Integrating Your Website, Email Newsletter and Social Media Sites

Tomorrow I’m presenting a brand new webinar on How to Integrate Your Website, Email Newsletter, and Social Media Sites. It was the #1 requested topic in last fall’s survey of what you wanted to see on the weekly webinar series schedule.

I have to admit, it’s a rather ambitious topic for one hour. I’m in the middle of the PowerPoint deck now trying to find the sweet spot between giving you enough information to really make a difference in your online marketing strategy and giving you too many to-do list items that you run screaming from the whole idea of integration.

Here’s the framework I’m using right now. Please share any comments you have as I’m sure I’ll be playing around with this until sometime tomorrow morning! For those of you attending, I promise to have the handout available an hour before the webinar (but probably not much sooner!)

You can integrate your online marketing in three steps:

(1) Connecting

Make sure everything links to everything else. Do that by putting links into web and e-news templates, email signatures, and social media profiles. Use social media icons (search “free social media icon set” for tons of them) to make these links more obvious. If your e-news provider offers it, use the social media sharing links at the bottom of your e-newsletters (otherwise add your own).

Consider whether auto-updating makes sense. You can connect your blog, Facebook, Twitter, etc. to update each other. Think about whether and how that makes sense given the type of content you share, how often, and with whom.

Ensure basic branding is in place. Your website, blog, e-news, and social media sites don’t need to be 100% identical, but it should be crystal clear that they are all produced by the same people.

(2) Strengthening

Think holistically about your online content creation. Integrate what you put out there by using an editorial calendar, while at the same time, recognizing which channel is best for what (e.g. email good for clear calls to action; social media good for awareness). Don’t  think of your website as something entirely different from your e-news, or your e-news as entirely different from your Twitter feed. Figure out what you want to communicate, and spread that across the channels in a way that makes sense.

Think about the paths. Think about how you want people to travel from channel to channel, and what they will see at each stop along the way. For example, if your e-news links to your website, what’s on that landing page? Does that landing page urge visitors to discuss the topic on Facebook or Twitter? If someone starts on Facebook, how are you encouraging them to sign-up for your e-newsletter? Again, it goes back to understanding how to get the most out of each channel.

Encourage multiple connections. Many of your fans will connect with you in multiple ways without being asked (e.g. they will subscribe to your e-news, blog feed and Twitter stream), but others will need some prodding. Connecting with people in multiple ways increases the odds that your messages will actually get through to them. You may need to offer some incentives (e.g. people on the email list get certain benefits, or get them first).

(3) Reinforcing

Learn from your metrics. Watch what’s happening along the paths that connect your online channels. Where are people coming from and where are they going? Are certain types of your supporters more likely to use one channel or another? What content produces the most interaction (e.g. clicks, comments, forwards, shares) in which channels?

Listen to the conversation, and bring in back into your content. You’ll learn a great deal from the conversation in social media that you can use to inspire and inform you e-news and web content.  For example, a conversation on Twitter can transform into a new update you send out via your e-newsletter. Blog comments can direct updates to other parts of your website.

Make sense? What’s most important? What’s missing? Please share your thoughts in the comments and I’ll see you on the webinar!

© 2007-2017, Nonprofit Marketing Guide. All Rights Reserved.

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  • Kivi,

    Looks like you have a very good framework. You may consider helping folks set priorities for accomplishing all of this. For example: It begins with a website that’s user friendly; followed by email and e-newsletters working well; integrate these two online channels and then follow that with social media.

    Maybe helping them with ideas on which SM to start with (e.g., Facebook or Twitter), get it working smoothly so the staff is comfortable with it. Then where to start integrating all their SM with their website and email campaigns. You’re probably way ahead on this but that’s what came to mind when I read your post.

    Karen Zapp, Copywriter for Charities & Associations

  • Pam

    I think the most important thing here is to think holistically about your messages. I think the tendency is to want to put every message out every single way we can, when people use Twitter and Facebook and email and blogs for different reasons.

    I’m in the middle of trying to wrap my head around a messaging/editorial calendar for an all volunteer board I’m a part of. Any suggestions for creating messaging “arcs” (some of the challenges include all-volunteer board members whose terms end at different times, everyone being busy with their actual day jobs, trying to connect with guest bloggers for more “expert” opinions and maintaining the timing of email marketing, blogging, Facebooking, Tweeting and being on LinkedIn!)

    It’s exhausting just thinking about it.

    Pam Gidwani
    Marketing & Communications Chair, YNPNsfba (Young Nonprofit Professionals Network – San Francisco Bay Area chapter)

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  • This is very useful, its so important to try to integrate everything, but with so many channels these days it can be very challenging – thanks for the clarity!

  • Great information, I am very thankful for that. It’s a really useful source, thank you for sharing!

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  • Thank you for this easy guide (three steps!). I’m wondering what you suggest using to auto-update all the social network profiles. It took me a while to find something, but I’ve been using TweetDeck and I find it very useful since I can select which networks I want to notify of new information.

  • Robert

    Just wanna see other comments

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