We’ve all seen the movie. We know how it ends. The mad scientist is certain he has full control of his creature. Harnessing the creature’s power will make him invincible. Of course, the creature has other plans.
That’s pretty much the ultimate fate of any brand that believes it owns the relationship with its audiences on social media platforms. Sorry, but you only rent that access. Rates are getting steeper. And access can be revoked at any time.
You’re following the plot line of your favorite creature feature if you allow social media platforms to own the relationship you have with customers. It’s crucial to make a direct connection with them. You need their contact information. Build that subscriber list.
It’s a big word, and you need to put it to work. Disintermediation is the reduction of the use of intermediaries, and an intermediary is exactly what social media platforms are. You can’t talk to your followers unless the social media network permits it – even when your followers want to hear from you.
But what are you supposed to do? Social media is where everybody is.
No. False.
Let’s look at some numbers. OptinMonster tells us that:
Therefore, social media platforms are a necessary evil. Marketers must jump through their hoops to connect with consumers.
No. False. Absolutely incorrect.
There’s no substitute for social media. It excels at building brand loyalty because you can engage and have conversations with prospects and customers. Social media is a true community-builder, allowing you to build brand recognition and generate curiosity. Best of all, social media is the most efficient way to draw attention to what’s happening on your website. Create deep content for inbound marketing, and use social media to let people know they can find it on your website.
Getting an email address from your social media followers lets you own the connection with them. You’re not renting it, and an algorithm change won’t make you invisible to them. These people have given you permission to contact them directly, and they expect you to use it to deliver targeted, personalized messages.
Social media drives attention, but email drives sales. Social media sparks engagement, but email increases customer retention.
Social media challenges you every single time you use it to engage your followers. How can you stand out from the other posts? You can be distracted from the important objective of providing value because you’re too busy trying to figure out how to draw attention.
Wouldn’t it be nice to just make an offer instead of fighting to be clever? What’s the ROI on clever, anyway? According to HubSpot, email generates $38 for every $1 spent. That’s a 3,800% return on your investment.
It’s estimated that American brands will spend more than $350 million in email advertising this year. It’ll yield them $13.3 billion. And they won’t need permission from that creature known as social media. So, how is building your subscriber list coming along?
We can help you make sure there are plenty of reasons for people to spend time on your website. Learn more about how to use content to attract, convert, close, and delight new customers.