I’ve been working with a couple of clients who are busily promoting Twitter and Facebook. That’s not a good strategy. That’s throwing your leads away.
Especially since, as this article, The 3 Worst Ways Companies Waste Money in Social Media | Social Media Today, points out:
“Facebook is starting to double-tax you to reach your own fans. According to the NY Observer,
‘Facebook acknowledged it as recently as last week: messages now reach, on average, just 15 percent of an account’s fans. In a wonderful coincidence, Facebook has rolled out a solution for this problem: Pay them for better access.’”
You promote your Facebook and Twitter accounts — why?
Please don’t answer: “so that we get Likes and Followers.”
Likes, and Followers, nice as they are, do very little for your bottom line. Yes, they do provide you with some social media proof, but basically you’re just giving your leads away.
You’re giving them to Facebook and Twitter.
I’m sure you don’t want to spend thousands of dollars promoting social media companies, especially since they’ll charge you for promotions you do on their sites.
Why not develop an email list, so that you can collect all those wonderful leads, and promote to them over and over again? For free.
Email marketing works
I convinced my clients to stop doing favors for Facebook and Twitter, and focus on their own email list. Of course, you can still promote your social media accounts, but when you do, understand that you’re giving your leads away.
You have no control over the policies of those sites. Giant social media companies have their own agenda. If you’re going to send traffic to social media sites, make sure that you get some benefits, beyond Likes and Followers.
There are always exceptions…
Every rule has exceptions. If you don’t have any other “home” online — you don’t have a website or blog — then by all means set up a Facebook page or Google+ page for your service, or self-published book, or whatever else it is that you’re promoting.
By all means send your traffic to your page… as well as creating your own email list.
One of my writing students is self-publishing under a couple of pseudonyms. He’s set up a Facebook page for each book, and a mailing list too. I’d tell you the names of his books, but he’d kill me if I shared his niches. :-) When last we spoke, he’s seeing nice increases in sales, as his mailing list grows.