Digital marketing works best when your channels support each other. Email, SEO, social media, each one can feed the others. This article focuses on one specific relationship: using your social media presence to grow your email database.
Different platforms reach different audiences and give you different tools. Below are the ones worth your attention.
Most businesses already have a Facebook page, so you have a ready-made audience to work with. A few things you can do:
- Change the call-to-action button on your Facebook page to "Sign Up" and point it at your email sign-up form.
- Post a teaser of exclusive content and ask followers to sign up to receive the full piece. Something like: "Complete this form and we will email you the full template."
- Boost that post to reach audiences beyond your existing followers.
- Run Facebook lead ads and use a tool like Zapier to push new sign-ups directly into your TouchBasePro account.
LinkedIn suits B2B audiences particularly well. Two approaches that work:
- Use LinkedIn Lead Gen forms. They pre-fill contact details from the user's profile, which removes friction and lifts completion rates.
- Participate in LinkedIn Groups relevant to your industry. Share useful content there and offer the full version in exchange for an email address.
Other channels
- Add a link to your sign-up form in your Instagram bio. It is one of the few clickable spots the platform gives you.
- Run competitions across your channels. Keep in mind that a prize that resonates on LinkedIn may fall flat on Facebook, and vice versa, match the offer to the audience.
- Host Twitter chats around topics your audience cares about. Participants are often willing to subscribe for follow-up content.
Whichever platforms you use, remember to include links to your social pages in every email campaign and add social sharing buttons to your branded content. Traffic flows both ways.
One last point: pick one platform and do it properly. Choose the channel where the biggest share of your target market spends time, keep it active, and stay current with what is happening in your space. An active, well-maintained social presence strengthens every other channel you run alongside it.
Frequently asked questions
- How do I connect Facebook lead ads to my email marketing platform?
- You can use a tool like Zapier to create an automated connection between your Facebook lead ads and your email platform. When someone submits a lead form on Facebook, Zapier pushes their details directly into your contact list, such as your TouchBasePro account, without any manual exporting or importing.
- Which social media platform is best for growing an email list?
- It depends on your audience. Facebook works well for broad consumer and SME audiences. LinkedIn is better suited to B2B marketing where you want to reach professionals and decision-makers. Start with the platform where your target market is most active and focus your effort there before expanding to others.
- Do I need to be on every social media platform to grow my email database?
- No. It is more effective to choose one or two platforms that match your audience and keep them active and up to date. A neglected account on five platforms does less for your brand than a well-maintained presence on one or two.