When social media crashes...
Was your business affected by Instagram and Facebook crashing last week? Well, it’s 2019, so you’re almost certainly using social media to promote your business—which means that for at least one day recently, you may have been completely unable to communicate with your customers. And that’s a scary thought.
I talk to all of my clients about the importance of building an email list. For some, the thought of sending out regular emails for your business can feel overwhelming. What will I talk about? How frequently do I have to send them? Do people actually read emails anymore? These are common questions I get asked and may very well be running through your head right now.
My question for you: How would you communicate with your customers if you didn’t have social media?
You may have heard people stress this point before and say things like, “What if Instagram disappears one day?” Most of us want to roll our eyes at the thought and think that’ll never happen . . . until it does. Even though the platforms were only down for one day, something like this could really be an issue when you have a special promotion or an event you’re trying to promote. Being able to communicate with your customers is a must, so ensuring you develop a marketing strategy that gives you a variety of communication options can really save your tail when something crazy happens unexpectedly—like Instagram and Facebook going down.
The primary goal of a healthy marketing strategy is driving traffic to your website. It’s about building an audience that resonates with your brand and wants to hear from you, and it’s about communicating with them on a regular basis. It’s not about collecting followers.
I remember when I first started learning about the importance of email list building, my mentor said “You don’t own your social following but you do own your email list.” That was such a simple yet powerful statement. As you witnessed, at any point something could happen to one of your social media accounts. All of that time and effort building your following can be lost in a moment. When you invest your energy in building and nurturing your email list, there’s no fighting with algorithms and wondering if your content has been seen. You get to control when your customers receive content from you, and they get to choose whether to view it or not. With social media, both of these things are up in the air.
And let’s look at the stats for a minute. Email has been proven to generate more sales than any other form of communication. Not only do emails have a higher click-through rate than social media platforms, they have a much higher ROI (return on investment). Like way, way higher. Emails have an average ROI of 122% and social media is at 28%. That’s insane!!!
Now, I am in no way saying you shouldn’t be utilizing social media as part of your strategy. I’m simply encouraging you not to rely solely on it for engaging with your customers. And I challenge you to rethink email marketing and consider the blend of platforms you use for your overall marketing strategy.
Here are some helpful ways to build your email list:
Make sure you have email signup easily accessible on your website.
Offer email signup at checkout—both in the shop and online.
If you ever run a giveaway or contest of any kind, use email signup as your form of entry.
Promote email signup on your social media accounts.
Don’t rule out going old school with a physical email signup sheet. It’s so fast and easy for someone to jot down their name and email! Keep it at your cash wrap or bring it with you next time you participate in an event outside of your shop.
I’d love to hear from you! Leave a comment below and let me know how you handled the most recent social media crash. What did you learn? Any key takeaways?