Marketing

How to Use Social Media to Build Your E-mail List

Your strategy should be about much more than likes and shares.

Source: Ani_Ka / DigitalVision Vectors / Getty

When Facebook implemented its latest algorithm switch, some businesses panicked. It was easy to foresee a future where getting your followers to see your content authentically would be impossible. How could companies promote new products, make announcements, and serve their clientele if their followers weren’t going to see their updates in their feed? But the businesses that were able to keep calm amidst the chaos were the ones who had instead been focused on their e-mail list.

Building an e-mail list is an essential bedrock for every business. Your social media strategy shouldn’t revolve around likes and shares; instead, it should be focused on doing something that actually affects your bottom line. An e-mail list is much more powerful than a strong social media following: with e-mail marketing, you’re able to step directly into your client’s e-mail inbox with no algorithm in place. Also, social media platforms are apt to close at any minute! Think of all of the companies and influencers who built large audiences on Vine—poof. Gone.

Here are a few ways to use social media in order to build your e-mail list:

  • Promote an opt-in. Whip up a free guide that’s related to your product or service and share the landing page for that guide across your channels. For instance, if you’re a yoga instructor, a guide on 5 Popular Yoga Poses and How to Do Them could resonate well with your audience and allow you to collect e-mail addresses.
  • Host a giveaway. People love free stuff, whether it’s a coupon or a product. You can even offer multiple entries if people share your post on social media, which will further your reach.
  • Add calls-to-action in your bios. For instance, in your Instagram bio, encourage people to head to one of your most popular blogposts. Within that blogpost, provide a downloadable content upgrade.
  • Add a sign-up button to your Facebook page. At the bottom of your cover photo, you have the option of providing a button that will ask people for e-mail addresses. If you have a large audience on Facebook, this is a simple way to direct them off the platform and onto your list.

No matter how you go about it, utilizing social media to build your e-mail list is a must. In today’s algorithm-heavy world, you want to find a way to land in people’s inboxes, not be down 10 minutes of scrolling on their newsfeed.