Social Media and Email Marketing Defined: Building an All-Star Team

by Versique

Are you looking to build or improve your relationships with new customers? Maybe you want to build a new social media persona or email campaign? Building a relationship with customers takes serious strategic planning. But don’t worry! Digital marketers have created entire focus areas to try and effectively address this need – Email and Social Media Marketing. Let’s look at what mastering these tactics can do for your company.

Social Media Marketing

Social Media Marketing is the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their own social networks.

The result is electronic word-of-mouth, which refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand, or company. When the underlying message spreads from user to user, it gains a level of credibility because it, presumably, comes from a trusted, third-party source like a friend or neighbor, as opposed to the brand or company itself. This form of marketing results in earned, rather than paid, publicity.

Email Marketing

Depending on the organization, email marketing is approached in much the same way as marketing automation. Email marketers are very focused on increasing response rate, customer database segmentation, optimizing deliverability, and conducting A/B testing to improve efficiency. Typically, companies feel that B2B and B2C email marketing (mostly ecommerce) are two completely different skill sets.

Bringing in new talent to utilize these focus areas can be tough if you don’t know what to expect from candidates. Here are some social media and email marketing job descriptions, to give you a better idea of responsibilities:

Email Marketing Specialist

With 1-3 years of experience, the Email Marketing specialist is the individual who deploys emails and focuses on making those emails resonate with audiences to drive conversion. They create email messaging/nurture campaigns given to them by leadership. They typically have basic skills with HTML coding for email, an understanding of A/B testing, and experience with campaign optimization.

Social Media Director

The Director of Social Media has 7-10 years of experience and works in the intersection of Integrated Marketing Communications, Marketing/Digital Marketing, and Customer Marketing. Their main focus is overseeing all of the social media content creation, strategy, and customer engagement. Furthermore, they will work with the Digital Marketing team and CMO on ad-hoc social listening requests, and elevate any sensitive situations to management and the Customer Care Center.

In addition to building valuable relationships between consumers and companies, marketing is becoming increasingly data-focused. Email and social media marketers rely heavily on data analysis to effectively act upon customer interactions.

Want to find out more about digital marketing areas and roles that can help you build your brand? Feel free to download our 2015 Marketing Salary Guide to help you build the perfect marketing team.

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