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Key Takeaways Email and social media work best together, not separately. Social media captures attention. Email deepens that interest and produces tangible results.
Email and social media mutually reinforce each other. When one channel underperforms, the other one compensates, making the system stronger and more durable.
A multi-channel marketing system creates sturdy infrastructure, not just flash-in-the-pan campaigns. The results it produces are slow and unglamorous at first, but over time, it compounds into predictable revenue growth.
When I began building my own companies (founding StartupIndex before moving to SaaS tools, including Selzy for email automation), I thought marketing a product was straightforward: Build something valuable, email your customer base and track performance.
When I began building my own companies (founding StartupIndex before moving to SaaS tools, including Selzy for email automation), I thought marketing a product was straightforward: Build something valuable, email your customer base and track performance.
Then the growing number of social platforms increased the noise. Teams abandoned the reliability of established channels as soon as a new platform promised them more reach. New budgets allotted funding to produce more content than ever before. The number of dashboards used to monitor metrics such as impressions skyrocketed. Yet those numbers — for impressions, likes and so on — rarely converted to revenue.
I realized that chasing after every new trend will never result in sustainable growth. You can only capitalize on short-lived spikes in audience interest by tying them back to a stable core that maintains that interest over time.
Social media has its place, but it’s not an either/or choice between social and email. Instead, they are complementary. One in isolation is far less powerful than both working together: Social media is ideal for grabbing someone’s attention. Email provides a way to deepen that interest and produce tangible results.
The problem is not the channel you use
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