In the good old days, the person with the biggest rollodex had the most business. Then it moved to email database size. Almost as soon as it did, email marketing became almost absolutely unproductive. Now, it's the size of your Facebook and Twitter reach as well as Google+ that determines how how much traffic your website gets. Then, based on how demographically targetted your follower base is, your conversion rate will either make your business prosper or ummm, not.
This is how that competitor of yours with over 10,000 facebook and twitter subscribers built his follower base: via Top Social Media Agencies.
You'll understand the relevance of the muffin image after you watch the video. =)
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