Social media has changed the way consumers communicate. It’s opened doors for business owners and created an avenue to reach more potential clients. There are millions of users on social media, which offers an opportunity to convert some of those users into customers.

While this has been good for businesses, it's also created a problem. In the same way that business owners depended on SEO as their main strategy, they're now relying solely on social media in the same way.

Social media platforms are great, but you have to realize that your friends and followers on those platforms are not leads, and not your audience. They are the audience of the platforms that they are on.

So, if you rely too heavily on social media for your audience, and one or more of those social networks decides to make a change, your business may be negatively impacted.

Crystal Paine is an example: A New York Times bestselling author, she lost access to most of her audience, of three million people, when Facebook decided made an algorithm change. It happens every day.

Another issue is that most of the popular social media networks are now publicly traded companies. This means that they have to put their shareholders first. The way that they make profits is by limiting organic reach and making businesses pay to get more.

Instead of focusing solely on social media, consider your email list. It’s the best way to market when you're looking leads. The world could be falling apart, but when you send an email, people can see it if they're signed up for your email list.

There are many ways to boost your conversions through email marketing. Here are four practical strategies to build a strong email list.

1. Get exposure.

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Today, you can send in pitches to the largest websites in the world and get accepted as contributing writers. Large media publications put out a lot of content and are always looking for more that matches their core message.

Having your name and bio out there, with clickable links, can bring immediate and tremendous traffic to your website. Some of those people will sign up for your email list.

Spend time identifying what large publications fit your message. Get a feel for the style and content. Pitch. Get accepted and start delivering value to that publication's audience.

2. Podcasts and shows.

You can share your story and talk about your business in a variety of places. We live in a time where podcasts get as many or more listeners than radio shows. To get interviewed on podcasts, find shows on iTunes that match your message and cold-pitch the podcaster.

You can also sign up for a free service such as Radio Guest List to get a digest of shows that are looking for guests on different topics.

You can also cold-pitch traditional radio shows. Find the ones that will resonate with what you do and convince the producer why and how you can add value to the show. For TV shows, start locally. Contact the associate producer of your local affiliate's weekend morning show and explain how you would add value for its viewers. Tie what you do into a current local event.

For radio and TV shows, you can also sign up for a free service like HARO to get a digest of shows looking for guest on various topics.

3. Joint ventures.

There may be other entrepreneurs who do what you do or something similar but have a larger audience than yours. For example, you could teach about real estate alongside a real estate attorney.

Whatever the case, do a joint webinar and split the email addresses and/or profits if you are selling something. Joint ventures — as long as they are beneficial to both parties — can be a great way to build your email list faster.

You have probably heard the saying, “The money is in the list.” The strategies described here can help you build a list and build it fast. Once you do that, add value through content and don't be afraid to sell.

You can use an email list to add significant revenue growth to your company's bottom line.

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