The Benefits of Merging Social Media Followers into Your Email Database

This blogpost is extracted by Charing Kam from our new eBook, How To Segment And Nurture Your Social Media Followers.

As a marketer, your strongest asset is your database of contacts: email and blog subscribers, leads, customers and evangelists. And you know who has become an essential part of this list? Your social media followers!

Your marketing database is the key to employing social media information into the rest of your marketing efforts and overall strategy. By using one unified marketing database, you can add a layer of social media insights to your existing contacts, thus gaining valuable information to target messages, nurture leads and attract new contacts to your business. 

After all, your email database consists of contacts who have subscribed to receive email communication from you. They have opted in to receive your marketing resources, announcements and promotions, and (if your email list is healthy) should be interacting with your content by opening, clicking, and forwarding your emails.

Your social media database works in a similar fashion. It consists of followers and fans who want to engage with your brand online. They’re retweeting, resharing, and repinning your posts. Clearly, they have an interest in the things that you are saying and the product/service you have to offer. So why not take advantage of this?

In this context, the interests and actions of your email recipients and social followers are now overlapping. The act of opting in to receive email updates from a company is very similar to that, for instance, of hitting the ‘Like’ button on a Facebook page. They both automatically provide updates to keep the contact involved and interested in your product/service!

This is an excerpt from our latest e-book, How To Segment And Nurture Your Social Media Followers.

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