I had hoped the recent “TikTok ban” conversations would serve as a wake-up call for small businesses relying solely on the social media app to connect with their audiences. Alas, it seems that we all just gasped and turned indignant. It was alarming the number of folks were caught by surprise with no other way to reach their audience. While platforms like TikTok, Instagram, and Facebook offer incredible reach and engagement opportunities, they also come with big risks for small businesses if they aren’t used thoughtfully. Instead of being a slave to the TikTok, using your website and email marketing can ensure a continued connection with your audience and help protect your business from impending doom.
The Real Price of Relying on Social Media
No doubt, social media is a great marketing tool, but it’s not without its limitations. The recent “TikTok ban” should have taught us that. Here are some reasons to mix it up a bit when it comes to social media:
- Lack of Ownership: When you build your audience on social media, you don’t actually own that connection. What do I mean when I say, “own that connection”? Platforms like TikTok, Instagram, Facebook, and LinkedIn control access to your followers. Changes in algorithms or platform policies do drastically reduce your reach, even to people who chose to follow your page.
- Platform Dependency: You don’t have to like it, but social media platforms can change, shut down, or limit access without notice. Remember Vine? Or the zillion times Facebook has updated its algorithm or policies? Recently, the potential ban of TikTok in the United States has shown us how factors like government regulations (or theatrics), can disrupt access to a major platform.
- Limited Reach: We’ve all noticed that organic reach on social media is declining. Many platforms now prioritize boosting posts and paid ads, making it harder for creators and small businesses to engage with their audience without spending actual cash.
- Data Restrictions: Social platforms control the data you can access about your followers. You might know their basic demographics or engagement habits, but deeper insights—like their email addresses—are usually unavailable unless you invest heavily in paid campaigns.
How A Website Can Change All This
Your website should be the cornerstone of your digital presence. Unlike social media, it’s a space you fully own and control. Here’s why having a website is a smart move:
- Ownership and Control: Your website is your domain (literally and figuratively). You decide what content you share, how it’s presented, what user data you collect, and when updates are made—without worrying about algorithm changes or platform rules.
- Brand Authority: A well-designed website establishes your badassery in your field. It’s where potential customers learn about your services, read testimonials, contact you directly and even pay you.
- SEO Benefits: Unlike social media posts, which have a limited lifespan in search engine results, the content you publish on your website can drive traffic for years if you do your SEO right.
How Email Marketing Complements Your Website
Email marketing allows you to create a direct line of communication with your audience, whether it’s tomorrow or a year from now. Here’s why it’s still a damn good marketing tool:
- Direct Access: With email, you’re not competing with algorithms or relying on messaging apps. Messages go straight to your subscribers’ inboxes, improving the likelihood that customers will engage with you.
- Personalization: Email marketing platforms enable you to segment your audience and tailor content to their specific interests and behaviors, creating more meaningful interactions.
- Higher ROI: Email marketing continues to deliver one of the highest returns on investment of any digital marketing strategy.
Weathering Another TikTok Ban Together
There’s no arguing that social media should be a part of your marketing strategy, but it shouldn’t be your only channel. It shouldn’t even be at the center of your strategy. By building a strong website and investing in email marketing (which you can start for free), you ensure you own your connections and have a direct way to engage your audience. Keep using social platforms to drive traffic to your website and encourage followers to join your email list, where you can continue building lasting relationships on your terms for as long as you like.
In the end, using multiple digital channels will help protect your business and maintain meaningful connections with your audience. The recent “TikTok ban” should serve as a reminder to all of us that we are not in control of these platforms and they don’t owe us anything. By focusing on platforms you do control, like your website and email list, you can secure your business’s future and build real connections that will outlast all of the social media giants.
If you want to learn how to use social media to collect email addresses and own more of your connections, check out this post.