Are you spending MORE TIME building your mail list and bonding with your readers than promoting your blog on social media, networking and commenting on blogs? You should be. Here’s why.
There is a lot of literature “out there” about why building mail lists is so important.
I haven’t read a single one of them.
Because to me, it’s completely obvious. Because I got burnt early on.
Your Mail List is the Only Source of Traffic within your control
I learnt the hard way. Early on when I started my blog in May 2014, my Facebook page was hacked which meant zero reach and no new followers. It took 6 months to sort that problem out. Then my Pinterest account was “ghosted” in August 2014, which was my #1 source of traffic at that time and decreased by 70% overnight. (PS I did manage to get the problem sorted, but it took a couple of weeks then months before Pinterest traffic levels picked up again.)
If you look at your sources of traffic, how many of them are completely under your control?
Are you building your blog ENTIRELY on rented land????
Ask yourself these questions:
1. If Google changes search algorithms or you have an issue with your SEO optimisation plug in and recipes that previously ranked highly are suddenly buried on the 50th page of search results, how will that affect your daily traffic?
2. If Pinterest shuts down, or your account is hacked or blocked and you no longer receive referrals to your site from Pinterest, how will that affect your blog? Same with all other social media channels – Instagram, Twitter, Facebook, Stumble Upon, G+.
Or what happens when a social media platform falls from grace? Like Stumble Upon, which used to be far more popular than it is today.
3. How much traffic do you get from recipe sharing sites, like Yummly, FoodGawker and Taste Spotting?
With the exception of your mail list, the thing that every single source of traffic has in common is that they are not within your control.
Which is why you should be spending more time building your mail list than on any social media channel, submitting to recipe sharing sites and groups, networking with other bloggers, and blog commenting.
Long Term Readers Are More Valuable than Drive Though Traffic
In addition to control, the other reason why mail list subscribers are so valuable is because they are long term, repeat readers, as opposed to what I call “Drive Through Traffic”, being people who happened to see a pin they liked and popped over to your blog to grab a recipe.
I don’t need to go into details here, it’s obvious why mail list subscribers are more valuable to your long term blog growth than Drive Through Traffic. They will share your posts, they will tell their friends, they will engage with your blog.
Mail list subscribers are gold. I get a nice bump in my traffic for each new post I do from my mail list subscribers.
Email is the BEST form of engagement
What’s the first thing you do when you wake up in the morning or get to your desk?
Check your emails.
There is no better way to engage with your readers than by email. Instagram is fleeting. Tweets are forgotten. Facebook’s reach is so dismal nowadays, it’s not on my radar. Pinterest is about as impersonal as you can get.
Sure, you can set up emails so new posts are automatically sent out with automatic subject headings and no personal message. But even your new posts themselves are a helluva lot more personal than anything you see on social media…..
And the beauty of your mail list is that you have the option to engage with your readers on a VERY personal level by writing personal messages. This is how I choose to do it.
Which leads me to my next point….
There is no better form of promotion
Whether you are promoting your content or, even more important, something you are selling, there is simply no better potential client base than your Mail List.
I haven’t started selling products on my blog….yet.
Watch this space!
What I do know is that my Mail List is my key potential customer base. And I can’t wait to start tapping into it!!
I Spend More Time on Building My Mail List and Nurturing My Readers Than Any Other Form of Blog Promotion
That includes every single form of social media, recipe sharing sites, networking with bloggers and commenting on blogs.
Does that surprise you?
Shifting my focus from social media to building my mail list and connecting with my non-blogger-friend readers has been instrumental for why my mail list has been growing at almost 70% per month for the last 8 months (since September 2014).
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