Integrated Approach to Digital Email Marketing and Social Media Strategy

Taking a tactical approach to digital email marketing and social media integration helps in creating a performance funnel for effective prospect acquisition, engagement, and conversion. The strategy includes various elements like organic and paid search, landing pages, social media engagement, nurturing through email and phone, and offline promotion. It also emphasizes the importance of addressing leakage points in the conversion process and using social media as a tool analogous to public relations for shaping narratives and increasing mindshare. An integrated approach combining grassroots digital media and traditional media helps in targeting the right audience.

• Digital Marketing
• Social Media Strategy
• Email Marketing
• Integrated Approach
• Performance Funnel

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1. Tactical Approach to Digital Email Marketing Social Media Integrated Approach http://nicco.org - by Nicco Mele

2. 1. Performance Funnel email marketing Traffic Prospect Acquisition Engagement Activation New Donor Organic Search (Google, Yahoo, Bing) Paid Search (Google AdWords) Submit Webform Landing Page Cross-linking & Content (Partners, associations, articles) Scoring Engagement action Social Media Micro sites Social Networks (Facebook, Blogs, Twitter) Nurturing Donor Email / Phone Download Web site Email Conversion (regular, tested communications) Webinar/ Demo Direct Visitors (Business cards, events, splash) Offline Promotion (Mail, radio, print) Click-Through (Leakage Point #1) Low organic ranking Ineffective paid ad copy Wrong keywords Sub optimal bid strategy Email content not compelling Call to Action (Leakage Point #2) Offer not relevant to needs Confusing value proposition Ineffective call to action Initial Contact (Leakage Point #3) Response time too long Impersonal response Offer not tailored to online behavior Conversion (Leakage Point #4) Lack of focus on priority opportunities Failure to understand and overcome objections Just not ready

3. 2. Social Media Analogous to public relations Shape MSM narrative Opportunity favors the prepared Quality over quantity Long tail persistence SEO advantage LinkedIn Blog Facebook iTunes Content YouTube Twitter Increased mindshare Footprint http://nicco.org - by Nicco Mele

4. 3. Never alone integrated approach Grassroots Digital Media Traditional Media Target Audience http://nicco.org - by Nicco Mele