It’s not abnormal for a business to make the decision not to serve or work with someone. In fact, I opted not to renew with a client this month myself. I still often see signs at shops that say, “We reserve the right to refuse service to anyone.” Mostly I agree with that. A business should have the final say in what or who they’re willing to support, but when someone as big as Facebook or Google decides they don’t like you what you say or stand for, that denial can have a direct effect on your business or cause, so you have to be cautious.
Google and Facebook are cracking down on the content they don’t deem appropriate for their platforms, key words: “they don’t deem appropriate.” Regardless of your influence or the time and money you’ve invested in marketing through those platforms, if you say the “wrong” thing, they might remove your content or even give you the boot and completely shut you out.
Censorship and Marketing
The problem is that these Big Brother companies are such integral aspects of most marketing strategies that if they decide they don’t like you, you’ll simply lose your audience, who in fact does like you, along with your entire investment into building that audience. You’re out of luck and no amount of appealing to the powers that be is going to get your time, money, or followers back. It is unlikely that you have the deep pockets to take them to court, which is an entirely different additional layer of often unproductive time suck taking you away from your mission.
Here’s the latest instance of a popular channel losing out on a popular video in this case due to Google’s YouTube censorship: Banned Practice: YouTube Takes Censorship to Trans Debate. See the Family Research Council’s coverage of the story.
As Faith-based marketers, we LOVE Facebook and Google for their ability to target your desired audience with impressive specificity and to increase brand awareness in a relatively short span of time. They also provide useful metrics throughout your various marketing campaigns. But ultimately, we continue to recommend that your first goal in audience building is your EMAIL LIST.
The Stats on Email
Email is still one of the most affordable and easy-to-use communications methods, not to mention a crucial marketing tool. With a substantial and targeted email list, you can run incredibly effective campaigns to build your brand and grow your business.
DMA Insights tells us that 99% of consumers check their email every day and 73% of millennials prefer email to other forms of communication. In 2018, 59% of marketers stated email campaigns provided their biggest ROI. Over 80% of business professionals believe email marketing increases customer retention. More than half of consumers reported that email influenced their purchase decisions.
Cell phone numbers for texting can also be great, and for certain clients, snail mail is still a worthwhile option. In fact, the amount of clutter in your actual mailbox is likely to be less than your inbox these days, so direct mail pieces can have great impact.
The best part is that no one can shut down your direct email, phone, and mail marketing but you. Tell us about your goals and schedule a call to start building a lead base that you can rely on from harvesting the social audiences into your email list.
FrontGate can help you to build your email list with qualified leads who are looking for a product, service, business or ministry brand like yours. We can also help you with snail mail, telemarketing, and of course Facebook, Instagram and LinkedIn.
Contact FrontGate Media today to tell us about your project.