In the land of digital marketing, social media platforms have become indispensable tools for micro-businesses to reach and engage with their audience. However, relying solely on these platforms can be risky, as recent outages and disruptions have demonstrated. When large social platforms fail, like what happened to Facebook, Instagram and LinkedIn, it can have significant repercussions for micro-businesses, from loss of visibility to disruptions in communication with customers. Some leaders I follow in this space have recently, to no fault of theirs, inexplicably lost years of content when their accounts were unexpectedly shut down. None have recovered their accounts yet, even with thousands and thousands of followers and years of generating traffic and quality content for the platform.
To safeguard your micro business during such events, it's essential to adopt proactive strategies and diversify your digital marketing efforts.
1. Build a Robust Website:
Your website is your digital headquarters, providing a centralized platform that you fully control. Invest in creating a user-friendly website that accurately represents your brand and offers valuable content to visitors. Ensure that your website is mobile-responsive and optimized for search engines to enhance discoverability.
2. Cultivate an Email List:
Email marketing remains one of the most effective ways to communicate directly with your audience. Encourage visitors to subscribe to your email list through incentives such as exclusive discounts or valuable content. By building a loyal subscriber base, you'll have a direct line of communication that isn't reliant on external platforms. An easy option is MailChimp.
3. Diversify Social Media Presence:
While it's essential to maintain a presence on popular social media platforms, don't put all your eggs in one basket. Diversify your social media presence across multiple platforms to mitigate the impact of a single platform failure. Focus on platforms that resonate most with your target audience and allocate resources accordingly.
4. Harness the Power of Owned Media:
Owned media refers to content assets that you create and control, such as blogs like this one, podcasts, or video channels. By consistently producing high-quality content, you can attract and retain your audience independent of social media platforms. Leverage owned media to establish your expertise, build trust with your audience, and drive traffic to your website. Read more about this in our other post.
5. Stay Agile and Adaptive:
In the face of social platform failures or disruptions, agility is key. Stay informed about emerging trends and alternative platforms that may offer new opportunities for reaching your audience. Be prepared to pivot your marketing strategies and adapt to changing circumstances swiftly.
6. Monitor and Measure Performance:
Regularly monitor the performance of your digital marketing efforts across various channels. Analyze metrics such as website traffic, email open rates, and social media engagement to identify trends and areas for improvement. By staying data-driven, you can make informed decisions and optimize your strategies for maximum effectiveness.
7. Cultivate Community Beyond Social Platforms:
Build a sense of community around your brand that extends beyond social media platforms. Engage with your audience through online forums, industry groups, or local events. Foster meaningful connections with your customers and advocates to create a strong support network that can weather any platform disruptions.
While social media platforms are valuable tools for micro-businesses, they should be part of a comprehensive digital marketing strategy rather than the sole focus. By diversifying your online presence, investing in owned media, and cultivating direct communication channels with your audience, you can protect your micro business and maintain resilience in the face of social platform failures. Stay proactive, agile, and focused on delivering value to your customers, regardless of external disruptions.
If we can help with any of these directly or point you to outside resources, like business coaching from one of our favorite entrepreneur resources here, we are happy to do so- get in touch!