What would happen if your most valuable business-driven channel shuts down?
In these recent weeks, I’ve seen many colleagues and brands frantic about Facebook’s bugs and ads being blocked at random.
At each Google algorithm change, a few websites lose part of their organic traffic.
Many Email Service Providers can block even your email list if you’re marked as a spammer.
A change in the law states that you can’t cold-call anyone from now on.
What do you do when this happens?
What Channel can save your brand?
The obvious answer is to diversify. Build up your community and audience in several channels that make sense to your brand.
Having said that, it’s a costly operation and needs a solid strategy, budget and marketing consistency. I would recommend building your solid ground first. A secure hub of channels that you control the most.
1. Your site as a channel.
Even though search engines might penalise you, it’s still where your communication can link to or people who are searching for your brand.
2. Email list is your channel.
A bad reputation might block you, but your list of people who subscribed to your brand remains yours and without gatekeepers. You can do the necessary steps to recover your reputation and workarounds from learning from that experience.
The brand is your most valuable asset since it’s what will connect all the channels between them.
If you invest in your brand, people will search for it when they need your kind of solution or product.
4. Client list.
They’re the ones that already use and consume your product or service. Make them happy. Ask for referrals.
Social media or platforms you can’t control is a high stake ball game. You can have a massive business growth by playing this game, but you might be losing everything from a whim. Act accordingly.
Play the game, but build your solid ground. Makes sense?