All through 2012, the buzz was “E-Mail Marketing is Dead!”
Now, most articles are about why Email Marketing is Supreme for Small Business!
Actually, Email marketing is perfect for small business.
But let’s discuss the why of the mixed messaging and why you, as a small business owner, need to pay attention.
1. Social Media platforms grew exponentially over the last few years.
Soooo, “they” assumed, that because the growth was so rapid, social media platforms would soon replace email and all other traditional forms of marketing and communications.
While that might be true in major metropolitan areas and college campuses, there is still a huge population out there that doesn’t own a SmartPhone or that only accesses internet through a desktop.
But, email is universal.
Everyone sits down at home and work and checks their email…
Another assumption was that because Social Media platforms are “Free,” that it would be nonsense for anyone to ignore it as a marketing avenue. Again, you can pick up a hammer, but that ain’t gonna make ya a carpenter!
Sure you can create an account for free, but time is money, and it takes time to maintain a social media business page, not to mention at least basic marketing skills. Nothing wrong with that, – all marketing comes with a cost – but that has to be considered.
Then, when it comes to attracting fans, many of those fans are laggers in social media who only use it for sharing funny cat pictures and playing application games. So, getting fans to pursue your page is another form of investment – a good offer to like a page, the giveaway, someone to manage the comments and likes, someone to engage to grow fans… And don’t believe those hucksters claiming to bring you from 0 to 40,000 fans! Fake profiles = fake fans = no rise in insights or revenue.
Now, why was email getting badmouthed:
2. “Free” Email services were springing up all over the place.
Why pay for email service when you can get it for free? Again, because FREE is never really free! You pay a price eventually – think of the hidden cost to you when your email goes to a spam folder and never reaches your intended recipient?
So, if you were judging the effectiveness of free email vs free social media… neither one will bring results so that comparison is probably moot.
They are both an investment in Time and time costs money.
OK, so now what should you invest your time in? Social Media or Email Marketing?
If you are asking this question, it tells me you don’t know your customers or clients. Face it, most of you small business owners have poo-poo-ed SoMe and Email.
Why don’t you let your customers tell you where you should invest your time?
- Have you noted whether your customer is tapping away on a mobile while they are waiting in line?
- Have you asked them what platforms they use?
- Have you invited them to join your email subscriber list?
Stop being an employee of your own business and market your business. How?
- Find out which Social Media platforms are appropriate for your business and demographic – Start with one and do well, then move on to others.
- Invest in an email service that fulfills your needs for marketing and has integrated social media tools for efficiency and broader distribution that will attract new subscribers. (want to play around with one for free for 60 days? Click here!
- And pay Freaking attention to where your customers live online! ASK THEM. SURVEY THEM. TALK TO THEM.