With the advent and development of social media strategies, it’s within the interests of every business to maximize their potential social media reach using all the tools at their disposal.

By delivering advertised content to the core customers in as varied a way as possible, you’re certain to produce improved results. This becomes the key, particularly when you look at the data available through customer relationship management (CRM) techniques in conjunction with the data you gather through your social media channels.

The Benefits of CRM Software

CRM software provides you with high statistics and insight into your current customer base. Depending on the software you use, you will be able to consolidate all of your valuable customer information in one place, including:

  • Customer contact details (email addresses, phone numbers, etc.)
  • Conversations
  • Purchase histories
  • Sales leads

CRM software can be invaluable to the running of your business just by collating that information alone. It allows simple generation of email lists – categorized however you want to target particular groups. When used in conjunction with social media, this effect can be magnified.

How this Ties in with Social Media Networks

Social media networks are full of highly active and engaged users and provide another platform upon which you can deliver advertising to your most valued customers. They are ideal for increasing the awareness of products and are unique in the way that a happy customer can quickly share their experience with other similar-minded people in their own network.

You can collect handy data through these platforms through the extensive analytics they provide, but converting that to sales raises some difficulties.

The trouble with data from social media channels is that, although you can gather incredibly useful insights into trends and requirements from your user-base, this data is always based on anonymous users.

It’s obviously a very useful information, but the question is: How to turn the anonymous nature of social media reach into more tangible and actionable leads?

The answer is by combining it with your CRM data.

The main social media networks (Facebook and Twitter) are increasingly adding tools to aid businesses and are very helpful to those that have email address data of clients.

Usually, you will only have access to someone’s username through these platforms, but each of these usernames relates to the email address that user initially signed up with.

Through the advertising options that these platforms use, you can upload your datasets of email addresses and deliver adverts directly to those that match to a user account through the network.

The Benefits of Using This Method

In short, by delivering adverts to your core user base across a variety of means, you significantly increase the likeliness that your campaign will produce results.

In 2014, Salesforce conducted research into the behaviors of customers in regards to reading advertising content. They found that 18% only opened emails, 27% only saw Facebook adverts, and 16% opened emails and viewed Facebook ads.

They also found that a coordinated campaign that had a flowing message between both email and social media marketing resulted in customers being 22% more likely to engage than those who received just an email.

With the added opportunity of shares and likes that are available on a social media platform, it’s no wonder that businesses are embracing this method of combining data.


Marketing to the Connected Consumer: Coordinating Email and Facebook Ads