I have this argument with every one of my clients—doesn’t matter if they’re releasing a record, promoting a project, or building an empire:

When you post an announcement, product or service on social media (Facebook, Twitter, YouTube, LinkedIn, etc.), you can only HOPE that people see it, as they quickly scroll and scan through a hodgepodge of hundreds of other posts—just like you do. However, when you send a weekly email, newsletter or blog directly to your fans, clients and customers you KNOW they’ll see it. And while any marketing plan should include the full use of social media, it’s even more effective when paired with direct, personal, customer/fan engagement.

There’s plenty of marketing research to show that a “direct-to-customer” email campaign is still the most effective way to provoke your followers to visit your site, experience your art, consider your new offerings, and make a purchase. There’s also plenty of market research to show that most people procrastinate when it comes to pursuing direct marketing. Or, they’re in denial and are still under the illusion that “likes” and ‘follows” translate into dollars & devotees.

If you’re in this for the long haul, then experimenting with innovative ways to grow your email list should be a daily priority.

If you’re building a future, then it would be smart to explore ways to reach out, interact and engage with your fans and customers via blogs, videos, podcasts, webinars, etc..

If you’re in this for life, the tools are available and the ideas are endless. And if you can’t figure out how to do this, there are plenty of coaches and consultants out there to guide you. Pick one.

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