The approach I take in my business and advise client’s to take is that newsletters in full-access view shouldn’t be shared across social media BUT invitations to join the mailing list always should be posted and posted regularly.
The money to sustain a business is in the mailing list because any social media site can close their doors without notice or go out of trend taking all of your fans/followers with them. If you have someone on your mailing list your business will always have their subscribers regardless of what happens to a social media site. Your list is yours and no one can take that away from you…ever. While it’s important to build relationships with those on the various social sites it’s ideal to lead them to each business via a mailing list. Social media numbers are good but if that person doesn’t become a subscriber the numbers on a social site are only vanity numbers and don’t bring in dollars to a business or convert to sales in some form.
Having 600 or 1,000, or 5,437 followers on a Facebook page (or any social medium) and 800 subscribers on your newsletter is unbalanced. It may sound impressive to tout a high number of fans or followers but the proof is in sales. Lots of lookie-loos in the window won’t sustain your business for too long. When it comes time to hang the Closing Business sign because few are buying but many looked is too late. Don’t get caught up in vanity numbers because they don’t hold much value in the end.
Ideally, everyone should opt in to get on the mailing list to read your newsletter. If it’s shared publicly there is no reason to get on the mailing list – they are getting the benefits without your business knowing who they are or being able to connect with them personally.
Think of it as someone slipping in the side door of a movie theater to watch the show and scooping handfuls of popcorn from the tub their neighbor is holding. Then the person leaves before the lights come back on. The person got the benefit of entertain, enlightenment, and nourishment without being acknowledged by the host (the movie house manager). The movie house manager always wants to earn that ticket sale [the ticket sale sustains their business] and demonstrate outstanding hospitality when someone is their guest at the theater with hopes that this person will return and possibly bring a friend the next time.
Those not on the mailing list they aren’t getting sales messages, vital information and news, or anything else that will place them in your sales funnel and bring them closer to becoming a paying customer.
One more important point to note: treat your list like the treasure it is. Give your list the first notices of your news, information, and sales. These people are your warm leads. They stepped up and said, “I want to keep in touch. Your business interests me. I want to be in the loop.” Doesn’t that alone warrant some perks? I think so.
I suggest sharing first on your list. Wait a day (or a few) and share across social media. Let those on social media know that your list is where they want to be. Your list has elite positioning to get your first announcements. You’ll notice a shift and more subscribers. Also, everything that goes out to your list doesn’t need to be distributed other places. Some things can be reserved for only those closest to you, who subscribe.