Brands must get their marketing strategies working together to maximize reach and ROI.

Social media has become the sweetheart of many marketers’ outreach efforts because it fosters direct conversations between companies and customers. However, a recent social media marketing podcast hosted by Michael Stelzner discusses how healthy relationships between social media and email marketing engages prospects and pushes them toward conversion.

Social media content sparks connections

Investments in social media marketing efforts now span industries, with consumer packaged goods brands delivering custom content that’s equally as exciting as posts from entertainment networks

Brafton recently noted that companies must become active on their customers’ preferred networks, especially as major media hubs experience year-over-year membership growth. Fifty-one percent of active social audiences worldwide are on Facebook, while Google+, YouTube and Twitter trail behind.

If marketers’ target audiences aren’t active on the channels with the widest reach (perhaps they have brand advocates on Pinterest who loyally re-Pin product pictures instead of a massive Facebook following), they shouldn’t worry. During the podcast, Stelzner interviews co-author of The Rebel’s Guide to Email Marketing, DJ Waldow, who states that marketers must look at the bigger picture.

Email marketing keeps the conversation going

“You can use social media to grow your community and to get your fans talking about you and engaged and having conversations and building superfans, if you will. But it’s harder to sell in those channels,” Waldow tells Stelzner. “Again, it can be done, but it’s harder to do that. Whereas with email, you can take those loyal followers you have in social networks, bring them over to your email lists … [where you can make a] soft sell … or even on occasion, [a] hard sell.”

Email marketing campaigns work with social media content

Stelzner adds that successful social media strategies are not necessarily based around selling, but rather the creation of great original content that visitors will want to share. Interesting and insightful news content on social networks drives fresh leads to branded websites. Greater site traffic and backlinks are good for SEO, but the win comes when visitors submit their contact information on their own free will to receive regular updates from specific brands.

Brafton previously reported that 80 percent of business professionals use email content to generate half of their sales, while two-thirds assert their email marketing efforts are generating strong ROI. To make the best of both opportunities, marketers need to develop thoughtful campaigns that carry conversations seamlessly from one channel to the next.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.