On Thursday, March 13, Facebook experienced a breakdown on its main platform, as well as on Instagram and WhatsApp. Meanwhile, users were having problems posting, commenting, and accessing content. For entrepreneurs who use social media for their business, this should be a resounding alarm clock.
As you browse through your feed today, you will probably notice that the contractors are talking about the failure and how they have been affected. As in the past, for some entrepreneurs, their business relies heavily on publishing organically on social media. Thursday’s breakdown is a reminder of the proven business principles.
There is no doubt that businesses have lost revenue with this outage. For those who pay for advertising, their ads have not reached potential customers. For those who rely on their publications in their Facebook groups, on their personal pages and on Instagram, they lost revenue because they could not use the strategy they have always used.
There are lessons to learn. Just like companies that used SEO before Google began to change their algorithms, you can not build the foundation of your business on a third-party platform. Your marketing plan should not rely too much on one main strategy.
Build your foundations on your platform.
In this digital age in which we live, you need two important assets to build a successful business. You need a website and build a mailing list. These are assets that belong to you. When you build the foundation of your business on other people’s platforms, such as social media, you give up control of your business.
Your website is where you should send potential customers to see your expertise and start the process of getting to know, loving and trusting you. They should be able to sign up for your mailing list because they might not be ready to buy at that time. With them on your email list, you can feed them and add value through your content. This will lead to the sale later.
Have a diverse marketing plan.
A solid marketing plan mixes many elements and mediums. It does not depend on one thing, because as we have seen, it can be dangerous. Social media marketing is important because there are billions of daily users. However, even in the field of social media, there are different ways to market. You can pay for ads, publish organically, use Facebook groups, use live video or chatbots. The list could go on longer.
Effective marketing requires clarity. You need to know who you want to access and what problem you will solve for this group. You then see where this audience is going and create messages to reach them.
You choose the media and platforms that best suit your business. But, you add layers and diversity to your plan. Do not rely on one thing. Create a marketing plan that resists outages – or worse. If you want to experience explosive growth, you will need more work and longer-term thinking.
Never stop building your audience.
The ability to reach your audience will determine the success of your business. The way you broaden your audience is the difference between growth levels. To grow, your audience must grow. Your efforts to grow your audience – especially online – will add dollars to your bottom line.
Publish free content that educates your audience. They will share it and invite others. Work out where your audience is online and offline – be active in your outreach efforts. Take advantage of others who have hearings with joint partnerships and training. In case of failure, your business will not be affected because your audience will have been created in several places and in different ways.
If your business has been affected by the crash on Facebook and Instagram, listen to the alarm clock. It is time to build on a base that belongs to you and will not be affected by others. Build your business with a diverse marketing plan and sources of revenue. If your business has not been affected, keep doing the work that builds every part of your business.