The Danger of Relying on Social Media Exclusively as your “Storefront” to your Business.

I wrote this article back in April of 2023. With the recent happenings in the world of Social Media, it makes sense to dust off this post and discuss why it is crucial for content creators and other business owners to have a space they truly own. What would you do if your main point of connection to followers/customers/revenue was all of a sudden gone? I’m looking at you TikTok!

When you have a website for your business, you own your online property or “storefront” vs. renting space on social media.

Think of it like you would investing in a home vs. paying someone else's mortgage as a renter.

Are you relying solely on social media to market your business? Would you rather own real estate on the Internet or Rent?

If you are a content creator, this is so important! You spend your time building a following and churning out consistent content to please the algorithms. Then one day you wake up and all of it is gone. This is a nightmare scenario and something that creators exclusively on TikTok are facing at the moment. On Sunday, January 19th TikTok went dark. It was for less than 24 hours, but as we all know this could be a permanent situation as there is a 90 day window to make a deal or not. If your business is solely relying on social media, you are in fact a “renter” of that space. Unless you have a website with an email marketing component or are on Substack where you own your content and email list, you are at risk of losing your entire following at the drop of a hat. Or new law in the case of TikTok. Social media is a critical marketing platform and a great place to make connections and form new relationships. However, it is owned by a third party in ALL cases.

Wouldn't it be nice to have more control over your content being seen and peace of mind that your hard work creating content has a permanent home ?

The bottom line is every business needs a website. It validates you exist in today's world. Long gone are the days of using the yellow pages to find a service provider or product. Does that age me? Ha! I would also argue that every content creator needs a website. A place where your content is evergreen and owned by you. That could look different based on the type of content you create, but at the end of the day you need one.

#1 - Do you own your content on social media?

The simple answer is NO! You are at the mercy of the platform you are using with tricky algorithms to keep up with, shadow banning and sometimes even account suspensions. I know plenty of business owners who have had their social media accounts hacked and completely shut down losing years of content and hard work. Plus losing their connection with all of their followers who include existing clients and prospective new clients.

#2 - Do you own your website and content?

Yes! Think of your website as real estate you have purchased online. You buy and own a domain unique to your business. You own the content you place on your website and if you build it to speak to and reach your ideal client, it will drive new business your way while you sleep! Your content will also have a permanent space on the web vs. say a story that disappears after 24 hours or altogether in the case of TikTok (if it gets permanently banned).

"Owning a home is a keystone of wealth…both financial affluence and emotional security." – Suze Orman

#3 - A website validates that your business exists.

In today's world we want instant access to solutions to our problems. If your ideal client is searching for what you offer, how will they find you online if you do not have a website? The bottom line is that every business needs a website to validate you are a legit business and to be found! 95% of consumers read reviews before making a purchase; those reviews are online.

The same thing goes for content creators. Think of your website as your home base for your business. Can you use social media to create content and promote while building a following? Yes, of course. As an example, you could use your website as your archive and keep the content alive on multiple platforms as back up. Think TikTok and YouTube shorts, etc. If TikTok is banned, you still have YouTube shorts to fall back on. Best case scenario, you also have a website and email list to inform your followers of where you have “moved to” in the event that TikTok or your social media platform of choice is permanently banned.

#4 - A website works for you 24/7

If your website is set up properly with strong SEO (search engine optimization), customers can find you and learn more about your business 24/7. If you add integrations like calendar and client management systems, the process to onboard a new client can happen while you sleep. If you sell a product or have a brick and mortar location, your online store is open 24/7 with minimal overhead.

#5 - A website offers a high return on investment.

Your investment in a website that is designed based on strategy, organically connecting with your ideal client and communicating what problem you solve will pay off in spades. You have the ability to connect with prospective clients all over the world.

Run the numbers, if you pay "X" for a website design how many new clients will it take to pay for your design investment? Then multiply that by the number of new clients you expect to gain as a result of having a website. There is truly no limit to your return on investment if you take the ball and run with it!

Own your content and have control.

With the right website design strategy and messaging, you can capitalize on your existing social media presence if you have one and drive people to your own piece of online real estate. You can also use the website as a back up tool and an online “storefront” to showcase your content creator business. A place to store links permanently for people to find via search engines or refer back to if they are looking for something specific.

If you are just starting out with a website and social media, the power of connecting the two is unmatched. Use your rented space to connect with your permanent home on the web, your website. And that content is always available for new clients to find you and purchase your product or service. And vice versa, if you have a bustling social media business, use your website as the back up to your rented space. Build an email list that you own to avoid losing all of your momentum and hard work in the event your social media platform goes dark for one reason or another.

Fun Fact: In my previous career, I partnered with mortgage loan officers to educate people on how to buy a home. I feel passionate about helping business owners realize the importance of having a permanent “home” for their business on the web and enjoy helping them execute a successful website design based on strategy.

Have questions about how to get started? Send me an email and we can chat: jlwatrob@north8designs.com.