If everybody likes your light, you’re not being authentic enough and you’re not being yourself. The right people will find your light at the right time for them.
Social Media Marketing
There is not which one is best because they are both required. Social media serves two purposes to create content, to garner attention from people that haven’t found you that are finding for the first time, or to create content, to add value to help people who are in your world collectively get more touchpoints and stay connected with you to become a social trigger on top of their brain. To think about you, to have reminders of things that you’ve taught them. To have other modalities in which to consume your content that helps them achieve the goal that they were promised. If they were your customer.
It just so happens that that content on social media also works extremely well for attracting new customers, because you have the word of a mouthpiece, you have the content piece with existing customers sharing it, telling their friends about it, and then new people seeing your light from your lighthouse and being like, you know what? Like this guy’s light or this girl’s light, that’s my color. That’s my taste. That’s my flavor. I want more of it. One important distinction here. It’s not about getting everybody to like your light. If everybody likes your light, you’re not being authentic enough and you’re not being yourself. The right people will find your light at the right time for them. And so that’s what social media marketing is for.
And then what is email for? Email is the backbone of your customer journey. It is an invitation that people give you to have direct access to their homes. See, I use analogies a lot and I’m not the brightest cried in the box sometimes. So this is what I think about it. If you think back to when you walked through the mall, when you were a kid, maybe 20 years ago. You would walk by social media, which you walked by the chicken place and then giving you some teriyaki chicken, you could smell it, you could see it. And there were days that you would taste it and eat it. There were days that you weren’t, and then there were days that you would walk by five times and grab all of it. That’s social media.
The day that you walked by eight at five times and wanted it so bad that you paid, you became a customer, and then they got your email. And so email is basically once you’ve. Created a relationship it’s when somebody has gone through a customer journey and said, you know what I believe in you enough, or I trust you enough, or I feel safe enough for you to have my email, to deliver on the promise that you made to me. And now I’m advocating my safety to you because this is something I need. And you promise to me that you will give it to me. And now I trust and believe that you are going to do everything in your power to take me on that journey, which is why I’m letting you into my home. That is what email marketing is.
Social media is audience building touchpoints, branding, perceived value, and email is fulfillment customer journey, as well as touch points. But email is a value based relationship. Somebody gave you permission to be in a relationship with them and you need to treat it as such. You know, I say this all the time, the definition of marketing is a two way value based longterm relationship. Not a one way dictatorship. And so email is not only important, but it’s required. Social media is not only important, but it’s required if that’s where your customers are.
And I will say one-note because I have a minute left so I can hit time. If your customers are on social media, then you would need to be there. If you want that attention, social media is not required, but if that’s where your customers are hanging out, then that’s where you need to be one distinction. And I will have to do an episode on this. That doesn’t mean you have to be on eight social media presence at once giving it 20% effort. I would rather you be on the one that you are passionate about, or you are good at where your customers are. Giving it a hundred percent of your depth so that they can collect all the touchpoints required to then give you their email address, to escalate them on its journey, and take them where you need to go.