In the world of marketing, quantification is important.
You need to be able to tie your campaigns to tangible results, and to do that, we use a variety of different metrics.
They can include things like Facebook likes, website traffic, or ebook downloads.
But some metrics matter more than others, and it can be all too tempting to get caught up in “vanity metrics” that look good on paper, but don't really matter for your bottom line.
In this video, Greg Rollett puts forth an unusual proposition: that there's only one metric that really matters, and that's email subscribers.
Email is one of the most consistently profitable online marketing channels, and growing your email list can be the key to expanding your profits.
Social media friends and followers are good to have, but they're often vanity metrics that only distract from your real goal: making more sales.
In Rollett's experience, social media audiences just don't convert the way email subscribers do.
Check out the video to get the full story.
Source: Entrepreneur
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