All too often, marketers get sucked into the latest trend or buzzword in the industry. This can be especially problematic for digital marketing agencies, who can easily convince themselves that everything they do needs to be digital. But as powerful as social networks are to the modern business, a digital marketer cannot neglect emails and phone calls if they hope to give their clients an edge over the competition.
The Social Networking Trap
Social networks are a powerful place to expand your reach and your customer retention, as long as you understand that your presence on Facebook or Twitter should serve a single purpose: to grow your real audience. It’s all too easy to get hung up on the number of “likes” or “tweets” when, in reality, these rarely correlate with any meaningful business metrics.
Far more important are the number of impressions, and the number of repeat impressions, assuming what you care about are sales, and repeat sales.
We’ve worked with an enormous number of clients and our own eCommerce sites, and the results are always the same. The “size” of your following on social networks doesn’t matter. What matters is how many times those followers actually see your brand or, better yet, interact with it. And the truth of the matter is, that happens less often on social networks than it does in email.
In fact, many major social media “gurus” agree. Experts like Chris Brogan, Marcus Sheridan, Joe Pullizzi, Mark Schaefer, and many others have stated that growing an email list is more important than growing an audience on social networks.
The reasons for this are clear. Nobody goes through every single post in their Facebook stream to make sure they didn’t miss anything. But most people will, at the very least, see the subject line of every email they receive.
People spend more time on social networks than in email, and the activity is more visible, but if you aren’t trying to transition these users over to email, you aren’t trying to build a repeat viewership.
Outreach Without Email and Phone isn’t Outreach at All
Every modern digital marketer understands the importance of building relationships online, and influential relationships are the ones most worth building. But if you think you can build an influential relationship without picking up the phone or at least opening up Outlook, you aren’t going to get very far. Facebook and Twitter still don’t lend themselves to conversation the way that the phone does, nor do they give you the space you need to send a detailed message the way that email does.
You can’t build solid relationships if every conversation you have takes place in public. Most people feel more comfortable interacting on email or phone if the goal is to have a conversation with any kind of depth. Facebook is better suited to sharing videos and photos and brief comments. It’s not a good place to build relationships.
No modern marketer can ignore the reach of social networks, but if they hope to transition that reach into influence, they’re going to need to type an email and, yes, pick up the phone in order to achieve their goals.
Original Source: http://www.localsurgemedia.net/seo/why-email-and-phone-still-matter