Why Social Media Shouldn’t Be Your Primary Marketing Channel
Last week when Instagram, Facebook, and WhatsApp were down, were you…
In full-on panic mode!
Feeling kinda relaxed & totes "off the grid."
Wait, they were down?
No matter which of these you were feeling (I was a mix of 1&2), it illustrates one important thing I like to remind my clients: Don't build a house on land you don't own. That is, use social media for attracting new clients or customers, sure, but have backups and bring them in to communities and marketing channels you have a bit more control over, like your email list.
Sure, MailChimp could go down tomorrow too. BUT you own your subscriber list - the database of people who have entrusted you with their email addresses so you can occasionally send cool things to their inbox. You do not own your Instagram followers. You can't take them with you to a new service if Instagram dies or shuts down your profile. Also - the likelihood a subscriber will open your email is, on average, 15-25%. The likelihood an Instagram follower will see your post is 1-2%, if that!
So if you're spending lots of time creating awesome content for social media, make sure you're sending it in an email and putting it on your website (perhaps a blog?) where potential clients/customers can be immersed in your brand and sign up for your email list and not be distracted by the next flashy GIF. You want more people to see the content you’ve worked so hard on, right? Yeah you do! Plus, if you consistently update your website with useful, relevant, not-click-bait-y content, Google will thank you for it by sending you more visitors. Who will hopefully turn into subscribers and clients or customers!
Need help figuring out which marketing platforms are right for you or creating content for them? Book a Free Discovery Session with me! Helping fellow lady bosses with their branding & marketing is my jam. (Or let's say it's my popcorn because I like popcorn way more than jam. 🍿)
