When starting a construction project, various tools, each serving a unique purpose, are essential for success. Think of a hammer for driving nails, a brush for painting, and…well, you get the idea. Similarly, brands require an array of tools when developing an effective digital marketing strategy.

Today, a digital tool belt is necessary for brands to ensure their marketing strategies stand out and drive maximum engagement. But what are the specific benefits of this integrated approach, and how can you effectively implement them in your marketing strategy? Here, Inspira's digital strategists offer four ways to add to your digital tool belt and start turning clicks into conversions.

Why Should Brands Use Both Email Marketing and Paid Media?

Integrating email marketing strategies with paid media offers a strategic advantage by enabling you to reach a wider audience, deliver more targeted messages, maintain brand consistency, and optimize your marketing budget for maximum return on investment. Paid social media introduces new potential clients to your brand and offerings, while email marketing collects on-site traffic and connects existing brand users. Each has its own benefits and serves a different purpose in your marketing strategy. Combining both tools allows your digital strategy to be prepared for communication across a customer's lifetime with the brand.

Four Ways to Integrate Email Marketing Strategies with Paid Media

Expand Target Audience Reach:

• Email marketing only allows you to engage with your existing audience, while paid media allows you to reach new audiences. Leveraging paid media, mainly through lead generation ads, becomes instrumental in acquiring fresh leads. Complementing this strategy with email marketing automation becomes pivotal in nurturing these newfound leads. Without email, you're left without a means to provide value to your new leads or to foster and maintain connections with your audience.

Enhanced Targeted Marketing Strategies for Ideal Audience:

• Your email list is an excellent resource for refined targeting strategies. Consisting of individuals who have made purchases, engaged repeatedly, or shown significant interest in your brand and products, it represents a valuable repository of insights about your ideal customer base. Leveraging the data within, you can export your email list and upload it to platforms like Meta or other paid services offering custom list uploads. This allows you to create lookalike audiences mirroring your most enthusiastic subscribers, thereby increasing the precision of your outreach efforts to a more receptive and engaged audience. 

Cross-Channel Consistency:

• Consistent messaging, content, and creative elements across all platforms reinforce your brand identity and create a seamless and memorable user experience. This cohesive approach results in increased engagement and positive performance across the board. When creating your social media strategy, ensure that the content makes sense for the audience on each platform while keeping your brand's same tone of voice across the board.
  
  • When conducting a sale, you might start by emailing your subscribers. Consider uploading your email list to your paid platform to amplify your targeting efforts. This ensures that this particular audience segment is precisely targeted with advertisements promoting the sale, reinforcing the message across multiple channels.

Automation Integration:

• Implementing automation/drip campaigns tailored to specific campaigns significantly enhances the user journey. For example, directing new leads through a personalized welcome flow is essential when running a lead generation ad. Your flow should capture their interest, provide valuable education about your brand, and nurture them to conversion. The welcome flow is the first thing new leads see; neglecting its setup may result in minimal interaction from new subscribers.

Leveraging Clicks into Conversions:

Incorporating both email marketing and paid media into your marketing strategy is not just beneficial - it's essential for achieving a comprehensive and effective digital marketing plan. By expanding your reach, enhancing targeting, ensuring cross-channel consistency, and leveraging automation, you can create a seamless and impactful marketing experience for your audience. Through building a relationship with your consumers, they will be more enticed to engage with your content and purchase from a brand they trust. It's time to pick up your digital tool belt to elevate your marketing efforts, boost your ROI, and watch your brand grow.

Not sure where to begin? Partner with a leading marketing activation agency, such as Inspira, to develop a robust social media strategy and digital marketing plan tailored to your unique needs. Ready to take your marketing to the next level? Contact us today and start integrating these powerful strategies for your brand's success.

Written by Greer Hardy, Client Engagement Manager

Sources

1. Email automations generate 30x more revenue per recipient than one-time emails and SMS campaigns because they are timely and targeted.
2. Companies with effective lead generation strategies have at least 133% more revenue than companies that have not put the right strategy in place.
3. Marketing Secret Weapon: How to Integrate Paid Social Media and Email Marketing