Own Your Lead Flow (Despite Algorithms)

The Problem with “Borrowed Audiences”

• The Pay-to-Play Model: Social media algorithms prioritize a “pay-to-play” model, prioritizing those contributing to ad spend, making it impossible to keep lead consistency without increasing your budget. 
• Unpredictability: A top-ranking topic or post can easily disappear tomorrow, making it hard to accurately predict how many people will even see your product launch or announcement online. In turn, it makes inventory and resource planning a guessing game. 
• Lack of Access: Other platforms “own” your followers, giving them control over your audience and limiting customer insights into their behavior and preferences, making it hard to determine their overall loyalty over time (also known as customer lifetime value).

How to Turn Subscribers into Business Equity

1. Lead with “Advice-Selling”: Share a quick tip or some industry insight that helps your reader solve a small problem as opposed to just sending discount codes. By providing value first, you build the authority you need to close higher-value deals later.
2. Protect your Sender Reputation: Remove non-engaging subscribers to clean your subscriber list periodically. This tells email providers that recipients want your content and ensures it’ll land in your primary inbox.
3. Segment Your Email List by Interest: Send hyper-relevant content to people categorized by their specific needs to lessen unsubscribes and ensure your offers land in front of people most likely to buy them.

Stability in an Unpredictable Market