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Share-to-Social Options, In Many Permutations, Continue to Grow for SMBs

Small-and-medium-sized businesses may not be in the vanguard of those firms that integrate their mobile, social and email marketing campaigns–but it is not due to lack of tools or services in the market.

Three Examples

Several have come to market in the last few weeks including:

MeritDirect and Penton Media have announced a service that provides links to social networking sites as an additional feature for 3rd party email campaigns. This feature allows the recipient to post the email campaign directly to their Facebook, Twitter, or LinkedIn account, which gives the campaign additional visibility.

Marketers can also select recipients who prefer to read email marketing messages on their mobile device with the platform.

VerticalResponse has just launched an iOS mobile application for its Roost by VerticalResponse social media marketing platform. Roost by VerticalResponse enables small businesses to manage social media marketing campaigns from one dashboard.

The new mobile app gives them access to the platform's most popular features.

Shoutlet 5.0, while not a pure play email marketing vendor, combines the social, mobile and email functions in its suite. Its recent upgrade includes three new features including Social Switchboard, which helps users create, build, and manage social media campaigns in advance, Social Canvas, which allows users to create interactive Facebook tabs, contests, or apps without the need of a graphic designer, and Social Profiles, which collects public data from social customers connected to the social accounts. (via AG Beat).

SMBs Missing Opportunity to Integrate Email With Social

These products are coming to market as yet another series of stats—this time by GetResponse—highlight the ongoing lack of integration between email and social, especially by SBMs.

Although roughly 3 in 4 SMBs use email marketing tactics such as organic list growth and web-based sign-up forms to generate leads, just 41% include a sign-up form on their Facebook fan pages, GetResponse found.

And while a majority optimize their newsletters with clear, recognizable, branded from field names and addresses, less than half include social sharing icons in their newsletters.


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