Why List Building is the Key to Long-Term Business Success

  • Kevin Toney - the Marketing Coach
  • Business
  • January 22, 2025

For years, I’ve been advocating for businesses to prioritize list building over chasing followers on social media platforms. While social media can be a great tool for engagement, it’s not a reliable foundation for long-term success. Instead, focusing on building a database of customer and prospect information—such as email addresses and mobile phone numbers—offers more control, stability, and results over time. Let’s explore why this strategy is essential and how you can get started today.

Why List Building Matters More Than Social Media Followers

Social media platforms are constantly changing. From algorithm updates to unexpected outages, businesses relying too heavily on these platforms are putting their customer relationships at risk. Here are three reasons why list building should take priority:

  1. You Own the Asset: Unlike social media accounts, your email list and phone number database are assets you fully control. On platforms like Facebook or Instagram, you’re essentially renting space, which can disappear or change terms overnight.
  2. Direct Communication: With an email or phone number, you can connect directly with your customers on your terms. Whether through email campaigns or text messages, your message reaches their inbox without worrying about competing with social algorithms.
  3. Long-Term Stability: A robust customer list isn’t just a marketing tool—it’s a business asset that adds value to your company. Unlike social media metrics, which fluctuate, your list grows steadily and becomes a reliable source for leads and sales.

Common Misconceptions About List Building

Many businesses believe that likes, followers, and engagements are the ultimate indicators of success. However, these metrics are often misleading. High engagement on a post doesn’t guarantee a sale. Worse, it leaves you at the mercy of platform algorithms to connect with your audience.

Social media should supplement, not replace, your marketing efforts. For example, you can use platforms to drive traffic to a landing page where users can subscribe to your email list or opt in to receive text updates.

How to Get Started with List Building

Building your list requires time and patience, but the rewards are well worth the effort. Follow these actionable steps to create and grow a high-quality list:

  1. Create Valuable Offers: Provide incentives for customers to join your list, such as discounts, free resources, or exclusive content. Make the value clear and irresistible.
  2. Leverage Your Website: Use pop-ups, landing pages, and forms to capture contact information. Ensure the process is simple and user-friendly.
  3. Promote on Social Media: While social media shouldn’t be your main focus, it can still be a great way to encourage users to subscribe. Use call-to-actions in posts, ads, and stories to drive traffic to your signup forms.
  4. Incorporate SMS Marketing: Collect phone numbers and offer value through text messaging campaigns. SMS marketing boasts high open rates and immediate engagement.
  5. Deliver Consistent Value: Once someone joins your list, nurture the relationship with relevant and valuable content. Regular communication builds trust and keeps your business top of mind.

Real-Life Example: Turning Outages Into Opportunities

When a social media outage occurred a few years ago, many businesses found themselves struggling to communicate with their customers. Those who had a strong email or SMS list were unaffected, able to quickly send updates, promotions, or reassurances to their audience. This example highlights the importance of not putting all your eggs in one social media basket.

Conclusion: Take Control of Your Marketing

List building is one of the most effective ways to create a stable and successful business. By prioritizing email and SMS marketing over social media metrics, you gain more control, build a valuable asset, and ensure your business’s growth over time. Social platforms have their place, but they should be a tool—not the foundation—of your marketing strategy.

Start implementing a list-building strategy today. Your future self will thank you for creating a sustainable and direct line of communication with your customers. Ready to take the next step? Contact me to learn how to build your list and grow your business the right way!


Kevin Toney is “the Marketing Coach” He helps small businesses and sales professionals attract new customers, boost repeat business, and generate a steady flow of referrals. Book your FREE 40-minute marketing strategy session today to uncover your business’s hidden growth potential! You could be losing hundreds of dollars in sales due to marketing blind spots. Don’t wait—visit MarketingCoaching.ca to get started.

 

Summary

TDS NEWS