Tips to Merge Email & Social Messaging


As a bike shop owner you’ve got a lot to manage, and oftentimes, coordinating your marketing communications calendar falls to the bottom of the list. Many of Trek’s largest retailers outsource this responsibility to Harvest, but that doesn’t work for everyone.

Email and social media are two of the most effective and affordable marketing channels that allow bicycle retailers large and small to communicate regularly with customers.

A section in this article I read the other day reminded me of one of the challenges many business owners face; they put the time and energy into building a quality email, but delegate social media management to someone else on their team.That division of labor can sometimes lead to mixed messages and missed opportunities. Social media communications should be consistent with email marketing and sales efforts in a way that drives foot traffic and builds relationships with new and existing customers.

Here’s an example from the article about how that challenge plays out: “Take Mondays for example: The marketing and sales teams know that Mondays are the best day to make sales, so the social-media team shouldn’t contradict this sentiment by posting a cat GIF that says, “I hate Mondays” no matter how cute it may seem."

If you’re sending out an email on Thursday to promote an upcoming weekend sale, what should you do on social media?

Well you certainly don’t want your Facebook feed to be cluttered with GIFs of crashing cyclists or suggestions on how to get out of town this weekend. Instead, you’ll want to update your social media calendar to include posts that complement your email. Things like:

  • Link to the email so you leverage the time you invested, featuring the sale graphic
  • Photo or relevant product from your floor (or a quality action shot), highlighting the deal
  • Tip for how to use a product that is featured in the sale
  • One day special savings if you mention the post

Whenever possible, personalize the content so your messages serve your business needs but still offer authentic communication between your brand and your customers.

At the end of the day a shop’s goal is to get buyers into the store. Taking full advantage of your social media channels can make that goal a reality. The key is to merge your sales, marketing and communications calendars to create a surround-sound message that feels seamless.

And hey, we’re not opposed to the occasional awesome GIF.

About The Author

Ryan Atkinson

Ryan Atkinson

Ryan is a proven marketing professional who entered the cycling industry in 1994.