subject: 5 Ways to Integrate Social Media into Your Marketing Mix [print this page] 5 Ways to Integrate Social Media into Your Marketing Mix
As I'm sure you know by now, social media is a powerful tool in any small business marketing toolkit, but it produces the best results when it is integrated into a cross-channel, multi-faceted strategy that involves your existing marketing activities as well.
Instead of creating a bunch of little social media "islands" where each social profile is a stand-alone channel, you need to find ways to integrate social media with the marketing activities you are already doing.
Here are five ways you can integrate social media into your existing marketing mix:
Social Media with Email
Whenever you send email campaigns, be sure to add permanent links to your social profiles, along with links for social sharing of your email campaign's content. Then promote your email campaigns in your social platforms, including links to the specific campaign or offer you are promoting.
Social Media with Search Optimization
The more content you create for your website and social platforms, the more attention you will get from the search engines. Be sure that all of your content is optimized for your specific keyword targets, including your static content as well as new content, updates, or posts. That way, when the search engines crawl your content, there is plenty of optimized, keyword-rich material that can be indexed, ultimately improving the chances of your business being found in searches.
Social Media and Your Website
Providing multiple channels for your brand and marketing messages is essential in today's multi-channel world. Reaching customers and potential customers in the way they prefer to be reached is key to any marketing campaign's success. Be sure to cross-link your social media information with your website, and provide recognizable social icons on your website so visitors can easily jump to their preferred method of interaction.
Social Media with Events
Whether you are speaking to a group, teaching a class, giving a presentation, or sponsoring or attending an event, get the word out via your social media platforms. Promote the event and provide links to supplemental information before the event, then be sure to post photos and a copy of your presentation (or notes) and let your social sphere know about it before AND after the event.
Social Media with Online Marketing
Don't forget to add social icons and links when sending out press releases, creating your Google Place pages, sending out e-newsletters, or any other type of online marketing initiatives that you regularly send out. Then, be sure to promote the availability of any new content (e.g., press release or Google Page) on all your social channels to let as many people as possible know about you and your brand.
Social media marketing works best when it is part of an overall, integrated strategy that promotes your business over multiple channels and technologies. The more content you have out on the web, the better the chances that customers and potential customers will find your business. By widely distributing your content among all your marketing channels, you not only improve your online visibility, but can also boost search engine positions, generate new leads, and convert new customers.
