Facebook crash highlights top marketing priority


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Clarisse Harris.

By Clarissa Harris, Executive Director of True Tribe

Here we go again. One of the world’s largest social media platforms, Facebook, along with Messenger, Instagram, and WhatsApp, suffered another global outage, leaving many marketers (including myself) congratulating themselves for pushing their customers on mailing lists a long time ago.

What appears to have happened in the timeline of a PR nightmare following a 60-minute interview with ex-employee and whistleblower Frances Haugen a day ago, where leaked internal documents revealed As the monolithic app was aware of the damage its services were causing, there’s one top priority marketers need to focus on. And that’s a mailing list.

For those who haven’t started building a mailing list, let this Facebook outage be a clear warning. You don’t have as much control over your social media marketing as you might think.

If past events have taught us anything, outages like these are becoming common, with the most recent two occurring in March and July of this year. Even though they last a few hours, they have the potential to shake up ad campaigns, scheduled posts, and contests, not to mention access to third-party apps that require Facebook logins. It’s also fair to say that crashes like this can’t happen on other platforms.

By not thinking about an email marketing strategy, you put yourself at serious risk of not being able to communicate with your audience, access or view important data to continue your business operations. And if you still need to be convinced, here are 5 reasons why you need to build an email list.

1. Your audience is yours
If a social media platform decides to limit what content is shown to your audience (remember the Facebooknews ban?), You have a personalized list you can fall back on.

2. It has an incredible return on investment
Recent statistics from Litmus have revealed that, on average, email campaigns generate a return on investment of $ 42 for every $ 1 spent, making it one of the most effective marketing methods.

3. It drives traffic to your website
The main call to action in an email is to click off the page and click on a news item. Make sure the landing page is optimized and that you get a steady flow of traffic.

4. You can use audience statistics
For ads on Facebook (when it works) and Pinterest, you can upload your email list to create real or similar audiences to target new customers with similar demographics, interests, and behaviors.

5. It’s free (for the most part)
If you’re starting from scratch, there’s a good chance your list has humble beginnings. You can sign up for a free plan with Mailchimp, HubSpot, Omnisend, and ConvertKit.

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