It’s the season of sharing, and you have a great email article that just needs to be shared on your social media business pages. Share away! You may be able to easily share content directly from your marketing newsletter. Many email platforms allow you to post your email content with just a few simple clicks.
There are plenty of ways to serve up new social media leads this holiday season.
Quick Tip: Create a Guest Record First
In order to produce links from your email articles to be used in social media marketing efforts, consider creating a “Guest” contact record in your email marketing database. Use the first name “Guest” and the last name “Contact” (or something similar) with one of your marketing email distributions (such as info@ or contact@) to set this record up.
Why create a guest record?
This equips you with a generic email record that won’t impact click activity for you or other members of your database. It also helps you avoid sharing email content that contains personalized name fields. Any personalization you may have used in your email will simply display as “Hello, Guest!” or a similar generic greeting. This will add a universal appeal to your email messages when you forward your newsletter to interested parties, post the latest edition to your website or share articles with your social fans and followers.
Complete the “Guest” record with your business address, phone number and any additional contact information that will help you route interested prospects to your company. This way, any links or articles you use from your email marketing on social media can be tied back to your guest database record and your business contact information.
Next Step: Start Sharing Content
The social sharing function of an email article varies between platforms, but it is usually a straightforward, simple process to share an email newsletter article or email message to your social media business pages. To give you an idea how an article can be shared, here are the steps you would take if you posted an article from this newsletter to Facebook.
1. Click through to the full article. At the top of the article you will see a “Share” option. At that point, simply click to share.
2. Choose which social network you prefer. At the bottom of the social sharing tool window, you will see an option to share the article to several social networks. Click the icon of your preferred social network.
3. Choose whether you’d like to share to your personal or business page. Using Facebook as an example, you might see the option to share the message to your own timeline or to your business page.
4. If you manage multiple business pages, choose the relevant business page. Pick from a possible list of business pages you manage, and then click the “Post to Facebook” button.
Success! Your post will now be on your social media site for all your fans and followers to read.
Using a social media scheduling or management tool? Platforms like IndustryNewsletters, Hootsuite and others allow you to post content to multiple social networks simultaneously, and also schedule out future posts.
If you’re using a separate social media manager outside of your email marketing platform to schedule your posts, copy the URL from the full article or landing page of your email message to your clipboard (once you have clicked through to the full article or online view), paste that URL into your social scheduler and set your article to share on multiple networks as a link post. The corresponding article image will often display with the link post automatically. You might also want to add some short, engaging text to the post encouraging your social fans to read your latest newsletter article.
Sharing Content to Your Blog
Posting an article from your email newsletter to your blog can be as simple as copying and pasting the text from your article into your blog platform, then taking a bit of time to make the content look good.
You will need to take some additional steps to format the article to display nicely your blog. You will also need to make sure you have the right to distribute any purchased content you have acquired for your email marketing on your blog and social media sites, and get guidelines from your email content provider on how the content should be displayed. Additionally, you can make your newsletter articles more SEO-friendly by changing at least 100 words of the article to be unique to your company’s blog. Google and other search engines will look at your content as original if you change a portion of it and put your own stamp on each article.
Helping Your Email Content Get More Reach On Your Blog
You should also add keywords to your blog post. Here are five quick, basic tips to help you add relevant keywords and tags that will increase the likelihood of getting found in organic search results:
- Do some research to find the best keyword phrases for your content
- Add keywords to your blog post’s title, URL, headings, subheadings and opening and closing paragraphs
- Add short, keyword-rich snippets describing your post’s content in the meta tag
- When using images, add keywords in the image file name as well in the “Alt” and “Title” tags
- Also use links to relevant outside resources in your posts to increase your likelihood of receiving backlinks in return
Finally, don’t forget to connect blog readers with your email newsletter. Once your newsletter article is posted to your blog, add a closing call to action that says something to this effect: “Do you like what you see here? SIGN UP to receive more tips from us. SUBSCRIBE NOW!” This will give organic blog visitors a chance to opt in to your email marketing program.
Stay consistent in your efforts. Set up a social media and blog schedule that follows your email launch schedule. With these simple steps, you will be well on your way to increasing the exposure of your email marketing content by sharing it to your blog and social media sites on a regular basis.