According to the recent Pew Internet & American Life Project, approximatly two-thirds of adult internet users in the United States use at least one social site, InformationWeek reports.

This is important to note, because email marketing campaigns can greatly affect a B2B company's social media following, and consequently its overall website traffic and SEO.

BtoB Online reports that many times, email marketing and social media are interconnected. Emails now regularly contain calls to action to opt-in on social sites, such as a "Follow us on Twitter" request or a "Like us on Facebook" appeal.

Once an email generates increased traffic, it represents an additional opportunity to ask returning customers to refer friends to the business, as research has shown that word-of-mouth referrals convert at a rate five times that of other referrals, the news source notes.

These social referrals result in short-term traffic increases and long-term overall growth.

However, Adam Kaiser, director of marketing for videoconferencing firm IVCi, explains to InformationWeek that social marketing programs will only succeed if a website and Facebook page contains interesting and informative content, since "content is king" in the B2B world.
 

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