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Social media may seem like the best form of marketing, but email lists are still a powerful tool. Used by 93% of B2B marketers to distribute content, targeted email campaigns can provide an amazing 3,800% ROI. What happens then, when you take one of the most profitable sources of marketing contacts and combine it with the power and scope of social media marketing? Here at the NW Media Collective, that’s precisely the question we want to help you answer. Let’s take a look at all the pieces in play and how to put them together to create a profitable new avenue of lead generation.
Why Building an Email List is Important
Building an email list is an important way to acquire contact information of people who are interested in your brand or have previously purchased. Email lists allow you to build a relationship with potential customers and keep in contact with past customers. Once you have an email list, you can reuse it across many different social platforms to not only reach your existing contacts in different places but reach people within their social network.
The Benefits of Leveraging Email Marketing to Build Your Social Reach
Instead of viewing each as a separate marketing channel, we believe integrating social media with email marketing is a more viable approach to marketing. By using your email list to market via social media you can get people to talk about your content and brand in channels where their peers are listening. Through shares, reposts, and links back to your brand, you’ll be able to build your list of subscribers even faster.
Through the metrics you get from engagement with your emails and your posts, you can find out which demographics and customers are adding value to your brand. This will allow you to target the customers who are most likely going to share your content with others. By doing so, they will invite other similar audiences to engage with your brand and help to create new customers.
How to Integrate Your Email Lists with Your Social Media Advertising
Once you have a large email list, you can use it to create advertising audiences on the following social media channels to expand the scope of your marketing message beyond your subscriber’s inbox:
Facebook or Instagram
Create a Custom Audience
Use a customer file (phone number, email, etc.) to match your customers with people on Facebook/Instagram and create an audience from the matches.
Your uploaded list must reach a minimum of 100 matched members for your campaign to serve, regardless of how many emails are in your list.
Create a Lookalike Audience
After you create a custom audience with your email list, take it one step further and create a lookalike audience of that custom audience! Lookalike Audiences let you reach the people who are similar to your existing customer database.
To create a Lookalike Audience, Facebook/Instagram will identify the common qualities of the people in your source audience (ex: demographic information or interests). Then they find people who are similar to (or “look like”) them.
Your source audience must contain at least 100 people from a single country in order for Facebook/Instagram to use it as the basis for a Lookalike Audience.
Create an Audience
When you create a custom audience, Pinterest will look for people in your email list that have existing accounts on Pinterest.
Your uploaded list must reach a minimum of 100 matched members for your campaign to serve, regardless of how many emails are in your list.
Account/Contact Targeting
You can target large lists of email contacts for your LinkedIn ad campaigns.
As part of the Matched Audiences feature, you can also apply LinkedIn demographic targeting, such as job function or seniority, to an uploaded list to further refine the target audience.
Your uploaded list must reach a minimum of 300 matched members for your campaign to serve, regardless of how many emails are in your list.
Create Tailored Audience
You can match uploaded email lists with users on Twitter so that you can directly target them in your campaigns.
Your uploaded list must reach a minimum of 100 matched members for your campaign to serve, regardless of how many emails are in your list.
Quora
Create a List Match Audience
You can upload email lists to Quora for ad targeting or exclusions. Emails are matched to the email Quora users use to log into their accounts.
You can also create lookalike audiences within Quora from List Match. Lookalike targeting uses machine learning to identify people who have exhibited characteristics similar to those in the seed audience.
If your seed audience is a List Match Audience, it must have at least 500 people to serve an ad to.
Google and YouTube Ads
Create Customer Match
You can create a customer match audience that includes any combination of email addresses, physical addresses, and phone numbers and upload them into AdWords to target in your Search, Shopping, Gmail, and YouTube campaigns.
For Customer Match ads to serve, they must have at least 1000 active users at the time the ad is served. However, Customer Match is not available for all advertisers. To use Customer Match, your account must be in good standing, and you must have spent more than $50,000 in Google Ads.
Expanded Social Influence Through Your Trusted Customer Base
This article only scratches the surface of how integrating your social media and email marketing campaigns can help to build your brand. Our team of marketing experts at NW Media Collective can help you maximize your social media advertising campaigns using your existing email contact list. Reach out to us today – we can help.
