Paid ads can be a good way to gain quick visibility, but what happens when the budget runs out? For many businesses, the answer is clear: leads dry up, sales slowdown, and growth hits a full stop.
So, what’s the solution? Enter newsletters – a low-cost, decades old, high-impact strategy that grows your audience, builds trust, and keeps your business top of mind.
The Limitations of Paid Ads
While paid ads deliver immediate results, they come with great risks:
• Short-Lived Impact
Paid campaigns are only as effective as their funding. The moment you stop spending, the leads and traffic disappear. On top of that, the more you spend the better results you get, so it’s a hit to your account too.
• High Dependency on Algorithms
Platforms like Google and Meta constantly update their ad algorithms, making it harder to predict results or keep costs under control. Which leads to various A/B
tests, that may come out of your ad budget set aside.
• No Relationship Building
Ads catch attention, and with a great ad – you may even stop their scroll. But they rarely foster genuine connections with your audience.
Why Newsletters Outperform in the Long Run
Newsletters, on the other hand, are the gift that keeps on giving. Here’s why they’re a game-changer:
• Evergreen Value
A well-crafted newsletter doesn’t expire. It can drive engagement weeks – or even months – after it’s sent. With added credibility in front of your audience.
• Audience Ownership
Unlike social media platforms, your email list is yours. No algorithm changes or platform shifts can take it away, with lower costs to pay.
• Building Trust
A consistent newsletter packed with valuable insights builds credibility and strengthens relationships with your audience over time, turning them into loyal superfans of your business.
Paid Ads vs. Newsletters: A Quick Comparison
Here’s a quick comparison between Paid Ads and Newsletter, to see which works best and when:
• Visibility
Paid Ads are known to provide immediate visibility, while the visibility with Newsletters grows over time.
• Cost-Effectiveness
While Paid Ads bring in immediate attention, they are highly costly and bring in short-term results. On the other hand, Newsletters are budget-effective with a return on investment compounding over time.
• Relationship Formation
Your audience is likely to remember you more and connect with you deeper with Newsletters than Paid Ads, as Paid Ads offer minimal relationship formation compared to the high relationship formation offered by Newsletters.
The Takeaway
Relying solely on paid ads is a risky move for businesses aiming for sustainable growth. Newsletters, however, offer a direct and lasting connection to your audience that doesn’t disappear when the budget runs out. Pairing the two strategies smartly ensures both immediate wins and long-term success.
For more insights on which marketing channel is better for your business, connect with Marketing Moat for weekly helpful guides.
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Resources:
2. Passendo
4. Kit
