Own your own database and stop relying on Instagram and Facebook
It all used to be so different. You could post to your Facebook or Instagram timeline and anyone who followed you would see your content. We stopped thinking about building our own databases because Facebook and Instagram did it all for us.
Then Facebook (who own Instagram), started to throttle the reach of our posts.
They said they only wanted your followers to see ‘the good stuff’. So they’d show your content to a small number of your followers before they decided if it was good enough to be seen by more of your followers.
If you wanted it to be seen by more you could pay to boost the content, and it was a slippery slope…
Now, without paying, your Facebook content will be seen by somewhere between 1% and 5% of your followers and Instagram is falling hard, and around 10-25% of your followers will see any of your posts.
So many people neglected to use email to market themselves but email still works better than anything else.
Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
The great news is that thanks to tools like Postie, building and sending email campaigns isn’t as hard as you might think.
Sending email campaigns gives you:
- Uncapped audience reach, so your best customers will see what you want them to see
- Focus – the temptation to scroll to the next post is nowhere near such a big issue on email as it is on social
- The ability to drive clicks and traffic to your website.
Building campaigns can be daunting but this is made easier thanks to tools like:
Mailchimp – that gives you everything you need to build a campaign from scratch, and
Postie – that builds emails for you using your most popular content from Instagram that you can quickly and easily review and edit.
You don’t need to have thousands of people on your database to start sending campaigns. If you can quickly and easily build campaigns, you can use email to ensure you’re looking after your most important customers.
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