Why You Should Increase Your Reliance on First-Party Data and Communication in 2024

If you run a small business, you likely rely heavily on social media to connect with customers. While platforms like Facebook and Instagram are valuable marketing tools, building genuine relationships requires a direct, first-party connection. Here are four reasons you should resolve to focus more on cultivating first-party data and communication with your audience in 2024.

You don’t own your social media data

While social platforms provide a way to reach people, you don’t have access to crucial customer data and are at the mercy of algorithms. Social platforms decide who sees your content. For example, vocal followers on social media may not actually spend money with you. Quieter customers may visit and purchase regularly but prefer not to actively engage with public social profiles. You may be catering messaging to the wrong audiences while ignoring your best customers.

Direct communication builds real loyalty

Customers who opt-in to hear from you directly via email or text feel like “insiders.” They often view communication as a perk and will remain loyal as you tailor messaging to their preferences. For example, email subscribers love searching inboxes for updates like specials or events. Direct communication also enables you to track data like open and click-through rates. Savvy businesses learn what their audience responds to and refine their message content, design, and cadence. A small number of highly engaged clients are the backbone of a business. Swollen social follower counts don’t guarantee brand loyalty or purchases.

Platforms are unpredictable

As any small business owner knows, social platforms frequently change rules and algorithms. Think all of your followers see your content? Chances are, they don’t. Don’t abandon social, but do stay abreast of best practices for content.

Direct communication channels you own allow you to stay in control. While social works well for real-time updates like changed hours and regular updates, email and text enable reliable connections for promotions and announcements critical to your marketing strategy. Use a regular schedule for email that is not too frequent. Text messages are the most direct tool, but are more intrusive. Use text sparingly and for high-value, timely messages.

Social profiles can disappear

Profiles are often targeted by hackers, employees can leave along with sign-in credentials, and profiles can be removed by social platform providers unexpectedly, leaving you with few options for recovery. Privacy rules and the lack of support options can prevent access to communities and followers. If your entire marketing strategy relies on social, customer connection is lost. Go beyond social and adopt other communication channels used by your customers.

Rethinking your message strategy

In 2024, resolve to take charge of your marketing message with first-party data and communication. While third-party platforms have value, nothing replaces genuine connections with customers. Where should you start? Here are a few easy tactics:

• Collect emails in exchange for gifts or discounts (grow your audience)
• Survey customers to learn communication preferences (meet them where they are)
• Create segmented email or text lists (send the right message to the right people)
• Analyze engagement with messages (learn what works)
• Develop a multi-channel strategy (reduce risk)

The direct route may require more work upfront, but compact, loyal audiences drive real business results over time. What are you waiting for?