Navigating Social Media Changes: Why an Email List is Your Small Business's Secret Weapon

As a small business owner managing your marketing in-house with limited resources, staying on top of the ever-changing social media landscape can feel daunting. Changes in social media algorithms and policies have made it increasingly more challenging to reach your audience organically. This shift underscores the importance of diversifying your marketing efforts. There are two things to stress as priorities to help diversify the marketing tactics you are using for your business.

One item to add to your to-do list is to start an email list, which can serve as a cornerstone of your marketing plan. The other is to put some time into optimizing your Google My Business profile and actively seeking customer reviews as they can help build your audience outside of social media, providing a more stable and direct line of communication with your customers.

Recent Changes in Social Media

In recent years, social media platforms like Facebook, Instagram, and Twitter (now X) have undergone significant changes. Algorithms are constantly being updated to prioritize content from friends and family over business pages, making it harder for your posts to appear in your followers' feeds without paid promotion. Changes in privacy policies and increased competition for ad space have also driven up the cost of social media advertising.

These changes highlight the risk of relying solely on social media to reach your audience. As algorithms evolve, your content's visibility can fluctuate dramatically, leaving you with little control over your communication channels.

While these channels still provide value as part of your marketing plan, they should not be the only tools utilized.

The Value of Starting an Email List

An email list is a direct and reliable way to reach your customers. Unlike social media platforms, where you are subject to algorithm changes and platform policies, an email list gives you complete control over your communication. Starting a list also doesn't mean you need to start sending out monthly newsletters if you don't have the capacity or content to share. This list can be reserved for only the highest-priority communications until you are ready. But if you start making the list before you need it, it will be there when you do.

Email lists offer several benefits:

1. Direct Communication: Emails go straight to your customers' inboxes, providing a direct line of communication. This means you can be sure that your message reaches your audience without the interference of an algorithm.
2. Personalization: Email marketing allows for a high level of personalization. You can segment your email list based on customer preferences, purchase history, and engagement levels, ensuring your messages are relevant and targeted.
3. Ownership: Your email list is an asset that you own. Unlike social media followers, who belong to the platform, your email subscribers are your audience. This ownership protects your business from the volatility of social media changes.
4. Higher Engagement: Email marketing typically sees higher engagement rates compared to social media. With the right strategy, your emails can achieve open rates of 20% or more and click-through rates that far exceed those of social media posts.​

Optimizing Google My Business

Optimizing Google My Business(GMB) is an essential tool for small businesses. A well-optimized GMB profile enhances your visibility in local search results and provides potential customers with important information about your business, such as location, hours, and reviews. Here's why you should prioritize GMB:

1. Local SEO: GMB significantly improves your local search engine optimization (SEO), making it easier for customers in your area to find you.
2. Customer Trust: A well-maintained GMB profile with up-to-date information and positive reviews builds trust and credibility with potential customers.
3. Insights and Analytics: GMB provides valuable insights into how customers find your business, their actions, and how you can improve your online presence.

Asking for Reviews

​Customer reviews are a powerful tool for building your audience and reputation. Positive reviews can influence potential customers' decisions and improve your visibility on platforms like Google and Yelp. Here are a few tips for encouraging reviews:

1. Make it Easy: Provide clear instructions and links for customers to leave reviews. You can include these in follow-up emails, on your website, and in your physical location. A QR code near the register (check out this locally provided option) or on a receipt can be a great option to streamline the process.
2. Incentivize: Offer small incentives, such as discounts or free samples, to encourage customers to leave reviews.
3. Respond to Reviews: Responding to positive and negative reviews shows that you value customer feedback. This demonstrates your commitment to customer satisfaction and can improve your overall rating.

​Diversifying your marketing efforts is crucial in a dynamic where social media changes are constant and unpredictable. Starting an email list, optimizing your Google My Business profile, and actively seeking customer reviews are strategies that provide stability and control over your communication channels. By implementing these tactics, you can build a robust and resilient marketing plan that protects your business and keeps you connected with your customers.