Paid Social Media and Email: A Marketing Secret Weapon for Your Clients

Hawke Media offers many services, from SEO to design. But there's one digital marketing pairing they say establishes a long-term, more personalized relationship with users.

Marissa Jimenez, Director of Email Marketing at Hawke Media.

Hawke Media lives by three rules: “Get shit done, learn quickly, be cool.” The California-based marketing agency puts this modus operandi to work by providing loads of services, from SEO to conversion-optimized websites to creative design.

But as Hawke Director of Email Marketing Marissa Jimenez tells us, there’s a secret weapon that they consider “one of the strongest pairings in digital marketing,” and that’s combining paid social media advertising with email marketing. Indeed, according to recent research, 93% of marketers use Facebook for paid promotions.

"Together, these marketing strategies create a streamlined funnel for teeing up customer lifetime value."

“Together, these marketing strategies create a streamlined funnel for teeing up customer lifetime value,” Marissa says. “Paid (social) media gathers top-of-funnel engagement, familiarizing users with the brand as well as driving new traffic to the site. Email essentially picks up where paid media drops off, collecting on-site traffic and nurturing those users into the brand, establishing a long-term and more personalized relationship.”

Sounds great, right? But since your clients could probably use a little convincing, we asked Marissa to walk us through some high-level recommendations. Use her advice to make the most of paid social media and email marketing for your clients from start to finish.

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Make the most of customer acquisition

Marissa says that paid social has numerous advantages over traditional social, from the specificity of the audience to more controlled messaging. User acquisition and brand awareness are just a couple ways of selling these marketing methods to an interested client.

“Paid social allows for better segmenting, targeting, and positioning to each unique audience,” she explains. “And since paid social is a full-funnel acquisition solution, you have more control over the narrative and can better communicate your brand through introductory messaging to a new user. These efforts are often redundant or antiquated for social media followers already familiar with the brand, and can be a huge turnoff to users already familiar with your product.”

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Establish a target and stay consistent

When your clients are using multiple marketing mediums, Marissa says, the best way to ensure success is through planning and cohesion. When combining paid social and email marketing campaigns, it’s essential to message match.

“If a user is faced with an ad for your company, the email needs to have similar copy and assets in order to deliver a smooth experience,” she says. “Inconsistent marketing materials can be a turn-off or even confuse users into abandoning ship.”

She also stresses the all-important pre-work. Understanding what your goal is before setting out is key. “You must establish your target or targets, micro and macro goals, desired number of touchpoints, and more, depending on your brand,” Marissa says.

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Optimize, test, convert, repeat

As your clients become more comfortable with paid social and email campaigns complementing each other, Marissa suggests tinkering with just about everything: budget, audience segments, calls to action, and more.

“You want to focus on strategies that are most likely to achieve the business' desired outcomes at a reasonable or targeted cost,” she says. “By conducting a series of tests and iterating across each segment, you’ll better understand the most valuable content to each audience during an exact moment in time. Like all marketing efforts, any plan you put into place must be tested and iterated upon to find the optimal strategy.”