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

Social Media VS. Email Marketing
Stop what you’re doing and think about what you did last week. Think about how much time you spent on social media, liking, sharing, commenting, posting. If you are a digital marketer then more likely than not, most of your time is spent on social media. Now, think about how little time you spent on your email campaigning. If you spend just as much time email marketing as you do on social media, fabulous! If you don’t, read what I have to say because it may prove to be pretty surprising.

Why social media marketing?
The use of social media has become a must for all businesses over the years and it has been proven to be very effective. Although we may spend a lot of time on social media, it doesn’t mean that it should be pushed aside! Social media is vital to extend and expand a business’s client base and we cannot ignore that. There are many benefits of social media marketing, I will name just a few!

social media vs

Brand recognition is one of the biggest marketing benefits and still proves to have a great effect. Social media is the most cost effective way of making your audience recognise your company. When using social media, you should always come up with something relevant to your company that your fans can use when talking about you for example a hashtag or a slogan. Place your logo all over your social media pages - your social media audience will have you at the back of their mind for when they do need you, from simply seeing your brand across their social media.

One of the best things about using social media for marketing is the snowball effect that it creates. In other words, the more followers you have, the more you gain. Work hard to get a large number of followers/fans and the rest will come in time. Although the snowball effect is brilliant, you will stop gaining fans if you do not keep your platforms updated. If a potential client sees a Facebook page that hasn’t had a post on it for a couple of months, they won’t gain anything from it.

Another advantage that social media marketing has over email marketing is that it is much easier to access a customer’s social media page than it is to access their email address. Many companies have their general email address e.g. ‘enquires@mybusiness.co.uk’ however your email campaigns don’t tend to get very far when you email these types of accounts, they get a much better response when you send them to the actual employee accounts, and these can be hard to access.

Why email marketing?
According to Campaign Monitor, you are 6 times for likely to get a click through to your website from email campaigns than on Twitter. This is a shocking statistic because over the last couple of years social media has become a marketing phenomenon internationally.

In my opinion this statistic is due to the more personal touch of email campaigning. When posting on social media, whoever is reading knows that it isn’t directly aimed at them and so often don’t take much interest. Whereas with an email, it is delivered to you directly and so most people feel obliged to give it a ‘skim’ read. This is where you need to catch their attention. If they get bored reading the email at the beginning, chances are they won’t read on until the end.

Email list segmentation is also a helpful tool for email campaigning. This means you can target your audience more specifically for example if your retail shop is based in Chester, rather than sending your email to your entire email list who could potentially live on the other side of the country, you can segment the list so that it only sends to people based in and around Chester. With social media, your post goes to everyone who follows you, no matter how far or close they are to you.

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Social-Email Hybrid
Many of us cannot deny that we spend a huge chunk of our marketing time on social media, and not enough on email campaigns. The key is to get the balance right between the two without neglecting either one. There are many ways that you can integrate your email campaigns into your social media and your social media into your email campaigns.

One of the ways you can do this is by using email subscription forms on your social media platforms. This is a tool which allows you to create a form for potential customers to enter their details and add themselves to your emailing list. Not only does this mean you will be sending your email campaigns to people who want to read them, it means you don’t have to pester anybody for their email addresses.

If you aren’t keen on an idea like that, why not be a bit more subtle? You can simply add your social media platforms onto your email campaigns with a link. This encourages them to take a look at your social media pages without being too pushy. You can even add these hyperlinks onto your company signatures so that they are being advertised when every email is sent and not just when you publish your campaigns.

Social Media VS. Email Marketing?
For me, although social media should not be pushed aside, many marketers need to spend more time on their email campaigns. There is clear evidence to show how much more influential email campaigns are, they just need time put into them. If you put time and effort into them, they will repay you and you should see your potential client base expand. But remember to integrate social media in there too; nobody likes to see a neglected business page!