The Social Media Trap
Or how to avoid giving away your audience
When you're evaluating your marketing channels, what percentage of your efforts are focused on social media?
How much of your time is spent crafting the perfect LinkedIn article or curating an Instagram post?
"But it’s free!" you might say. Think of the millions of people with accounts on these platforms. All of them could be potential customers, and marketing to them won’t cost you a cent. Sounds incredible, right? Why wouldn’t you want to channel your energy into social media marketing?
All of that is true. However, how much do you really know about your followers? If you needed to contact them, how easily could you do it? And how many do you think would respond? If your account on a certain platform were suddenly shadow-banned, deleted, or affected by an algorithm change that made your posts invisible, how much would it cost your business?
When I think about my social media channels, I’m acutely aware of how fragile my connection to my audience is. Some of my LinkedIn followers came through networking events I attended. I have drawers full of business cards I can’t bring myself to throw away, just in case they become useful if my LinkedIn account were to suddenly disappear. It’s unlikely, but not impossible.
As for my Facebook and TikTok followers, analytics show they’re scattered across the globe, and I have no direct access to most of them. The exception is those who signed up for a freebie I offer, which allows me to collect that all-important email address. I’ve started making this the only link in my bio because I know that if I include multiple links, followers are less likely to click on any of them. Aside from that lead magnet, my only other option is to message followers individually with an irresistible offer to join my list.
Email, however, remains king. Despite all the other ways to attract attention, email connects you directly to your audience in ways that social media never will. Acquiring email addresses is like striking gold, no matter how tempting it is to believe that millions of followers equal success. While having a large number of authentic followers can bring in sponsorships and brand deals, the real value lies in owning a substantial email list. This is because an email list belongs to you. No algorithm, no platform changes, and no tech executive can take that away.
This is why platforms like Substack are gaining traction. They allow creators to grow their audience on social media while acquiring subscribers that you own. You decide whether to reach all subscribers or just those with paid subscriptions. What’s more, you can export all your data, including posts and subscriber information, regularly and without relying on a platform like Meta to do it for you. (If you’re on Substack, I encourage you to export your data weekly!)
Beyond Substack, what other methods can you use to gather email addresses from potential customers?
If you’re a market trader or host in-person events, the simplest approach is a sign-up sheet. Create a table with three columns: name, email address, and “how did you hear about me?” (It’s always useful to know this.) When people engage with you, whether they’re browsing your stall or attending your event, you can invite them to sign up for special offers, updates, or news about upcoming events.
For service-based businesses, offering a lead magnet can be an effective strategy. This might be a free PDF that provides value to your audience. For instance, on my Sex Advice for Seniors Substack, I offer a free download titled Top 10 Most Overlooked Secrets to Better Sex for new subscribers. Similarly, Mark Elliott offers a Business Owners Self-Audit Checklist on his website. Many eCommerce sites also use pop-ups that offer a discount to new customers in exchange for signing up for their newsletter.
Alternatively, consider hosting a webinar or online event where attendees must register with their email address. Make sure to request permission to use their email for future communication.
Finally, you can leverage FOMO (Fear of Missing Out) to incentivise sign-ups. Create urgency by offering a limited-time discount, exclusive spots on a course, or early access to a product.
So, what tempting offer could you create to grow your email list?
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