Social Media Marketing for Business

Before we dive right in, let me remind you: there’s nothing wrong with building a strong and diverse digital sphere of influence. In fact, putting all your eggs in one basket is exhausting and dangerous. For example, never solely rely on a Facebook page to drive website traffic, or refuse to collect email addresses because your SMS marketing list is performing. In general, diversifying your digital tactics helps you build a strong online foundation.

When looking to tie SMS, email, and social media together, follow these six basic tips.

SMS + Email + Social: 6 Tips for Tying These Digital Forces Together to Increase Customer Engagement

1. Avoid offer devaluation.

Although all campaigns should remain cohesive, and work towards one unified goal, you must still provide some form of exclusivity. Don’t post the same offer on ten different platforms, as customers will quickly stop engaging.

2. Understand ideal content formats for each platform.

Don’t squeeze oversized images into a long tweet. Keep SMS campaigns short and sweet. When it comes to Facebook, feel free to expand on your content a bit. Showcase a few appealing editorial images, and add an explainer paragraph. For email, get right to the point. Don’t be long winded, as this will lower your link clicks.

3. Don’t be afraid to crosslink.

Always use a dedicated following to your advantage. If you have tons of Facebook fans that love your content, run a contest that promotes your mailing list. Never simply throw up a status that reads “Hey guys! Join our mailing list for exclusive discounts.” Make it more specific. Try something like “Want a $250 gift card? Enter your email here for a chance to win.” This increases engagement and rewards fans for their loyalty.

4. Keep campaigns cohesive, and translate for each channel.

Never duplicate campaigns, but at the same time, don’t go from left field to right. For example, let’s say you own a clothing boutique that sells higher end apparel and accessories. On Facebook, you promote a “10% Off All Sweaters” sale. Then on Twitter, you run a “RT for $5 Off Your Next Order” sale. Then, one day you fire out a text message that reads “Show this text in store, today only, to redeem a free Starbucks giftcard.” Depending on your audience, this offer might be somewhat valuable, but it definitely could use to be a bit more relevant. Whenever possible, stick to discounts within your product line.

5. Embrace paid solutions when applicable.

I love Facebook Pay Per Click Advertising. Drive traffic to an email or SMS opt in website widget with one simple Facebook ad. Don’t ignore the targeting benefits of Facebook advertising. For example, if you own a college textbook buyback business, don’t just do an ad for men and women ages 18 to 25. Get more specific by targeting certain institutions or fields of study.

6. Always analyze results, and review the effectiveness of each platform.

If one solution is weaker than the other two, don’t be afraid to look for another option. Don’t waste valuable time, money, or energy on methods that simply aren’t performing. It’s not worth your investment, and obviously isn’t appealing to customers. At least once a month, review your current results. For example, take note of your SMS and email opt out rates, and regularly review Facebook engagement.

One more last minute tip? Don’t try every single tactic just to say you did. Build up a few strong solutions, and make sure they’ll perform in the long haul.

Meet Matt Baglia

Matt Baglia is the CEO of SlickText.com, a leader in the SMS marketing industry. They provide businesses and organizations all over the United States with an easy and cost effective platform for sending targeted, opt-in text messages.