Email vs. Social: Where Should You REALLY Focus?

Why is email marketing absolutely essential for your business?

I know, I know, everyone talks about email marketing, but it's worth hearing me out, especially if you're feeling frustrated with social media.

Table of Contents

My Social Media Wake-Up Call

Up until 2021, I was all in on social media. Facebook and Instagram were my go-to platforms. I was doing all the “right” things:

creating a free Facebook group,
going live,
posting consistently,
asking questions,
sharing content – you name it.

But around the time Covid hit, things started to shift. Meta (aka Facebook) really started messing with the algorithm, and organic reach took a nosedive.

Suddenly, my newsfeed wasn't showing me what I actually wanted to see – updates from the people I genuinely followed, in real-time.

That's when I realized: this isn't working for me, either as a user or as a business owner.

The diminishing returns were becoming obvious.

Visibility vs. Discoverability

Here's a crucial distinction I learned: social media is a visibility strategy, NOT a discoverability strategy.

Think about it: when you search on Google, Bing, or any search engine, are you seeing Facebook posts, Instagram reels, or LinkedIn posts in the top results?

Nope.

You're seeing blog posts, articles, YouTube videos, Pinterest pins – content that lives outside of social media platforms.

Social media is great for showing up for people who already know you. 👋

But it's terrible for attracting new people who are actively searching for solutions you offer.

The ROI Reality Check

This is where I want you to get really honest with yourself.

If you're pouring time and energy into social media, are you actually seeing a return on investment (ROI)?

Track your data!

Are your social media efforts leading to:

New email subscribers?
Actual sales?

If you're not seeing those results after 30 days of consistent effort, it's time to seriously question why you're prioritizing social media over everything else.

I'm not saying to ditch it completely, but… are you using your time as productively as possible?

Are you focused on the activities that actually make you money?

The Power of Email: Know, Like, and Trust

Now, let's flip the script and talk about email.

When you use email consistently – sharing valuable content, just like you would on social media – the ROI starts to climb.

It might take a bit longer (think 30-90 days to see significant results), but the payoff is HUGE.

Why?

Because email allows you to build the “know, like, and trust” factor much faster than social media ever could.

You're in direct contact with your audience, in their inbox, building a real relationship.

The Ultimate Ownership

And here's the biggest reason to prioritize email: you own your email list.

You do not own your followers on social media.

Your account can be shut down at any moment, for any reason (and I know several people this has happened to!).

All that hard work building a community… gone in an instant.

The recent TikTok scare should be a wake-up call for anyone relying solely on social media.

With email, you're in control.

You have a direct line of communication with your audience, regardless of what happens with social media platforms.

The Bottom Line

Look, if you love social media and it's working for you, that's fantastic!

But please, please don't ignore email.

It's the foundation of a sustainable, thriving business.

It's where you build genuine connections, nurture your audience, and ultimately, drive consistent sales.

🤔 So, what are your thoughts? Are you ready to give email marketing the attention it deserves? Let me know in the comments!