--- title: How to Use Social Media In Lead Nurturing Emails description: Uncover more ways to optimize your lead nurturing emails for greater engagement. image: https://www.jonespr.net/hubfs/Blog_Images/Blog_277_Social_Media.jpg --- [![](https://www.jonespr.net/hubfs/Blog_Images/Blog_277_Social_Media.jpg) ](https://www.jonespr.net/eight-arms-blog/how-to-use-social-media-in-lead-nurturing-emails) # How to Use Social Media In Lead Nurturing Emails BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) ![How to Use Social Media In Lead Nurturing Emails](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog_277_Social_Media.jpg?width=550&name=Blog_277_Social_Media.jpg "How to Use Social Media In Lead Nurturing Emails")  Lead nurturing, as a tool for inbound marketing and sales, is primarily done through a series of automated emails. These emails, kicked off when a visitor completes a [landing page form](https://www.jonespr.net/inboundaccelerator/lets-talk-landing-page-forms) to access an offer on your website, are a great way to provide relevant, targeted information to leads who are not yet ready to complete a sale. But the engagement doesn’t have to stop with an email. Those [lead nurturing emails](https://www.jonespr.net/inboundaccelerator/thank-you-pages-emails-kick-off-lead-nurturing) can also encourage further connections between your company and your leads by leveraging social media opportunities. Together, the automated emails and social media engagement have the potential to expand the reach of your [inbound marketing](https://www.jonespr.net/what-to-expect-your-first-year-of-inbound-marketing) efforts to even more prospects. ### Find all of the lead nurturing basics you need to know in our [Introduction to Lead Nurturing](https://www.jonespr.net/introduction-to-lead-nurturing) ebook. Social media links within your lead nurturing emails can do two things: encourage leads to [share your content](https://www.jonespr.net/inboundaccelerator/want-readers-to-share-content-for-you-trying-asking-them) with their own social media networks and encourage leads to become members of your social media networks. Both are great ways to expand your reach and deepen connections with leads who have shown an interest in your company and your solutions. **Two ways to leverage social media in lead nurturing emails:** ***1. Include sharing links*** Lead nurturing emails have a special advantage over more general broadcast emails: They are targeted based on a lead’s actual interaction with your website. Your lead nurturing emails should communicate with leads about topics you already know they have an interest in, and they should offer your best content to encourage further interaction with your website. This combination of [high quality material](https://www.jonespr.net/blog/402746/edit-beta/www.jonespr.net/content-quality-report-card) about relevant topics means lead nurturing emails have higher-than-average open and click-through rates. Lead nurturing emails should communicate with leads about topics you already know they have an interest in. In fact, lead nurturing emails have 4-10 times the response rate of standalone email blasts. [(Click to Tweet)](http://ctt.ec/zTGjQ) That higher rate of interaction, coupled with offers of content that your leads truly are interested in, makes them a great opportunity to encourage leads to share your content with their colleagues and friends on social media. Include easy-to-click links in your lead nurturing emails that allow leads to share your content offers on Facebook, Twitter, LinkedIn or other appropriate social media platforms. Your email could have a message like this: Dear Jim, Thanks for downloading our [On-Page SEO Planning Worksheet](https://www.jonespr.net/on-page-SEO-planning-template). If you found it useful, please share it with your colleagues on [Facebook](http://www.facebook.com/sharer/sharer.php?u=http://www.jonespr.net/on-page-SEO-planning-template), [Twitter](http://twitter.com/intent/tweet?text=This%20spreadsheet%20makes%20SEO%20simpler.%20http://www.jonespr.net/on-page-SEO-planning-template%20Download%20now%20and%20see.%20@kcjonespr) or [LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=http://www.jonespr.net/on-page-SEO-planning-template) so they can use it also. Follow up that message with a [call-to-action](https://www.jonespr.net/the-comprehensive-guide-to-designing-ctas-download-request-page) for another related offer **Make it work**: Including sharing links isn’t enough, though. You have to make sure your content is something your leads will want to share. That means making it useful, interesting, and unique. Here is a look at 5 ways to create [content people will share](https://www.jonespr.net/inboundaccelerator/5-ways-to-create-website-content-people-will-share). Give your content a grade with our [Content Quality Report Card](https://www.jonespr.net/blog/402746/edit-beta/www.jonespr.net/content-quality-report-card); every lead nurturing content offer should be ‘A’ work. Social media is a great way to stay in touch with leads over time and continues to keep you top of mind. ***2. Include following icons*** If your leads aren’t already engaged with your company on [social media](https://www.jonespr.net/social-media-scheduling-worksheet), encourage them to be. Include icons in your lead nurturing emails that provide an easy way for them to follow you. [Social media](https://www.jonespr.net/inboundaccelerator/use-social-media-to-generate-more-and-better-leads) is a great way to stay in touch with leads over time and continues to keep you top of mind. When leads decide to follow you on social media, they can receive more frequent updates, a deeper insight into your business and philosophy through the content you share (both your own and materials from other sources), and can easily engage in conversations about the topics they are interested in through the social media platforms. If your lead nurturing email recipients are interested in connecting with you on [Facebook](https://www.facebook.com/JONES.WeAreTheJoneses/?fref=ts) or [LinkedIn](https://www.linkedin.com/in/kristinjonespr?trk=pulse-det-athr_prof-art_hdr), that’s a great sign. **Make it work:** When a lead chooses to follow you on social media, they are expecting the same level of quality, useful content they have already received from you. Remember that social media posts, just like your blog, need to be a [balance](https://www.jonespr.net/inboundaccelerator/find-the-blogging-balance-that-is-just-right) of useful information with information about your company. Don’t make it all just about you. As we’ve said before, all content needs to be considered as [a complete strategy](https://www.jonespr.net/intro-to-creating-companywide-content-strategy), crossing department lines and working together. That means presenting your leads with a consistent message throughout lead nurturing, social media, [blogs](https://www.jonespr.net/introduction-to-business-blogging) and other communications. Uncover more ways to optimize your lead nurturing emails for greater engagement and results in our [Introduction to Lead Nurturing ebook](https://www.jonespr.net/introduction-to-lead-nurturing). ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. 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