting – especially with if you advertise on social.

Facebook If you have a FB page and use FB ads, you’re about to save yourself time, money, and be able to more precisely deliver ads.You can import a CSV file into FB Ad manager, create a custom audience, and use this list to retarget (read: buy cheaper) your audience.

LinkedIn lets you add your email contacts and then reach out to this list to add them to your network.

Pinterest Like Facebook, Pinterest also lets you add a custom audience for retargeting.

Twitter has a “find friends” app that lets you upload your contacts.

Instagram Again, if you are advertising on Instagram, you can create a custom audience.

3. Custom Landing Pages for each social platform

Create a custom landing page for each social platform. Make it look and feel like the platform with colors, graphics, and text that not only reflect your part of the platform, but the platform as a whole.

Each of the platforms has a way to connect your website. Create a custom tab, button, or link and send the users to a landing page. Entice them to give you their email address with a platform-specific upgrade or freebie.

For example, you may have a private FB group or a cheat sheet for how to use FB ads, a checklist for how to get followers on Pinterest, photo tips for Instagram, or tips to maximize Twitter reach.

Remember: the job of the landing page is to get subscribers. Keep it simple, compelling, and uncluttered. Sending them to your home page is a waste of a good opportunity.

4. Tag, segregate, create separate lists

With your audience spread across multiple channels, it’s important to track where they came from and WHY they showed up.

Every time someone gives you their email list, you need to add a tag or add them to a separate email list so that you can understand that user. You may have one user who has downloaded several pieces from you and has visited more than one social channel.

Pay attention to this so you can deliver information that will not only keep them interested, but move them closer to buying what you are selling.

You can tag through Google Analytics and through email autoresponders such as Mailchimp,  Aweber, Benchmark, and most others.Marketing apps that blend autoresponders with more sophisticated tools, such as Get Response and Infusionsoft, give you even more capabilities to slice and dice your list.

5. Make your emails irresistible

Getting your social platform users over to your email list should be one of your prime objectives. You don’t own or control the social platforms. At any time, a change in policy could make it harder or impossible to market directly to your followers.

Make your email community vibrant by offering exactly what your users want – even if that means creating separate emails. In theory, they may all be at least peripherally interested in your broad topic, but creating – and delivering – targeted content means building a more loyal following. That’s where creating that segmented list (#4) comes into play.

Deliver, deliver, and then deliver some more.

6. Diversify your content

Don’t just deliver one type of content to your users – but do it smartly.

Here is one way to get a video, podcast, blog post, social posts, and tweets all from the same content – and it will only take a couple of hours.

  • Record a Facebook Live event and download the video.
  • Post the video on your YouTube channel
  • Strip the audio out of the video using Audacity, a free audio editor.
  • Using Audacity, add a short introduction (intro) and finish (outro) to the audio and upload it to a podcasting service.
  • Use a speech to text app such as IBM Bluemix (free for 30 days, and then you pay for usage – but most small businesses will continue on the free tier) and convert the audio to text.
  • Edit the text into a blog post
  • Edit 8-10 quotes out of the text and create Tweets
  • Take 1-2 quotes and create Pins for your Pinterest page and link them back to your blog post.
  • Post summaries of the blog posts on LinkedIn and Facebook and link back to the full article on your blog. Bonus points if you funnel the users through a landing page and collect their email along the way!

There you go: Social, video, podcast, blog post, Tweets – all from a single video.

Cross-promote the content. Podcast listeners should know about the video and the blog post. Blog post readers should be invited to your YouTube channel and podcast.


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