Five Ways to Integrate Email Marketing and Facebook

john-haydon-headshotwebA big welcome to our new guest blogger John Haydon, who advises nonprofits on new media marketing strategy. John is the author of Facebook Marketing for Dummies, a contributor to the Huffington Post and an instructor for MarketingProfs University.

Growing an email list in addition to building a Facebook fan base can sometimes feel overwhelming. Especially if these two endeavors are not well integrated. Note from Nancy: Your messages should be consistent across all channels!

To help make things easier, following are five ways you can integrate your organization’s email list with social media.

1. Add an email option form to your Facebook Page
As you deepen your relationships with your Facebook fans, acquiring emails from your most engaged fans is a natural next step.

If you’re using an email service provider, like Emma or Mailchimp, create a web sign-up form and add it to a custom tab (step-by-step instructions here).

Make sure you create a new list so that you can easily identify identify where these subscribers came from, and make sure you give them a a very good reason for joining your email list.

2. Make messaging the same
Many times your email messaging and your Facebook content has different messaging, which can confuse people. When your email messaging supports your Facebook messaging (and vice versa), the results from both channels will be bigger.

3. Make the content different
A question your subscribers ask is, “Why should I become a Facebook fan when I already subscribe to the email list?”

Make sure you create different content for each channel. For example, use email to share insider stories around outcomes and Facebook to share photos and videos from those stories.

4. Consistently cross promote each channel
Let’s stay with the previous example of using email for deeper stories and Facebook for photos about those stories.

5. Target Facebook Page updates to specific list segments
Facebook ads now allow you to target your offline supporters and donors among Facebook users.. This allows you to touch people via their inbox and their newsfeed, essentially reinforcing both messages.

How do you integrate Email with Facebook? Please share here.

P.S. Get more in-depth guidance, case studies, templates and tools for nonprofit marketing success in the twice-monthly Getting Attention e-update. Subscribe today.

Guest Blogger on February 5, 2013 in Social Media | 0 comments
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