It’s easy to get a little over excited about Social Media. We understand from the chart below that email still drives more referral traffic than social.

ELOQUA Email Is Still Better Than Social


The flip side of the data above is the 331% year on year growth of social media as referral traffic. As you plan your campaigns keep both email and social in mind and look to incorporate both in a way that’s relevant to your target audience.

Don’t simply include a social element in a campaign because you think it will look cool or to give the impression that your campaigns are ‘socially enabled’. Bad form. Segment your contact data based on their digital footprint.

Or, if you’re not that far advanced in your contact profile development, start with a series of campaigns to engage your contacts and begin to build their digital footprint.

Top 3 Tips for Integrating Social into your Campaigns

  1. Understand your ideal client and select a social property i.e. LinkedIn, Facebook etc that your ideal client is likely to frequent. 
  2. Segmentation of your contact data will always deliver the best results. Ensure your CRM and/or marketing automation system captures the appropriate profile data that best helps you identify your ideal client.
  3. Do you know who your ideal client is? Review and understand your current client community, their industry, the organisation type, B2B, B2C or B2P etc.