Social media dominates corporate communication, becoming vital for companies to develop their own communication channels, such as newsletters. Relying solely on social media, with its unpredictable algorithms, can result in instability and uncertainty, compromising the delivery of content to consumers.
According to Fabio Jr. Soma, an innovation specialist and creator of the M.A.G.O. Method, which helps entrepreneurs and content creators succeed with their newsletters, explains that by investing in proprietary channels, companies ensure that their messages reach their audiences directly, without third-party intermediaries.
A practical and cost-effective example is newsletters. This type of content allows for a closer and more personalized relationship with customers. “In this way, companies can build a base of engaged subscribers, interested in receiving updates and offers. This channel strengthens customer loyalty and increases sales conversion chances,” the expert points out.
Unlike social media, where reach is often limited by algorithms, a proprietary channel allows the company to decide what, when, and how to communicate, without external restrictions or filters. “Furthermore, newsletters give companies greater control over the published content,” emphasizes Soma.
The independence of social media also means that companies are not at the mercy of sudden changes in platform policies, which can negatively impact content visibility. ‘Businesses can monitor open rates, clicks, and conversions, adjusting their communication strategies to better meet the needs and interests of their audience. This level of information is invaluable for the growth and continuous improvement of marketing practices,’ points out.
The specialist points out seven advantages of investing in newsletters.
Total control over the content: By using their own channels, companies have complete autonomy to define what will be communicated, how, and when. This allows for a strategy more aligned with business objectives, without depending on external platform rules;
Brand strengthening: By developing a solid presence on their own channels, such as newsletters, blogs, or proprietary platforms, the company creates a more direct bond with its audience. This connection strengthens brand perception and generates greater loyalty among consumers.
Long-term cost reduction: Investing in own channels may seem more expensive initially, but over time, the dependence on paid media and third parties decreases. This leads to savings and a more sustainable return on investment.
Exclusive data: With own channels, the company has access to more comprehensive data about its audience, such as reading habits and engagement. This allows for more precise adjustments in communication and marketing strategies, improving performance.
Independence from algorithms and platform changes: Relying on third-party platforms means being vulnerable to algorithm and rule changes. Own channels ensure that the company maintains its reach and direct communication, regardless of these variables.
Building a loyal audience base: By focusing on own channels, the company builds a community that chooses to receive its content, increasing the quality of interaction and the relevance of the target audience.
Possibility of monetization: Own channels, such as newsletters, can be transformed into sources of income through subscriptions, advertising, or even as part of a sales strategy. This opens up new revenue opportunities without intermediaries.
