Let me know if this sounds familiar: Facebook experienced an outage on its platform. Instagram and WhatsApp are having issues. LinkedIn is not allowing you to post content. You can't access your Twitter account, and you have no clue why.
During times of outages and unexpected hiccups, users have issues posting, commenting, and accessing content. For entrepreneurs who use social media for their business, this should be a blaring wake-up call.
Scrolling through your feed, you're likely to notice entrepreneurs talking about outages and how they were affected. Like in times past, their business is heavily dependent on organically posting on social media for some entrepreneurs. So every outage is a reminder of time-tested business principles.
There is no doubt businesses lose revenue with these outages and unexpected losses of access. For those who pay for advertising, their ads aren't reaching potential customers. Those who rely on posting in their Facebook groups, personal pages, and Instagram lose revenue because they can't use the strategy they've always used.
There are lessons to be learned. Just like companies that relied on SEO before Google started making algorithm changes, you can't build the foundation of your business on someone else's platform. Your marketing plan should not rely too heavily on one primary strategy.
Build Your Foundation In The Places YOU Own
In this digital age that we live in, you need two important assets to build a thriving business. You need a website and an email list. These are assets that are yours. When you create the foundation of your business and its marketing on other people's platforms — such as social media — you are giving up control of your business.
Your website is where you should send potential consumers to see your expertise and start the process of knowing, liking, and trusting you. They should be able to sign up for your email list because they might not be ready to buy at that moment. With them on your email list, you can nurture and add value through your content. That's what will lead to the sale later.
Diversify Your Growth Marketing Strategies
A strong growth marketing plan mixes in many elements and mediums. It's not reliant on any one thing, because as we've seen, that can be dangerous.
Social media marketing is essential because there are billions of daily users. However, even within the realm of social media are different ways to market. For example, you can pay for ads, post organically, use Facebook groups, use Live video or chatbots. The list could go on.
Effective marketing happens with clarity. You have to know who you're trying to reach and what problem you'll solve for that group. You then look to where that audience frequents, and you create messages to reach them.
You choose the mediums and platforms that make the most sense for your business. But, you add layers and diversify your plan. Don't rely on any one thing. Create a growth marketing plan that survives outages or worse. If you're going to experience exponential growth, it will require more work and thinking long term.
Invest Energy and Resources Into Audience Growth
The ability to reach your audience will determine the success of your business. The way you grow that audience is the difference between growth or stagnation. To succeed, your audience must grow. The efforts you make into building your audience will add dollars to your bottom line.
Put out free content that educates your audience. They will share it and invite others. Train in the places where your audience frequents online and offline — be active in your outreach efforts. Leverage others who have audiences with joint partnerships and training.
When an outage happens, your business won't be affected because you've built your audience in multiple places and ways.
If your business has been affected by a social media outage, heed the wake-up call. It's time to build on a foundation that's yours and won't be affected by third parties. Build your business with a diverse marketing plan and create multiple revenue streams.
If your business has not been affected, keep doing the work that builds every part of your business. Leverage growth marketing to its full potential.